Beam Suntory on a Global rebrand

Rebrand set to fit the evolving state of the off-trade

Beam Suntory has announced it has officially rebranded to Suntory Global Spirits, in a bid to highlight its position in the worldwide spirits market.

GLOBAL spirits giant Beam Suntory has announced its rebrand to Suntory Global Spirits in a bid to reflect the firm’s worldwide standing on the spirits stage.

The new name has been introduced as Suntory comes to mark a 10-year growth period for the firm which has seen it rise from a $2.5billion company to a $5.5billion spirits powerhouse, says Suntory.

With the new title as well, Suntory has launched a new website and visual identity that celebrates the brands under its title including the likes of Jim Beam, Roku Gin, Bowmore whisky and Laphroaig.

Greg Hughes, chief executive officer at 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 Holdingas 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 into our evolution.”

Tak Niinami, president & chief executive officer at Suntory Holdings and executive chairman of the board of directors at Suntory Global Spirits, said: “Since the acquisition of Beam Inc. in 2014, the company has gone through an incredible transformation to become and even strong organisation, 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.”