Suntory Celebrates its 100th Anniversary of Whisky Making

Suntory’s journey began with small family-owned store in Osaka, more than 100 years ago. Even now that they have grown into a global company, their founder’s spirit always underpins what they do.

It began with the vision of our founder Shinjiro Torii. In 1899, he opened a store with the vision of selling Western-style wine and liquor in Japan. However, the taste of imported wines did not suit Japanese palates and his wines did not sell well at first.

But Shinjiro did not give up. He worked tirelessly to sell different kinds of imported liquors in Japan and to develop his own wine. After many challenges and failures, in 1907, he launched Akadama Port Wine. Akadama Port Wine was made to suit to Japanese palates, and became popular in Japan. This brand is still enjoyed today as Akadama Sweet Wine. This success was not the end of his story. Following his success with wine, he decided to create an authentic Japanese whisky to suit Japanese tastes.

In 1923, he entered the whisky business by starting the construction of the Yamazaki Distillery, the very first malt whisky distillery in Japan. This is where the first Japanese authentic whisky, Suntory Shirofuda (White Label) was born, and the now world-famous Yamazaki Japanese whisky was created. Fifty years later, we opened the Hakushu distillery at the base of the Southern Japanese Alps.

Suntory has continued to thrive after Shinjiro’s huge success with Akadama and Japanese whiskies. We now offer many popular products both in Japan and throughout the world. In 1936, we opened our own winery, Tomi No Oka winery. In 1983, we acquired Chateau Lagrange, a vineyard in Bordeaux, France. The 1960s saw us expand our portfolio to a new category, beer, with the vision of creating the perfect beer. After more than decades of dedication, we launched The Premium Malt’s, a famous beer.

Suntory has also expanded its business to non-alcoholic beverages. In 1981, Suntory introduced a canned oolong tea at a time when carbonated soft drinks and juice mainly dominated the non-alcoholic beverage market. Suntory Oolong Tea has been one of the long-selling brands ever since, loved by generations of consumers. Suntory’s expansion into this market continued during the 1990s, when we launched our long-standing canned coffee brand BOSS.

Suntory’s history in China began in 1979 with the export of whisky. In 1981, Suntory actively participated in China’s market by sponsoring the first international marathon in China, the 1981 Beijing International Marathon. In 1984, Suntory invested in the establishment of Jiangsu Suntory Food Co., Ltd., the first beer joint venture in China, which contributed to the development of China’s beer brewing technology. Suntory (Shanghai) Beer Co., Ltd., established in 1995, took the lead in introducing Refreshing Beer, which is popular with consumers. Shanghai Suntory Meilin Food Co., Ltd., established in the same year, launched a range of drinks centered on oolong tea and fresh orange juice in 1997.

In 1999, Suntory established Suntory (China) Holding Co., Ltd. to consolidate all Suntory companies in China. We also invested nearly US$100 million in 2001 to build a modern beer production enterprise, Suntory Beer (Kunshan) Co., Ltd., to meet the growing market demand. In 2006, Suntory acquired Shanghai Fosters Brewery Co., Ltd., which further consolidated Suntory’s leading position in the Shanghai beer market. In 2017, Beam Suntory China Inc. was established, just three years after Beam had joined the Suntory group, making us the third-largest premium spirits company in the world*.

Meanwhile, Suntory has continued its expansion into other global markets. In 2009, we acquired the Frucor Group in Oceania and the Orangina Schweppes Group in Europe. In 2013, we began operations in Vietnam with the establishment of Suntory PepsiCo Vietnam Beverage Co., Ltd, and founded Lucozade Ribena Suntory Ltd after acquiring both brands. In 2018, we started a joint venture in Thailand, with the establishment of Suntory PepsiCo Beverage Thailand Co., Ltd.

Suntory, a global leader in the beverage industry with iconic whisky brands such as Yamazaki, Hibiki and Hakushu, has now celebrated its 100th Anniversary of whisky making in Japan.

