Beam Suntory Rebrands to Suntory Global Spirits and grows significantly

Company marks 10 years since Suntory acquisition

New positioning sets global business up for next era of growth and leadership

Beam Suntory, a world leader in premium spirits, today announced it’s rebranding to become Suntory Global Spirits, reflecting the company’s evolution into a truly global leader across categories in spirits and Ready-To-Drink cocktails. The new name is introduced as the company marks 10 years of sustained, profitable growth since Suntory Holdings acquired Beam Inc. in 2014.

The company has grown significantly over this time period – including from a $2.5 billion-dollar company to a $5.5 billion-dollar global spirits powerhouse today – and its team has also expanded, now comprised of 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 & CEO of 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.”

“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. “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.”

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. It 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.

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.

The establishment of Suntory India

The development process for Oaksmith is a good example of localization this approach. Suntory’s development team thoroughly researched the flavors Indian consumers look for in whisky. In India, it is common to drink whisky mixed with soda or water, so a blend was needed whose flavor would stand out even when consumed this way. Indian preferences also tend to favor fruitiness and smoothness over smokiness, and these insights were reflected in the product design.

In June 2024, Suntory Holdings established a new company, Suntory India, to strengthen its business foundation in spirits, beverages, and health foods in the Indian market, and began operations that July. In addition to its already-established spirits business, this new company aims to enter the Indian market in the soft drink and health food sectors as well.

Notably, Suntory has decided on a “third entry” into the soft drink business that failed 12 years ago. Behind this decision lies a structural change in the Indian beverage market. As of 2025, the size of India’s beverage market has reached approximately $80.1 billion and continues to grow at an annual rate of 6.8%. In particular, demand for functional beverages and RTD (ready-to-drink) drinks, driven by rising health consciousness, is expanding rapidly, and the market environment has changed significantly since 12 years ago.

What stands out in Suntory’s latest strategy for re-entering India is its ability to leverage the foundation it has already built through its spirits business. The distribution network, understanding of local business practices, relationships with government agencies, and brand recognition built through the spirits business all provide a major advantage in launching the beverage and health food business.

The biggest difference from the failure 12 years ago is that this is not “entry from scratch” but “entry built on an existing foundation.” This strategic advantage should prove effective both in reducing risk and in securing speed.

The current state and outlook of the Indian beverage market

Market size and growth drivers

India’s beverage market is growing rapidly, driven by the three tailwinds of demographics, urbanization, and rising incomes. In particular, the soft drink market was worth approximately $20.7 billion as of 2024 and is projected to reach approximately $32.1 billion by 2033. With an estimated average annual growth rate of 4.6-7.0%, India is one of the markets with the greatest room for growth in the world, at a time when beverage markets in developed countries are reaching maturity.

Growth is being driven by the spread of RTD beverages, a shift in demand toward low-sugar and sugar-free products, and middle-class growing interest in premium beverages accompanying this expansion. In addition to global companies such as Coca-Cola and PepsiCo, Indian-origin brands such as Paper Boat, Raw Pressery, and Lahori Zeera are also growing rapidly, and the market is becoming increasingly diversified.

The rise of health and functional beverages World Bank ups India’s GDP growth projection to 7.1 pc for FY27

Oaksmith® Introduces Nagomi: A New Benchmark in Indian Whisky Craftsmanship

15 July 2025, National: Oaksmith®, India’s pioneering international blended whisky brand, proudly unveils its most premium expression yet – Oaksmith® Nagomi. With this launch, the brand blends Japanese craftsmanship and global whisky making expertise, setting a new benchmark for modern Indian whisky.

This expression brings together the richness of aged Scotch malts, smoothness of American Bourbons, and the precision of Japanese blending techniques to craft a whisky that is rich, smooth, and harmoniously balanced. Inspired by the Japanese philosophy of ‘Nagomi,’ which represents harmony and balance – this whisky is a testament to the art of bringing diverse elements together in perfect sync. Oaksmith® Nagomi has been crafted by Shinji Fukuyo, Chief Blender at Suntory, who was recently honored as Master Blender of the Year at the International Spirits Challenge 2024.

“With Oaksmith® Nagomi, we are not just introducing a new expression; we are reaffirming our commitment to elevate the Indian whiskey segment,” said Rishi Walli, Senior Director – Marketing & IMFL Brands, Suntory Global Spirits. “Nagomi, inspired by the Japanese ethos of harmony and balance, is a whiskey crafted for those who seek a fresh expression of aspiration. It also represents our dedication to blending global excellence, heritage, and authenticity, creating distinctive, high-quality whiskies that offer a premium experience with a truly international spirit. This launch marks the next chapter of Oaksmith’s® journey where our Japanese legacy creates something more elevated for the evolving tastes of India.” he added.

Oaksmith® Nagomi is a sensorial celebration meticulously crafted for the Indian palate. From its intense rich gold appearance to smoky, spicy, and fruity aromas, it offers a full- bodied experience with woody undertones from oak casks, finishing bright, smooth, and surprisingly long. Inspired by Japanese aesthetics, the bottle design reflects strength, simplicity, and timeless elegance, resonating with modern Indian consumers who value authenticity and character.

With its launch in Goa, Oaksmith® expands its premium portfolio, adding Nagomi alongside Oaksmith® International and Gold, bringing Japanese artistry and modern whisky-making excellence to India.

This represents a key milestone in the brand’s journey, offering a refined choice for consumers looking to upgrade from regular IMFL whiskies. With this launch, Oaksmith® continues to shape the premium whisky category in India, bringing together global expertise and fine craftsmanship to meet the growing demand for elevated drinking experiences.