Beam Suntory, a leading premium spirits company, has recently undergone a significant rebranding effort to become Suntory Global Spirits. This strategic move, marking a decade since Suntory Holdings acquired Beam Inc, is accompanied by the unveiling of a new website and visual identity.

Suntory Global Spirits’ transformation signifies its evolution into a prominent global player in the spirits and Ready-To-Drink cocktails sectors. Over the past ten years, the company’s value has more than doubled, growing from a US$2.5 billion enterprise to a US$5.5 billion powerhouse with a workforce of 6,000 employees worldwide.

The rebrand aims to position Suntory Global Spirits as a unified global entity, emphasizing key focus areas such as American whiskey, Japanese spirits, Scotch, Tequila, and Ready-To-Drink offerings. Greg Hughes, President & CEO of Suntory Global Spirits, highlighted that the new branding reflects the company’s premium status and global leadership, leveraging the established brand reputation of Suntory.

Tak Niinami, President & CEO of Suntory Holdings and Executive Chairman of the Board of Directors at Suntory Global Spirits, emphasized the organization’s commitment to innovation, artistry, and sustainability. Since the acquisition of Beam Inc. in 2014, the company has embraced values centered on growth, societal contribution, and environmental stewardship.

The brand’s new platform underscores the meticulous craftsmanship and reverence for natural elements that define its spirits portfolio. It also acknowledges the legacy of brands like Jim Beam, Laphroaig, Maker’s Mark, and Yamazaki, encapsulating a journey of transformation and growth for Suntory Global Spirits.