Beam Suntory Rebrands to Suntory Global Spirits

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Beam Suntory, a world leader in premium spirits, announced that it has rebranded to Suntory Global Spirits, reflecting the company’s evolution into a truly global leader across categories in spirits and Ready-to-Drink cocktails.

Press Release

Suntory Holdings’ Spirits Arm Beam Suntory Rebrands to Suntory Global Spirits

Suntory Holdings celebrates 10 years since acquisition of Beam Inc. New positioning sets global business up for next era of growth and leadership

Tokyo, JAPAN (May 1, 2024) – Beam Suntory, a world leader in premium spirits, announced that it has rebranded to Suntory Global Spirits, reflecting the company’s evolution into a truly global leader across categories in spirits and Ready-to-Drink cocktails. The new name is introduced as Suntory Holdings marks 10 years of sustained, profitable growth of its spirits business since acquiring Beam Inc. in 2014.

Suntory Holdings Marks 10 Years of Growth

The now Suntory Global Spirits has grown significantly over this time period – including from a $2.5 billion-dollar company to a $5.5 billion-dollar global spirits powerhouse today – and its team has also expanded, now comprised of more than 6,000 employees around the world.

Suntory Holdings CEO Statement

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,” said Tak Niinami, President & CEO of Suntory Holdings, and Executive Chairman of the Board of Directors, Suntory Global Spirits. “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 Growing for Good, Yatte Minahare 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.

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Suntory Global Spirits CEO Statement

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,” said Greg Hughes, President & CEO of Suntory Global Spirits. “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.

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Focus on Quality, Craftsmanship, and Sustainability

The rebrand highlights the company’s unmatched focus on quality, craftsmanship and sustainability, and is expected to help Suntory Global Spirits drive value as one global team to become the World’s Most Admired Premium Spirits Company.

To learn more visit the new company website at

About Suntory Global Spirits
As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium whiskies, including Jim Beam® and Maker’s Mark®; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Laphroaig®and Bowmore®, Suntory Global Spirits also produces leading brands such as Tres Generaciones® and El Tesoro® tequila, Roku™ and Sipsmith® gin, and is a world leader in Ready-to-Drink cocktails, with brands like -196 and On The Rocks™ Premium Cocktails.

A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Yatte Minahare, Growing for Good and Giving Back to Society. The company’s Proof Positive sustainability strategy includes ambitious goals and investments to drive sustainable change and have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information, visit

Would you like to learn more about the James B. Beam Distillery? Then you’ll want to read our James B Beam Distilling Tour Review. Or, to learn more about some of Suntory Global Spirits whiskeys, you can read our Suntory World Whisky Ao, Basil Hayden Toast and Jim Beam Bourbon reviews!

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