Beam Suntory rebrands as Suntory Global Spirits

May 2, 2024
By Cody Profaca

Beam Suntory has announced that it will be rebranding as Suntory Global Spirits. The rebranding decision has reportedly been made in a way designed to better reflect the company, which has expanded significantly since its acquisition of Beam Inc. in 2014. 

The change will also reportedly help the company drive value as a single global team while also providing the flexibility needed for future growth.

“Becoming Suntory Global Spirits is the natural next step in our evolution,” said Greg Hughes, President & CEO of Suntory Global Spirits.

“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 Suntory Global Spirits rebrand will involve the creation of a new website and visual identity that Suntory believes is a better reflection of its current size and scale. Over the past ten years, Suntory has grown from being a $2.5 billion company to a $5.5 billion company and currently employs more than 6,000 people globally. 

“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’,” said Tak Niinami, President & CEO of Suntory Holdings and Executive Chairman of the Board of Directors at Suntory Global Spirits.

““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.

“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 global rebrand follows on from other recent market specific changes such as the creation of Suntory Oceania, the new $3 billion multi-beverage partnership between Beam Suntory and non-alc Frucor Suntory.

Suntory Oceania, which was announced following the news of the approaching separation of CCEP and Beam Suntory, is currently on track to become the fourth largest beverage group in Australia and New Zealand by mid-2025.

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