US – Beam Suntory, a global leader in premium spirits, has rebranded to Suntory Global Spirits, aiming to position itself as a global leader in premium spirits and Ready-to-Drink cocktails.
The decision to rebrand coincides with Suntory Holdings commemorating a decade of sustained, profitable growth in its spirits business since the acquisition of Beam Inc. in 2014.
Under the leadership of Tak Niinami, President & CEO of Suntory Holdings, the company has achieved remarkable growth. During the period, the company doubled in size from a US$2.5 billion enterprise to a formidable US$5.5 billion global powerhouse.
With a workforce now exceeding 6,000 employees worldwide, Suntory Global Spirits is poised for continued expansion and innovation.
Niinami expressed the significance of this moment, stating, “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.”
Greg Hughes, President & CEO of Suntory Global Spirits, emphasized the company’s commitment to preserving its legacy of craftsmanship and tradition while embracing growth and evolution.
“Becoming Suntory Global Spirits is the natural next step in our evolution,” Hughes affirmed.
The rebranding initiative underscores Suntory Global Spirits’ unwavering focus on quality, craftsmanship, and sustainability, positioning the company to drive value as a unified global team and aspire to become the World’s Most Admired Premium Spirits Company.
In conjunction with the rebranding announcement, Suntory Global Spirits revealed plans for price revisions for certain products in Japan, effective October 1, 2024.
These adjustments are a response to significant increases in the cost of raw ingredients, prompting the company to implement management rationalization measures to ensure the continued provision of safe, high-quality products.
“Going forward, the Company will continue to make even greater efforts aimed at rationalization in order to achieve further cost reductions, while striving to provide our consumers with high-quality products that enrich their lives,” read the company statement.
This strategic approach aligns with Suntory Global Spirits’ overarching mission to inspire brilliance in life and foster trust and love for the brand worldwide.
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