Leading premium spirits company Beam Suntory has announced a rebranding to become Suntory Global Spirits. The move comes ten years on from the acquisition of Beam Inc by Suntory Holdings and includes the launch of a new website and visual identity.
Suntory Global Spirits said the move reflects “the company’s evolution into a truly global leader across categories in spirits and Ready-To-Drink cocktails”.
Over the past decade the group has grown from a US$2.5 billion company to a US$5.5 billion global spirits powerhouse with 6,000 employees worldwide.
The rebrand, said the company, should help Suntory Global Spirits “drive value as one global team” and focus on key priority categories including American whiskey, Japanese spirits, Scotch, Tequila and Ready-To-Drink.
“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,” said Suntory Global Spirits President & CEO Greg Hughes.
“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.”
“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,” said 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, led by our shared values of Yatte Minahare, Growing for Good and Giving Back to Society. 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.”
The company’s new brand platform showcases the crafting of its products with attention to and respect for the water and natural ingredients that go into its spirits portfolio. It also pays homage to the steps that Suntory and Beam Suntory have taken over the last decade in pursuit of Suntory Global Spirits’ ambition to become the ‘World’s Most Admired Premium Spirits Company’. 
