Suntory
A Japanese beverage and spirits group known for whisky, soft drinks, beer, wine, wellness products, and international drinks brands.
Last updated October 10, 2026
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Overview
Suntory is a Japanese multinational beverage and food group headquartered in Osaka. Its origins date to February 1, 1899, when Shinjiro Torii opened Torii Shoten to sell imported wines. The company’s early success came from Akadama Port Wine, introduced in 1907, while its later identity was shaped by the decision to develop Japanese whisky for domestic consumers. In 1923, Torii established the Yamazaki Distillery, Japan’s first malt whisky distillery, creating the foundation for brands including Yamazaki, Hakushu, Hibiki, Toki, and Kakubin. The business operated as Kotobukiya from 1921 until it adopted the Suntory name in 1963. The name combined the sun imagery associated with Akadama and an anglicized form of Torii. After the Second World War, the company rebuilt demand for whisky through products such as Torys Whisky and imaginative marketing, including the 1961 “Drink Torys and Go to Hawaii” campaign. Suntory later broadened whisky consumption through the promotion of the highball as an accessible, food-compatible serve, helping reconnect blended whisky with everyday drinking occasions in Japan. Suntory’s portfolio now spans alcoholic and non-alcoholic beverages, wellness products, food-related businesses, and selected cultural and social initiatives. Its alcohol operations include Japanese whisky, bourbon, Canadian and Irish whisky, Scotch whisky, gin, vodka, rum, tequila, liqueurs, wine, and beer. Through Suntory Global Spirits, formerly Beam Suntory, the group owns or manages internationally recognized brands such as Jim Beam, Maker’s Mark, Knob Creek, Canadian Club, Roku, Sipsmith, Haku, and various tequila and liqueur labels. Its Japanese beverage business includes BOSS Coffee, Iyemon tea, C.C. Lemon, Suntory Tennensui mineral water, Orangina, Ribena, Lucozade, Schweppes, and Pepsi products distributed or manufactured in particular markets. The group reorganized into a holding-company structure in 2009. Suntory Beverage & Food later became a separately listed operating company, while the wider holding group retained privately controlled ownership. Expansion accelerated through acquisitions including Orangina-Schweppes, the GlaxoSmithKline drinks business containing Lucozade and Ribena, and Beam Inc. in 2014. The Beam transaction substantially increased Suntory’s scale in global spirits and resulted in the formation of Beam Suntory, which was renamed Suntory Global Spirits in 2024. Suntory also operates wellness businesses in Japan and selected Asian markets, offering supplements, functional foods, skincare, and products built around research associated with fermentation and alcohol production. The group has participated in joint ventures and partnerships in beverage manufacturing, including arrangements with PepsiCo and regional partners. Its wider corporate identity emphasizes craftsmanship, product development, cultural engagement, and responsible enjoyment of alcoholic beverages. Suntory remains active internationally while retaining a distinctive Japanese heritage centered on whisky, hospitality, design, and long-term brand building.
History
Suntory began in Osaka in 1899, when Shinjiro Torii opened Torii Shoten as an importer and seller of Western wines. The company’s early breakthrough was Akadama Port Wine, a fortified wine launched in 1907 and marketed with imagery built around a red sun. In 1921, the business was incorporated as Kotobukiya. Torii then pursued an ambitious strategy: rather than relying only on imported alcohol, he sought to make whisky in Japan for Japanese consumers. That strategy led to the construction of Yamazaki Distillery in 1923. The site became the starting point for Japanese malt whisky production and eventually the source of one of Suntory’s best-known brands. Early whisky development was difficult, and wartime shortages restricted new product work. After the war, Kotobukiya revived Torys Whisky in 1946. Its relatively accessible price and broad promotional approach helped the company participate in the expansion of whisky consumption during Japan’s postwar economic development. Marketing became an important part of Suntory’s culture. The 1961 “Drink Torys and Go to Hawaii” campaign connected whisky consumption with the aspiration of overseas travel at a time when foreign trips were unusual for ordinary Japanese consumers. In 1963, Kotobukiya changed its name to Suntory, a name derived from the sun symbolism of Akadama and the founder’s surname. The company continued to build a portfolio that included whisky, wine, beer, soft drinks, and later coffee and tea. Suntory’s beverage business expanded through domestic product development and partnerships. Its soft-drinks portfolio came to include BOSS Coffee, Iyemon tea, C.C. Lemon, mineral water, and other products. From the late 1990s, Suntory also worked with PepsiCo in Japan on Pepsi and Mountain Dew products. During the late 2000s, the company helped renew interest in blended whisky by presenting the whisky highball as a casual drink suitable for meals and social occasions. Standardized dispensing systems and on-premise promotion made the serve easier to reproduce in restaurants and bars. In 2009, Suntory moved to a holding-company structure and separated major activities into specialized operating entities. The following period brought substantial international expansion. Suntory acquired Orangina-Schweppes in 2010, adding a major European soft-drinks platform. Its beverage and food division listed in Tokyo in 2013, and the company acquired the Lucozade and Ribena drinks business from GlaxoSmithKline that same year. The most consequential transaction was the acquisition of Beam Inc., announced in 2014 and completed in April of that year. Beam brought Jim Beam, Maker’s Mark, Knob Creek, and other American and international spirits brands. The enlarged spirits business became Beam Suntory, giving Suntory a significantly broader global distribution network and a position among the world’s largest spirits producers. Subsequent portfolio development included the acquisition of Sipsmith in 2016 and the continued expansion of Japanese-origin brands such as Roku Gin and Haku Vodka. Suntory has also maintained interests beyond conventional drinks. Its wellness business sells supplements, functional foods, and skincare products, especially in Japan and selected Asian markets. The group has participated in regional beverage joint ventures, including arrangements with PepsiCo and Indonesian partner GarudaFood. It has also supported cultural institutions such as the Suntory Museum of Art and Suntory Museum Tempozan, while operating sports teams and engaging in social programs. In 2024, Beam Suntory was renamed Suntory Global Spirits, aligning the subsidiary more directly with the parent group’s identity. Suntory Beverage & Food appointed Makiko Ono as its chief executive in 2023, the first woman to hold that position. The group’s continuing strategy combines premium spirits, mass-market refreshments, innovation, acquisitions, and the international presentation of Japanese craftsmanship. Its historical development remains closely associated with whisky, but its current activities cover a much wider drinks and wellness ecosystem.
