The rebrand is expected to help the company drive value as one global team.
Beam Suntory, an American company that makes alcoholic beverages, announced that it is rebranding to become Suntory Global Spirits. The new name is introduced as the company marks 10 years of sustained, profitable growth since Suntory Holdings acquired Beam Inc. in 2014, as per a company statement.
The company says that it has grown over this time period—from a $2.5 billion-dollar company to a $5.5 billion-dollar global spirits powerhouse today—and that its team has also expanded, now comprising more than 6,000 employees around the world.
The rebrand includes the launch of a new website and visual identity that celebrate Suntory Global Spirits’ distinctive, unmatched focus on quality, craftsmanship, and sustainability, defining brand attributes connected to and complemented by those of its parent company, Suntory Holdings.
“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 Greg Hughes, President and CEO of Suntory Global Spirits.
“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 and CEO of Suntory Holdings and Executive Chairman of the Board of Directors at Suntory Global Spirits.
The company’s new brand platform showcases the art of crafting the highest quality products with great attention to and respect for the water and natural ingredients that are vital across its iconic spirits portfolio. The rebrand is expected to help the company drive value as one global team and focus on key priorities including American whiskey, Japanese spirits, Scotch, tequila, and ready-to-Drink, while providing flexibility for growth in the future.