The Shout Magazine (New Zealand)

Beam Suntory announces rebrand

Beam Suntory has announced it is rebranding the business to become Suntory Global Spirits, which it says reflects the company’s evolution into a “truly global leader across categories in spirits and ready-to-drink cocktails”.

The new name is introduced as the company marks 10 years of sustained, profitable growth since Suntory Holdings acquired Beam Inc. in 2014.

In this time the company has grown from a $2.5 billion-dollar company to a $5.5 billion-dollar “global spirits powerhouse” and its team is now comprised of more than 6,000 employees around the world.

“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,” says 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 organisation.”

The rebrand is expected to help the company drive value as one global team and focus on key priorities including American whiskey, Japanese Spirits, Scotch, Tequila and Ready-To-Drink, while providing flexibility for growth in the future.

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