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Beam Suntory rebrands to Suntory Global Spirits

10 years on from the acquisition of Beam Inc by Suntory Holdings, Beam Suntory is rebranding to become Suntory Global Spirits. The company remains a subsidiary of Suntory Holdings.
The company says the new name reflects the growth it has seen over the last 10 years. Suntory Global Spirits is a $5.5 billion company with 6,000 employees across the world, and its brands include Jim Beam, Maker’s Mark, and Yamazaki, among others.
Also launched as part of the rebrand is Suntory Global Spirits’ new website and visual identity.
Greg Hughes, president and CEO of Suntory Global Spirits, commented: “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… Becoming Suntory Global Spirits is the natural next step in our evolution.”
Tak Niinami, president and CEO of Suntory Holdings and executive chairman of the board of directors at Suntory Global Spirits, added: “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.”

1 May 2024 - Lucy Schofield