Beam Suntory, the owner of brands such as Jim Beam, Bowmore, and Canadian Club, is rebranding to become Suntory Global Spirits.
The US firm stated that the move reflected its evolution into a “truly global leader” across categories in spirits and ready-to-drink cocktails. It comes 10 years after Suntory Holdings acquired Beam Inc., with the business almost doubling in size during this period to a “$5.5 billion-dollar global spirits powerhouse”.
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,” said Greg Hughes, President & CEO of Suntory Global Spirits.
The company stated that the rebrand would help drive value as one global team and focus on its key priorities, including American whiskey, Japanese Spirits, Scotch, Tequila and ready-to-drink while providing flexibility for growth in the future.