- 2024
Beam Suntory is renamed Suntory Global Spirits
[1]The spirits subsidiary adopts a new name, website, and visual identity.
- 2016
Sipsmith joins the spirits portfolio
[1]Beam Suntory acquires the London gin producer.
- 2014
Beam acquisition completed
[1]The acquisition gives Suntory control of a major global spirits portfolio and creates Beam Suntory.
- 2013
Beverage and food division lists in Tokyo
[1]Suntory Beverage & Food becomes a publicly traded operating company.
- 2010
Orangina-Schweppes acquisition
[1]Suntory adds a substantial international soft-drinks platform.
- 2009
Holding-company reorganization
[1]Suntory Holdings is formed and major businesses are divided among specialized subsidiaries.
- 1963
Kotobukiya adopts the Suntory name
[1]The corporate name changes to Suntory, derived from sun imagery and the founder’s name.
- 1961
“Drink Torys and Go to Hawaii” campaign
[1]A landmark campaign links whisky drinking with the aspiration of international travel.
- 1946
Torys Whisky returns after the war
[1]The reintroduced whisky supports Kotobukiya’s postwar recovery and broader whisky consumption.
- 1923
Yamazaki Distillery is established
[1]Shinjiro Torii builds Japan’s first malt whisky distillery, laying the foundation for Suntory’s Japanese whisky business.
Products and positioning
Premium and diversified beverage group combining Japanese craftsmanship with a broad international spirits and soft-drinks portfolio.
Whisky
Japanese whisky
Suntory’s Japanese whisky portfolio includes Yamazaki, Hakushu, Hibiki, Chita, Toki, Kakubin, and Torys. Yamazaki traces its heritage to the company’s 1923 distillery, while Hakushu represents the group’s forest-distilled single-malt style. Hibiki is a blended whisky brand associated with layered maturation and Japanese presentation. Together, these products form the core of Suntory’s premium heritage proposition.
Coffee beverage
BOSS Coffee
BOSS is Suntory’s major ready-to-drink coffee brand, sold primarily through Japan’s convenience, vending, and retail channels and extended into selected overseas markets. The range includes canned and bottled coffee formats designed for different levels of sweetness, milkiness, and serving temperature. It is one of the group’s most visible non-alcoholic brands.
Tea
Iyemon
Iyemon is a Japanese green-tea brand developed around the idea of traditional tea craftsmanship in a convenient packaged format. The portfolio typically emphasizes brewed tea character and everyday refreshment. It represents Suntory’s strategy of combining cultural familiarity with mass-market bottled beverage distribution.
Beer
The Premium Malt's
The Premium Malt’s is Suntory’s premium Japanese beer line. It is positioned around richer malt character, aroma, and a more elevated drinking occasion than standard lager products. The brand is complemented by other Suntory beer and low- or no-alcohol offerings, including Kin-Mugi and All-Free.
Gin
Roku Gin
Roku is a Japanese craft gin built around six botanicals associated with the seasons and culinary traditions of Japan. Its positioning combines a contemporary premium-spirit format with distinctly Japanese ingredients and design. The brand is part of Suntory’s international premium spirits expansion.
Bourbon whiskey
Jim Beam
Jim Beam is a globally distributed Kentucky bourbon brand acquired through Suntory’s purchase of Beam Inc. It anchors Suntory Global Spirits’ American whiskey business and is sold in multiple expressions and formats. The brand gives Suntory substantial reach in mainstream and premium bourbon categories.