In 1923, Suntory founder Shinjiro Torii began his journey of whisky making at Yamazaki Distillery, located on the periphery of Kyoto. Since then, Suntory has been pioneering the art of Japanese Whisky by crafting with relentless pursuit of perfection; striving to cultivate whisky drinking culture and produce the highest quality spirits. In 2003, this devotion bore fruit when Yamazaki 12 Years Old was awarded Gold at the International Spirits Challenge, leading to the international reputation of other Japanese Whisky brands such as Hibiki and Hakushu.

In order to enhance quality craftmanship by focusing on processes before maturing whiskies, and to elevate its visitor experience, Suntory will invest approximately 10 billion JPY (equivalent to approximately 77 million USD*1) by 2024 into its Yamazaki and Hakushu Distilleries.

Quality ingredients are essential in whisky production. Suntory will operate “floor malting*2”, a traditional process of malting barley, at both the Yamazaki and Hakushu Distilleries. The Hakushu Distillery will also introduce a process to cultivate yeast*3, a fundamental ingredient to produce alcohol.

Since 1968, the pilot distillery*4 in Yamazaki has been the root of enhancing Suntory Whisky quality through new technology development and “Tsukuriwake” – the craftmanship of diverse malt whiskies. The pilot distillery will install an electric heating pot still, additionally to the direct-firing pot still, to start research on how to enhance quality craftmanship. It will serve as another symbol of the company’s persistent innovation in whisky making.

The whisky business embodies Suntory’s philosophy to inspire the “Brilliance of life” through “creating harmony with people and nature”, and “creating a rich and prosperous lifestyle”. As Suntory looks forward to the next 100 years, the company will take on challenges to develop innovation while coexisting with people around the world and the global environment, and aspire to produce Suntory Whisky beloved by all.

Since 1923, Suntory has been renowned as a pioneer of Japanese Whisky for its House of Master Blenders and for their Art of Blending. Founder Shinjiro Torii built Japan’s first malt whisky distillery in Yamazaki, and the Suntory legacy continued with Torii’s son and Suntory’s second Master Blender, Keizo Saji, who continued to establish distilleries including the Hakushu Distillery. As the generations of Suntory’s master blenders carry on, Suntory Whisky remains committed to heritage and innovation. The House of Suntory has been named four-time Distiller of the Year at the International Spirits Challenge in London, UK (2010, 2012, 2013, 2014). Suntory Whiskies are subtle, refined and complex. The portfolio includes Yamazaki, Hakushu, Chita, Kakubin, Hibiki, Suntory Whisky Toki and Ao. The House of Suntory portfolio also offers Roku Japanese Gin and Haku Japanese Vodka. Created from Japanese ingredients by the master artisans at the House of Suntory, Roku Gin and Haku Vodka represent the nature and spirit of Japan. This year, Suntory Whisky celebrates one hundred years of whisky innovation—a major milestone not only for the brand’s history, but for Japanese spirits culture as a whole. To mark this anniversary, the House of Suntory will be rolling out its centennial campaign throughout 2023.

Making the “Brilliance of Life” a Reality

We recently renewed Suntory Group’s “Corporate Philosophy” to reflect the company’s cherished founding spirit and motto.

We believe that the “Purpose” of our business is “To inspire the brilliance of life, by creating rich experiences for people, in harmony with nature,” and we have defined “Growing for Good,” “Yatte Minahare” and “Giving Back to Society” as the “Values” that our employees should embrace in order to achieve our Purpose.

These words encapsulate the entire history of Suntory since our founding, driven forward by our unwavering spirit that has led to the broad range of businesses we have today, from premium spirits and beverages to health foods.

As Suntory Group has become increasingly global and diversified in recent years, employees of various nationalities and languages are involved in a wide range of responsibilities across the business. All our employees will come together as one based on this philosophy, aiming for the same Purpose and sharing the same Values, which will lead to better collaboration and value creation for our global business.

