Beam Suntory Rebrands as Suntory Global Spirits

The global spirits company Beam Suntory has rebranded to become Suntory Global Spirits.

The new name comes as the company marks 10 years of sustained growth since Suntory Holdings acquired Beam Inc. in 2014, according to a press release. The company has expanded significantly over this time period — including from a $2.5 billion company to a $5.5 billion company — and its team has also expanded, now comprised of more than 6,000 employees around the world.

The rebrand includes the launch of a new website and visual identity.

“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,” says Greg Hughes, president and CEO of Suntory Global Spirits. “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.”

The rebrand is expected to help the company drive value as one global team while focusing on priorities, including American whiskey, Japanese spirits, Scotch, tequila and Ready-To-Drink.

“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 holding company 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 organization, 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.”

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