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Rebrand for Beam Suntory As They Start New Chapter As Suntory Global Spirits

Suntory Global Spirits will feature The Yamazaki and Hakushu Kogei Collection (2024 Japanese Kimono Edition) at the 2024 TFWA Asia Pacific Exhibition & Conference in Singapore as it announces it’s updated name. Photo credit: Suntory Global Spirits

Suntory Global Spirits is the updated name for Beam Suntory as the international spirits company begins a new era. The announcement in Singapore comes ten years after Suntory Holdings acquired Beam Inc. and became known as Beam Suntory.

Suntory Global Spirits will welcome customers and peers under the new banner at the 2024 TFWA Asia Pacific Exhibition & Conference in Singapore. Singapore’s Changi Terminal 3 is also home to Suntory’s first dedicated travel retail shop. This spring the boutique will showcase Suntory’s inaugural global travel retail exclusive Yamazaki and Hakushu Kogei Collection (2024 Japanese Kimono Edition).

Who Are Suntory Global Spirits?

Originally a Japanese based brand, Suntory Global Spirits celebrated its 100th anniversary in 2023. The international company now includes Japanese brands under The House of Suntory, as well as Jim Beam brands acquired in 2014. They also own several premium Scottish distilleries, including Bowmore and Laphroaig, and premium ready to drink, gin and non-alcoholic brands creating a massive portfolio for a truly diverse and international audience.

“The recently announced rebranding is introduced as the company marks 10 years of sustained, profitable growth since Suntory Holdings acquired Beam Inc. in 2014,” explains the initial press release.

The move is not unsurprising given the shift in the market for Japanese brands over the previous decade. Yamazaki is one of Suntory’s premium Japanese whiskies, and holds the record for the most expensive Japanese whisky in the world. The shift in name reflects the global market shift and the importance of the premium end of the market internationally.

Premiumisation and Travel Retail

Suntory Global Spirits’ Global Travel Retail Managing Director Ashish Gandham notes in the official press release, “Asia Pacific is a region of vital importance to the group, and as traveler numbers continue to improve post-COVID, the long-term outlook remains very positive.

“APAC travel retail represents a superlative shop-window, and we look forward to presenting the latest new product developments within our brand portfolio as we pursue our ambition to become the World’s Most Admired Premium Spirits Company.”

Premium scotch whisky distillery Bowmore is also part of Suntory Global Spirits (previously Beam Suntory). Photo: Mark Littler Ltd.

Suntory Global Spirits are not alone in seeing the importance of the region and travel retail for new areas for growth. The Scotch Whisky Association noted the areas saw the strongest increase in value for single malt scotch whisky exports during 2023, compared with a drop in value and volume for the American markets. Other premium brands also look to the region and focus on Travel Retail.

The House Of Suntory, who manage Suntory Global Spirits Japanese whisky brands have also recently announced they are embracing the latest guidelines for labeling Japanese whisky. This is another important step in maintaining the reputation of Japanese whiskies in the international market.

The Singapore stand will showcase whiskies from their American portfolio, led by the super-premium Maker’s Mark brand, alongside small batch bourbon brands including Basil Hayden and Knob Creek. They will be joined by premium scotch whisky brand Bowmore as well as new bottlings from The House of Suntory. The show will be complemented by an exclusive cocktail reception later in the month.

If you can’t make it to Singapore for the showcase then you can always enjoy building your own collection of American, Japanese and scotch whiskies.

Hannah Thompson

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