Beam Suntory, a premium spirits company, is now rebranded as Suntory Global Spirits to highlight its worldwide leadership in spirits and Ready-To-Drink cocktails. The new name marks a decade of growth since Suntory Holdings acquired Beam Inc. in 2014.
The company has grown significantly, expanding its team to over 6,000 employees worldwide, transitioning from a $2.5 billion-dollar company to a $5.5 billion-dollar global spirits powerhouse. The rebrand, featuring a new website and visual identity, highlights quality, craftsmanship, and sustainability in alignment with Suntory Holdings.
Greg Hughes, President & CEO of Suntory Global Spirits said, “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. 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 said, “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 new brand platform highlights crafting high-quality products with a focus on water and natural ingredients. It honors Suntory Global Spirits’ journey to be a top premium spirits company.
The rebrand will unite the company globally with a focus on American whiskey, Japanese Spirits, Scotch, Tequila, Ready-To-Drink, and room for future growth.
