Beam Suntory has announced it is rebranding the business to become Suntory Global Spirits, which it says reflects the company’s evolution into a “truly global leader across categories in spirits and ready-to-drink cocktails.
The rebrand also marks 10 years of sustained, profitable growth since Suntory Holdings acquired Beam in 2014. In this time the company has grown from a $2.5bn company to $5.5bn “global spirits powerhouse” with a team of more than 6000 employees across the globe.
“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 Greg Hughes, President & CEO of Suntory Global Spirits.
“The dedication that Suntory CEO Tak Niinami and Suntory Holdings have shown to advancing our culture and business growth – while also preserving the legacy of craftsmanship and interplay of traditions exemplified in brands from Jim Beam to Laphroaig and Maker’s Mark to Yamazaki – is extraordinary. Becoming Suntory Global Spirits is the natural next step in our evolution.”
Tak Niinami, President & CEO of Suntory Holdings and Executive Chairman of the Board of Directors at Suntory Global Spirits, added: “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 company said it expects the rebrand to help it drive value, provide flexibility for future growth and help focus on key priorities including American whiskey, Japanese Spirits, Scotch, Tequila and Ready-To-Drink.