Beam Suntory announced today that it is rebranding to become Suntory Global Spirits.
Beam Suntory announced today that it is rebranding to become Suntory Global Spirits.
The name change reflects the company’s evolution into a global leader across categories in both spirits and ready-to-drink cocktails, says Greg Hughes, president and CEO of Suntory Global Spirits. “We are a company that has grown from roots in the US and Japan to become a truly global company, which is why we wanted to call that out in our name,” he says. “This is the branding we believe will prime us well to succeed in the future.”
The new name comes as Suntory Global Spirits celebrates 10 years of sustained and profitable growth since Suntory Holdings (its parent company) acquired Beam Inc. in 2014.
“The union between Beam Inc. and Suntory occurred ten years ago today, and in that time period we’ve carefully integrated based on a shared set of goals and values,” Hughes says. “We both hold with highest priority a deep respect and admiration for the natural ingredients that are foundational to our products.”
The company has grown significantly, from a $2.5 billion-dollar company to a $5.5 billion-dollar company, and its team has grown to comprise more than 6,000 employees in 27 different countries around the world with products sold in 70 different countries globally. The company also is the number one player in both bourbon and Japanese whisky.
“This change is an exciting reflection of all that we have achieved together with Suntory Holdings over the last ten years and the future we want to achieve as we work to realize our ambition to be the world’s most admired premium spirits company,” Hughes says.
The rebrand, which includes the launch of a new website and visual identity, better expresses the company’s identity - that of a global spirits company. The new website is: www.suntoryglobalspirits.com.
“We are now a truly global company with spirits from all over the world, and our new name and brand identity help differentiate us and demonstrate our global leadership and premium position in the market,” Hughes says.
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.
The name change, he says, comes after a period of thoughtful deliberation. “This is a decision we made carefully with Suntory Holdings and in full consideration for the best interests of our brands and wider business,” he says. “Our new name and corporate brand connect to and complement, the Suntory parent brand, and it elevates what makes us distinct as a premium spirits business.”
That includes, he says, the company’s “relentless focus on quality, our dedication to sustainability and nature, and our winning culture.”
Suntory Global Spirits, he says, holds a “ distinctive, unmatched focus on quality, craftsmanship and sustainability.” “Those defining brand attributes are connected to and complemented by those of our parent company, Suntory Holdings,” he says.
The new name will help take the company continue its growth and expansion. “This is a change of our corporate name to better reflect who we are to the trade and to employees,” Hughes says. “Consumers know and love our incredible product brands. We are excited to continue to build our brand families and distilleries around the world for generations to come.”
