Whisky is a passion to explore. From the history of the spirit to the evolution of the industry, the story of whisky helps fuel that passion. Often, it’s easy to forget that whisky is also a global multibillion dollar industry. The stories of whisky — from news and new releases to in-depth inquires and what goes on behind the label — blend together to help us appreciate the spirit of whisky.


Suntory Rebrands Beam Suntory as Suntory Global Spirits

Ten years after acquiring Beam Inc. for $16 billion to create Beam Suntory, Suntory Holdings has dropped the Beam name from its corporate branding in favor of Suntory Global Spirits.

“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 in a news release announcing the change. The move is designed to unite the company’s global operations with its Japanese base, while focusing on key priorities including Bourbons and other American whiskies, Japanese spirits, Scotch, Tequila, and the ready-to-drink market.

Since the acquisition on April 30, 2014, the company has grown from a $2.5 billion company to $5.5 billion in annual sales with more than 6,000 employees around the world. It remains the only whisky maker with distilleries and brands in all five key whisky-making countries: Scotland, Japan, Ireland, Canada, and the United States.

Links: Suntory Global Spirits

Image courtesy Suntory Global Spirits.