Beam Suntory has rebranded as Suntory Global Spirits with a portfolio that includes Bourbons Maker’s Mark, Knob Creek and Jim Beam, as well Suntory’s Japanese whisky range and El Tesoro Tequila.
It comes as the US$1.2bn sale of Courvoisier to Campari Group completes, marking Suntory Global Spirits exit from the Cognac category. The Campari deal is the ‘most significant’ deal in Campari’s history and signals its commitment to expansion in the spirits sector, with expected growth in the US coupled with broader production and bottling capabilities in France.
It was 10 years ago, in May 2014, that the Japanese drinks group Suntory completed its US$16 billion acquisition of Beam Inc to create Beam Suntory and the rebrand follows “10 years of sustained, profitable growth.”
Greg Hughes, president and CEO of Suntory Global Spirits, said: “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”, adding that “Becoming Suntory Global Spirits is the natural next step in our evolution.”
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Campari Group seals biggest deal in its history as it gets set to buy Courvoisier
