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Beam Suntory unveils new name

Maker’s Mark owner Beam Suntory is now Suntory Global Spirits – the change marking a company rebrand, 10 years since it was acquired by Suntory Holdings.

Beam Suntory whisky range
Beam Suntory is now known as Suntory Global Spirits

The company said the rebrand reflects ‘10 years of sustained, profitable growth’ and positions its global business ‘for the next era of growth and leadership’.

Japanese drinks group Suntory completed its US$16 billion acquisition of Beam Inc in May 2014, creating Beam Suntory.

In addition to the name, other aspects of the rebrand include a new website and visual identity.

Greg Hughes, president and CEO of 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 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.”

Suntory Global Spirits’ portfolio includes Bourbons Maker’s Mark, Knob Creek and Jim Beam, as well Suntory’s Japanese whisky range and El Tesoro Tequila.

In February, the company posted a 7% rise in sales for 2023.

It also named a new president of its North American operations in Carlo Copolla.

The hope of the rebrand is to drive value globally and prioritise its American whiskey, Japanese spirits, Scotch, Tequila and ready-to-drink (RTD) products, while ‘providing flexibility for growth in the future’.

Tak Niinami, president and CEO of Suntory Holdings, and executive chairman of the board of directors at Suntory Global Spirits, also commented: “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.

Niinami said the company had experienced an “incredible transformation to become an even stronger organisation” since Suntory’s purchase of Beam Inc a decade ago.

He added: “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.”

Suntory Global Spirits recently exited the Cognac category after selling Courvoisier to Campari Group for US$1.2bn.

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