Suntory launches ‘virtual advocacy’ programme

Suntory Ambassador James Bowker
James Bowker, Suntory’s UK brand ambassador

SUNTORY, the Japanese drinks giant, has launched a new ‘virtual advocacy’ programme for some of its craft spirits brands.

The new initiative, branded Dojo – which translates to ‘a place to master the way’ – will allow bartenders to access a number of online ‘workshops’ with Suntory’s UK brand ambassador, James Bowker, who will take them through the basics of Japanese bartending and mixology before leading a tasting that will cover gin brand Roku, vodka brand Haku and whisky brands Toki and Hibiki.

The first Zoom session will take place on June 23, with further session on June 24 and June 25. Bartenders can register for the sessions at

Bowker said: ““We are extremely proud to be launching The House of Suntory Dojo programme virtually during this uncertain time. It is our goal at The House of Suntory to continue to inspire the on-trade as the industry prepares for a new normal.

“Characterised by unrivalled technical mastery and unfailing attention to detail, Japanese bartending is an object of fascination and is imitated around the world. As such, these techniques and concepts need to be taught by best-in-class ambassadors of the Japanese bartending culture and we are confident that bartenders all over the globe will welcome this program with excitement.”