The “brilliance of life” cannot be achieved without the brilliance of the earth and society. As people and as a business, we are sustained by the blessings of nature.

Climate change and the loss of biodiversity are urgent priorities that we cannot afford to ignore, both for the future of our planet and humanity, as well as for our own business. In particular, we believe that water sustainability is critical for a company like Suntory, whose business is to deliver the blessings of nature. We will strive to become “water positive” by spreading the knowledge and expertise built up in Japan, such as through our water source conservation activities, to countries around the world. Suntory will also promote initiatives to reduce CO2 emissions, contribute to circular economy for plastics, and respect human rights throughout the entire supply chain.

These efforts to contribute to a sustainable society are positioned at the core of Suntory’s business, precisely because they lead to the “brilliance of life.”

Suntory is not just a manufacturer of products. We are a company that creates rich experiences through our products and services. We develop bonds between people, create joy and inspiration, and bring out the “brilliance” of each and every one of our consumers and customers. This lies at the foundation of Suntory’s spirit of “Monozukuri*”.

To achieve this goal, we need “innovation” and “unparalleled quality,” which are nurtured by focusing on our market with a fresh perspective each day. Suntory employees all over the world, who share the spirit of “Monozukuri” across borders and cultures, collaborate and exchange expertise cultivated in various regions as a “global company originated in Japan” to spread the smiles of consumers around the world.

At the same time, we will work hand in hand with local restaurants, bars and retailers that are supporting food and beverage culture, to accelerate our efforts to deliver new value to consumers.

Our “Global” expansion, coupled with our deep commitment to the “Local” community, are the indispensable driving forces that enable Suntory to create a future brimming with the “brilliance of life.”

Suntory Spirits Ltd. will reopen its Yamazaki Distillery in the outskirts of Kyoto to public from Wednesday, November 1st, 2023.

To further to enhance quality craftsmanship and elevate visitor experience, renovations are under way through 2024 at both Yamazaki and Hakushu Distilleries.

The Yamazaki Distillery has been renovated to a place where visitors can furthermore experience the delicate whisky making embodied by the Japanese nature and climate, and created by Japanese spirits craftsmanship, which is the core attraction of the distillery.

Yamazaki Distillery started its construction in 1923 as the first malt whisky distillery in Japan. Located on the outskirts of Kyoto, Yamazaki lies at the foot of Mt. Tenno surrounded by the rich nature throughout the four seasons of the year. Yamazaki’s water was so pristine that it appears in “Man’yōshū”, an anthology of ancient Japanese poems. As Yamazaki is where the three rivers of Katsura, Uji and Kizu meet, it creates a damp climate ideal for whisky maturation, and by utilizing different washbacks, pot stills and casks, the company has constantly been making wide varieties of whiskies that can only be produced in Japan.

As the distillery that embodies the relentless pursuit of quality and the desire to create a genuine whisky inherited from the founder Shinjiro Torii, the company has kept on renovating and renewing production facilities along with developing new technologies and creating diverse new make spirits at the pilot distillery* to future enhance its quality craftmanship. This renewal will offer new exhibitions and distillery tours for visitors to further experience this distinctive and captivating distillery.

As a world leader in premium spirits, Beam Suntory inspires the brilliance of life by delivering great consumer experiences through its world-class portfolio of brands. Known for its craftsmanship of premium whiskies, including Jim Beam®, Maker’s Mark®, Basil Hayden® and Knob Creek® bourbons; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki®; and leading Scotch brands including Teacher’s, Laphroaig® and Bowmore®, Beam Suntory also produces leading brands such as Courvoisier® cognac, Tres Generaciones®, El Tesoro® and Hornitos® tequila, Roku and Sipsmith® gin, Canadian Club® whisky, and is a world leader in ready-to-drink cocktails, with brands like -196 and On The Rocks™ Premium Cocktails.

