Ten years to the day since Suntory Holdings acquired Beam Inc, and became the premium spirits behemoth Beam Suntory, the business is rebranding itself as Suntory Global Spirits.
The name change is said to reflect the company’s evolution into a ‘truly global leader across categories in spirits and Ready-To-Drink cocktails’, following 10 years of sustained, profitable growth, which has taken its overall worth from $2.5 billion to $5.5 billion.
Over that decade, the team has also expanded, and now comprises more than 6000 employees around the world, producing famous brands across the spectrum of spirits, from Jim Beam to Laphroaig, and Maker’s Mark to Yamazaki
“Suntory Global Spirits demonstrates our global leadership and premium position in the market, while enabling us to build upon the strong and positive brand recognition that Suntory has worldwide,” said President and CEO Greg Hughes.
President and CEO of Suntory Holdings and executive chairman of the board of directors at Suntory Global Spirits, Tak Niinami, commented: “Now is the right moment to deepen our shared passion for the innovation and artistry that deliver incredible experiences through our products and fully unlock our unified advantage across our leading spirits portfolio.
“Since the acquisition of Beam Inc. in 2014, the company has gone through an incredible transformation to become an even stronger organization, led by our shared values of Yatte Minahare, Growing for Good and Giving Back to Society.
“We’re grateful to the entire global team under Greg’s leadership as we continue to inspire the brilliance of life in harmony with nature and grow the trust and love that people have for Suntory around the world.”
The rebrand is expected to help the company ‘drive value as one global team’ and focus on key priorities including American whiskey, Japanese Spirits, Scotch, Tequila and Ready-To-Drink, while providing flexibility for growth in the future.
