Beam Suntory has rebranded itself to become Suntory Global Spirits, marking the 10 years since Suntory acquisitions of Beam Inc. in 2014. The 10 years has seen the company nearly double its growth from a from a $2.5 billion-dollar company to a $5.5 billion-dollar global spirits powerhouse today.

The rebrand includes the launch of a new website and visual identity to celebrate Suntory Global Spirits’ focus on quality, craftsmanship and sustainability –brand attributes that they feel are connected to and complemented by those of its parent company, Suntory Holdings. 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. 

Since the acquisition of Beam Inc. in 2014, the company has seen an incredible transformation to become an even stronger organization, led by the shared values of Yatte Minahare, Growing for Good and Giving Back to Society.

“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. “  

“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,” said Greg Hughes, President & CEO of Suntory Global Spirits. 

The company’s new brand platform also pays homage to the bold steps that Suntory and Beam Suntory, now Suntory Global Spirits, have taken over the last decade in pursuit of Suntory Global Spirits’ ambition to become the World’s Most Admired Premium Spirits Company.