A global company with approximately 6,000 employees in more than 30 countries, one of Beam Suntory’s core values is Growing for Good and through its Proof Positive sustainability strategy, the company has committed to ambitious goals and investments to promote environmental sustainability in its operations, ensure the company has a positive impact on the communities where employees live and work, and programs to inform consumers as they make choices about drinking. Headquartered in New York City, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility,

The House of Suntory, the Founding House of Japanese Whisky, celebrates its 100th anniversary of whisky innovation: a major milestone not only for Suntory’s history but for Japanese spirits culture. In honor of this centennial, the House releases a Suntory Anniversary Tribute as imagined by Academy Award-winning Director Sofia Coppola and starring Actor Keanu Reeves, as well as exclusive 100th anniversary editions of its world-renowned whiskies.

Actor Keanu Reeves celebrates his partnership with the House of Suntory honoring 100 Years of Pioneering Japanese Spirit.

Twenty years after filming Lost in Translation, Sofia Coppola returned to Japan to create the Suntory Anniversary Tribute. Coppola brings her artistic genius and admiration for Suntory Whisky to life as the creative director of The Tribute that honors Suntory’s illustrious past, present and future. The Suntory Anniversary Tribute tells the remarkable story of the brand’s heritage and whisky-making legacy over the last 100 years, depicting the meaning of “Suntory Time” through the eyes of its creator. The Suntory Anniversary Tribute, which features actor Keanu Reeves, a lover of Suntory Whisky and who previously appeared in a Suntory Reserve ad campaign in 1992, debuted yesterday during the Suntory Time 100th Anniversary Global Premiere event in New York City and can now be viewed on the House of Suntory website here.

“As the pioneer of Japanese whisky, the House of Suntory played a significant role in shaping culture and leading craftsmanship in Japan over the last century,” said Jon Potter, Managing Director of the House of Suntory. “To mark this historic milestone, partnering with Sofia and Keanu, who are Suntory Whisky fans, makes perfect sense. From our Fifth Generation Chief Blender Shinji Fukuyo’s striking blends to Sofia and Keanu’s unique cinematic creations, this commemoration has surpassed all expectations to celebrate our iconic Japanese whiskies.”

Later this summer, Reeves will star in another creative project in partnership with the House of Suntory: a series of documentary shorts from filmmaker Roman Coppola titled: “The Nature and Spirit of Japan.” The series explores Japanese whisky culture inspired by harmony with nature (Wa), elevated by Japanese craftsmanship (Monozukuri) and enjoyed as an authentic Japanese cultural experience (Omotenashi). The docuseries will strike a balance between education and entertainment, aiming to foster a deeper exploration of the House of Suntory and Japanese culture overall.

“I’m honored to partner with Suntory Whisky again thirty years after our Suntory Reserve campaign,” said Keanu Reeves. “I’m a huge fan of Suntory Whisky, so it’s very special to collaborate in honor of this milestone anniversary. My admiration for the whisky goes beyond tasting the whisky. It is the elevated Japanese craftsmanship and attention to every detail that makes Suntory Whisky so special. As an actor honing and perfecting my own craft, sharing this process in a docuseries is a thrill.”

In honor of the centennial, the House of Suntory is releasing several limited-edition whiskies that highlight the unique Japanese craftsmanship at Suntory’s whisky distilleries and their meticulous art of blending, including Yamazaki 18 Year Old Mizunara and Hakushu 18 Year Old Peated Malt whiskies. Limited 100th anniversary labels of the flagship Yamazaki 12 Year Old and Hakushu 12 Year Old will also be released for the centennial.

“Hakushu and Yamazaki whiskies are gifts from our past handed down by generations,” said Fifth Generation Chief Blender Shinji Fukuyo. “It is fitting to release limited editions as part of this incredible milestone, as they represent our relentless pursuit of quality and symbolize our promise to carry our philosophy on for the next one hundred years and beyond.”

