Beam Suntory Rebrands To Suntory Global Spirits

Beam Suntory has rebranded to become Suntory Global Spirits, reflecting the brand’s evolution into a global leader across categories in spirits and ready-to-drink cocktails. The new name is introduced as the brand marks 10 years of sustained, profitable growth since Suntory Holdings acquired Beam Inc. in 2014. 

It 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 comprising more than 6,000 employees around the world. The rebrand includes the roll out of a new website and visual identity that celebrate Suntory Global Spirits’ distinctive, unmatched focus on quality, craftsmanship and sustainability – defining brand attributes connected to and complemented by those of its parent company, Suntory Holdings.  

“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,” says 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.” 

“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,” adds Tak Niinami, President & CEO of Suntory Holdings and Executive Chairman of the Board of Directors at 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 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.” 

The rebrand is expected to help the brand drive value as one global team and focus on key priorities, while providing flexibility for growth in the future.