World: Beam Suntory rebrands as Suntory Global Spirits

Suntory’s liquor arm, Beam Suntory, has rebranded as Suntory Global Spirits to reflect its “evolution” as a global leader in spirits and ready-to-drink cocktails. The move comes as the company marks a decade in its spirits business since acquiring Beam Inc in 2014, Inside FMCG reported on May 9.

Since its establishment, the company’s worth has grown from $3.8 billion (US$2.5 billion) to $8.3 billion (US$5.5 billion) and expanded to include more than 6000 employees worldwide.

Greg Hughes, president and CEO at Suntory Global Spirits, said the rebrand establishes the company’s global leadership and premium position in the market.

“Becoming Suntory Global Spirits is the natural next step in our evolution,” he concluded.

Suntory Group’s product range includes premium spirits, beer, wine, ready-to-drink beverages, teas, bottled water, and soft drinks.

The brand is known for Japanese whiskies Yamazaki, Hibiki, and Hakushu, as well as American spirits Jim Beam and Maker’s Mark. Suntory also has beer, wine, and popular non-alcoholic brands like Orangina, Lucozade, and Ribena. It also offers health and wellness products like Sesamin EX.

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