Beam Suntory Rebrand a Nod to Global Growth
A decade after Suntory Holding acquired American bourbon maker Jim Beam to create Beam Suntory, the Beam name has been dropped as the company focuses on global efforts in the premium spirits category.
The new name, Suntory Global Spirits, is meant to reflect the company’s growth in ready-to-drink cocktails and spirits, including Japanese and American whiskey, Scotch, and tequila. Since the acquisition, the company has grown in value from $2.5 billion to $5.5 billion. It now has 6,000 employees around the world.
“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,” Suntory Global Spirits president and CEO Greg Hughes said in a statement.
“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,” he added. “Becoming Suntory Global Spirits is the natural next step in our evolution.”
A new Suntory Global Spirits website showcases the history of both Jim Beam, which dates back to 1975, and the Suntory Group, which produced the first Japanese distillery in 1899. It also spotlights the company’s sustainability commitments and highlights brands including Roku, Tres Generaciones, and Basil Hayden.
“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,” Suntory Holdings president and CEO Tak Niinami said in a statement. “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.”