The centennial of the House of Suntory began with the establishment of its Yamazaki Distillery in 1923 —the first and oldest malt whisky distillery in Japan’s history. The House of Suntory founder Shinjiro Torii’s 100-year legacy began with a dream to “create an original Japanese whisky blessed with the riches of Japanese nature and craftsmanship,” which his grandson Shingo Torii carries forth today at Yamazaki and its distilleries across the country. Since its founding, the House of Suntory has been crafting world-class spirits and is known for Yamazaki, Hakushu, Chita, Kakubin, Hibiki, Suntory Whisky Toki and Ao, as well as Roku Gin and Haku Vodka.

This landmark anniversary is a significant milestone for the House of Suntory and for its home country of Japan. As a first step toward its promising future, the House of Suntory is investing 10 billion JPY ($77 million USD) to enhance its Yamazaki and Hakushu Distilleries which are currently closed for renovation and scheduled to reopen this fall. The House of Suntory has become synonymous with some of the best Japanese whiskies in the world today, and it has undoubtedly built a legacy worthy of celebration.

Beam Suntory in India

The House of Suntory, the Founding House of Japanese Whisky, celebrates its 100th anniversary of whisky innovation in 2023. This is a major milestone for Suntory’s history and for the Japanese spirits culture. In honor of this celebration, The House of Suntory unveiled rare whiskies in India including Yamazaki 18-Year-Old Mizunara and Hibiki Japanese Harmony with the centennial packaging.

Beam Suntory’s International Blended Whisky Oaksmith Gold Bags Global Recognition, Wins Big at International Awards Held in London and California for its Blends

Beam Suntory’s International Blended Whisky Oaksmith® Gold and Oaksmith® International win Gold and Double Gold at SIP Awards and both variants win bronze at the London Spirits Competition for its blends.

The Founding House of Japanese Whisky unveiled its exclusive limited-time offerings – Yamazaki 18-Year-Old Mizunara and Hibiki Japanese Harmony in centennial packaging in India, in partnership with Vir Sanghvi, the renowned journalist, author and columnist.

These extraordinary offerings are exceptionally rare, boasting a level of exclusivity that is unparalleled, with only a select few making their way to the Indian market.

This year, The House of Suntory, the Founding House of Japanese Whisky, celebrates its 100th anniversary of whisky innovation: a major milestone not only for Suntory’s history but for Japanese spirit culture. In honor of its centennial, The House of Suntory unveiled limited-edition whiskies in Mumbai, India, that showcase the unparalleled Japanese craftsmanship synonymous with Suntory’s whisky distilleries and their art of meticulous blending.

The centennial was celebrated with the launch of the limited-edition Yamazaki 18-Year-Old Mizunara and Hibiki Japanese Harmony in centennial packaging at an event held in Mumbai, India, hosted by Vir Sanghvi, the renowned journalist, author and columnist. At the heart of this 100th-anniversary celebration was the exclusive “first pour” experience, where 60 distinguished culture shapers came together to witness the inaugural pour of the specially crafted Yamazaki 18-year-old Mizunara in India. The event also witnessed the presence of celebrities such as Jim Sarbh and Kalki Koechlin, adding an extra touch of glamour to this memorable occasion.

The Yamazaki 18-Year-Old Mizunara comprises of meticulously selected malt whiskies all aged for a minimum of 18 years in solely Mizunara casks, providing a rare, elegant Japanese character. The Hibiki Japanese Harmony pays tribute to The House of Suntory’s unique design approach, featuring motifs of snow, moon and flowers representing Japan’s changing seasons. The design wraps around the 24-faceted bottle – representing 24 hours in a day, making it a meaningful collector’s item.

Neeraj Kumar, Managing Director, Beam Suntory India, remarked, “Hibiki and Yamazaki whiskies embody a rich legacy passed down through generations. Introducing these exclusive limited editions as a pivotal part of this momentous milestone is not just a reflection of our relentless pursuit of quality but a celebration of the very essence of the Japanese craft. Each bottle stands as a testament to the craftsmanship embedded in our history, symbolizing the culmination of generations of dedication and expertise.”

Both limited-time offerings will be available for retail as well as feature on the menu of star properties in select cities including Mumbai, Pune, Goa, Bangalore, Chennai, Kolkata, Delhi NCR, and Rajasthan. While the Yamazaki 18-Year-Old Mizunara, will be available at an average retail price of INR 3 lakhs per bottle, the 100th Anniversary Edition of Hibiki Japanese Harmony, will be available at a retail price of INR 40,000 per bottle. Exact retail prices for both will vary by state per local regulations.

The exclusive launch event was a significant milestone within the broader series of celebrations dedicated to honoring the illustrious House of Suntory. It was one of many captivating experiences that have marked this centennial journey. Recently, a nationwide tour with Zoran Peric, International Brand Ambassador for The House of Suntory, concluded. It featured a dynamic roadshow with industry experts focused on House of Suntory’s spirits, the art of ice carving and much more. These celebrations reflect the House’s ongoing commitment to the craft behind its exceptional spirits and its century-long legacy.

The centennial of Suntory Whisky began with the establishment of its Yamazaki Distillery in 1923 – the first and oldest malt whisky distillery in Japan’s history. Founder Shinjiro Torii’s legacy began with a dream to “create an original Japanese whisky blessed with the riches of Japanese nature and craftsmanship”, which his grandson Shingo Torii still carries forth today. Since its founding, the House of Suntory has been crafting world-class spirits and is known for Yamazaki, Hakushu, Chita, Kakubin, Hibiki, Suntory Whisky Toki and Ao, as well as Roku Gin and Haku Vodka.

This landmark anniversary is a significant milestone for House of Suntory and for its home country of Japan. As a first step toward its promising future, Suntory invested 10 billion JPY ($77 million USD) to enhance its Yamazaki and Hakushu Distilleries. Both distilleries have recently reopened in Japan. The House of Suntory has become synonymous with some of the best Japanese whiskies in the world today, and it has undoubtedly built a legacy worthy of celebration.

Originally making its debut in 1989, Hibiki is considered among the most prestigious whiskies in the world and has become one of the most sought-after Japanese blended whiskies. Hibiki is a harmonious blend of various malt and grain whiskies from Suntory’s Yamazaki, Hakushu and Chita distilleries. The limited-edition Hibiki 21-Year-Old is a delicate marriage of malt and grain whiskies that are meticulously blended to create an orchestra of flavors and aromas. For this special centennial edition, rare Mizunara oak is placed at the forefront, profoundly influencing the blend while still maintaining Hibiki’s character and essence.

“For the limited-edition Hibiki 21-Year-Old, our team took on the challenge of crafting a new blend to celebrate our centennial,” says Chief Blender of Suntory Shinji Fukuyo. “With meticulous precision, we managed to harness the challenging-yet-rewarding characteristics of Japanese Mizunara oak to accentuate the unique flavor profile for which our Hibiki whiskies are known. This special whisky showcases our continued dedication to craftsmanship at the House of Suntory.”

The centennial anniversary label design on the Hibiki 21-Year-Old bottle artfully displays a gradual transition of colors that evoke the sunrise in Japan, a symbol of life, vitality and the ever-flowing passage of time. In Japanese culture, the sun holds deep meaning, as it nurtures the surrounding nature and provides essential energy. It stands as a reminder to appreciate life and embrace the changes that come with each passing moment.

Tender gold in color, this extraordinary whisky embodies the spirit of “Wa,” or oneness, with enticing aromas. It offers refined and elegant notes of kumquat and jasmine with Japanese incense. The palate is subtly sweet and floral combined with spiced sandalwood and agarwood. The result is a long and deep finish with undertones of spiced Mizunara wood. Hibiki 21-Year-Old is bottled at 43 percent ABV. It is available globally in select markets.

The House of Suntory’s centennial Hibiki Japanese Harmony bottle design brings the art of “Monozukuri” craftsmanship to life—it’s this same relentless pursuit for quality, ingenuity, and expressiveness that has inspired the design of each of the house’s centennial limited editions. The Hibiki Japanese Harmony centennial edition packaging features motifs of snow, moon and flowers representing Japan’s changing seasons. The ‘Kakehashi’ (bridge) depicted on the bottle links Japan and the world to the past, present and future. The water flowing underneath is pure and clear, symbolizing the cleansing of hardships and calamity. The ‘Kakehashi’ symbolizes the emotional connection of the Japanese people to their country’s unique seasonality and its significance in everyday life, fostering an appreciation for time that deeply resonates and inspires Hibiki.

Amber in color, this luminous and delicate whisky presents notes of rose, lychee, a hint of rosemary, mature woodiness and sandalwood on the nose. On the palate, it offers aromas of honey-like sweetness, candied orange peel and white chocolate. The finish is both subtle and tender with a hint of Mizunara. Hibiki Japanese Harmony is bottled at 43 percent ABV. It is available globally in select markets.

Earlier this year, the House unveiled its centennial edition Yamazaki 18-Year-Old Mizunara and Hakushu 18-Year-Old Peated Malt whiskies. Limited 100th anniversary labels of the flagship Yamazaki 12-Year-Old and Hakushu 12-Year-Old were also released for the centennial. All four are available in select markets around the world.

Premium spirits specialist Beam Suntory has created a pioneering ‘Brand Ambassador Excellence’ platform, to promote learning and connection to support its global travel retail business.

Purpose-built for the travel retail environment, this new digital platform has been designed to ensure Brand Ambassadors have the in-depth knowledge necessary to deliver the best premium shopper experiences all over the world – and take their learning to the next level.

Simple and easy to navigate, Beam Suntory’s new platform offers a range of functionalities, all tailored to assist Brand Ambassadors in their day-to-day tasks and enhance their ability to engage with traveling consumers. A centralized digital learning hub invites users to immerse themselves in over 200 years of brand stories and industry knowledge. Assigned e-learning plans allow Ambassadors to focus on the key priorities for their location – and keep track of progress – while earning points for different achievements and milestones.

A social page allows Brand Ambassadors to connect with each other to create a global community, while sharing insights, ideas and successes in connection with Beam Suntory brands.

Beam Suntory Senior Brand Ambassador Excellence Manager Global Travel Retail, John Galiatsatos, said, “Global travel retail Brand Ambassadors play a crucial role in bringing our much-loved brands to life for consumers. They are our storytellers, connecting and building lasting relationships with our shoppers and consumers, and are a vital part of our mutual strategy with our retail partners to drive footfall into store.

“The Brand Ambassador Excellence Platform will help to drive sustainable growth for our brands by ensuring our Brand Ambassador community is always well-informed and connected to our brands. Beam Suntory is proud to accelerate our digital footprint and capabilities to provide this one-stop-shop to support our valued Brand Ambassadors.”

Beam Suntory Global Travel Retail Managing Director, Ashish Gandham, paid tribute to the contribution of Brand Ambassadors, who represent Beam Suntory brands in more than 61 locations around the world. “Beam Suntory GTR marked a significant milestone in 2023, officially surpassing pre-pandemic sales in this dynamic, growing channel. Our outstanding Brand Ambassadors played a critical role in helping us reach this milestone, and we will continue to invest in giving them the resources they need to be effective,” he commented.

“Beam Suntory is pleased to introduce this best-in-class digital platform to further empower our Beam Suntory Brand Ambassadors as we aim to drive consistent ‘Excellence in Execution’ and deliver a premium experience to our shoppers at airports, border stores and within the cruise sector,” Gandham added.

Vincent Fernandes

Suntory Celebrates its 100th Anniversary of Whisky Making