Bourbon whiskey
Maker's Mark
Maker’s Mark is a premium Kentucky bourbon brand within Suntory Global Spirits. It is recognized for its distinctive bottle presentation and hand-dipped wax seal, as well as a soft, approachable bourbon profile. The brand supports Suntory’s premiumization strategy in international whiskey markets.
Soft drink
Orangina
Orangina is a carbonated citrus drink added to Suntory’s international soft-drinks portfolio through the acquisition of Orangina-Schweppes. Its proposition is built around citrus flavor and a distinctive textured drinking experience. Availability and ownership arrangements vary by market.
Health and wellness
Suntory Wellness
Suntory Wellness develops supplements, functional foods, and skincare products, with its strongest presence in Japan and selected Asian markets. Its range has included products based on sesame-derived ingredients, fish oils, royal jelly, propolis, collagen, vitamins, minerals, and functional claims. The business extends Suntory beyond conventional beverages.
Controversies
2026
Japan Fair Trade Commission raids major beer makers including Asahi and Kirin over alleged price-fixing cartel
Japanese competition authorities raided the country's biggest beer makers over allegations that they worked together to raise beverage prices. Asahi and Kirin confirmed that the Japan Fair Trade Commission searched their premises; reports say Sapporo Breweries and Suntory Spirits were also raided. Kirin Holdings said its subsidiary Kirin Brewery Company was searched on suspicion of violating the Antimonopoly Act, and Asahi Breweries confirmed it is subject to investigation over a suspected violation of Japan's antitrust legislation. The investigation reportedly centres on price increases announced in April 2025 and October 2022, which the companies attributed to rising raw material, energy and transportation costs. Shares of Asahi, Kirin and Sapporo fell after news of the investigation broke on Wednesday, 7 October 2026. Asahi and Kirin said they would fully cooperate with the commission.
Marketing campaigns
- 2023Suntory centenary tribute video
Global
Sofia Coppola directed a centenary tribute featuring Keanu Reeves and visual references to earlier Suntory advertising and Lost in Translation.
Outcome. Reinforced Suntory’s connection with film history, Japanese advertising, and global popular culture.
- 2000Whisky highball revival
Japan
Suntory promoted the highball as an approachable, meal-compatible everyday serve, supported by standardized dispensing equipment and on-premise programs.
Outcome. Helped broaden interest in blended whisky and reposition it for casual social occasions.
- 1970Celebrity-led whisky advertising
Japan
Suntory used American entertainers, including Sammy Davis Jr., in television advertising, an early example of a major East Asian company using international celebrity culture to market alcoholic beverages.
Outcome. Strengthened Suntory’s modern, cosmopolitan image.
- 1970Akira Kurosawa whisky commercials
Japan
Akira Kurosawa directed Suntory commercials featuring American film figures, including Francis Ford Coppola, on the set of Kagemusha.
Outcome. Created a durable association between Suntory whisky, cinema, and international creative culture.
- 1961Drink Torys and Go to Hawaii
Japan
The campaign presented whisky consumption as connected to the dream of overseas travel, using Hawaii as an especially powerful symbol in postwar Japan.
Outcome. Helped make Torys Whisky culturally visible and linked the brand with aspiration and modern leisure.
Brand decisions
2024
Rename Beam Suntory as Suntory Global SpiritsStrategyBackground
Suntory sought to present its global spirits business more directly as part of the wider Suntory group.
Action taken
Beam Suntory adopted the Suntory Global Spirits name and introduced a new website and visual identity.
Aftermath
The change unified the subsidiary’s public identity with Suntory’s broader international brand architecture.
2014
Acquire Beam Inc.M&ABackground
Suntory aimed to become a larger global spirits company with stronger positions in bourbon and international whiskey.
Action taken
Suntory agreed to acquire Beam Inc.; the transaction was completed in April 2014 and the resulting business became Beam Suntory.
Aftermath
The acquisition brought Jim Beam, Maker’s Mark, and other major spirits brands into the group and greatly increased its global scale.
2010
Acquire Orangina-SchweppesM&ABackground
Suntory sought to increase its international presence in non-alcoholic beverages.
Action taken
The group acquired Orangina-Schweppes and added brands such as Orangina and Schweppes to its portfolio.
Aftermath
The transaction expanded Suntory’s European and international soft-drinks operations.
2009
Create a holding-company structureStrategyBackground
Suntory had developed a broad portfolio spanning beverages, spirits, wellness, wine, and related services.
Action taken
The group reorganized as Suntory Holdings and assigned major activities to specialized subsidiaries.
Aftermath
The structure supported further operational specialization and international expansion.
1923
Build Japan’s first malt whisky distilleryStrategyBackground
Shinjiro Torii wanted to create a domestic whisky industry rather than depend entirely on imported Western alcohol.
Action taken
Suntory established Yamazaki Distillery near Osaka and began developing whisky suited to Japanese conditions and tastes.
Aftermath
The decision became the foundation of Suntory’s Japanese whisky heritage and premium international positioning.
Recent events
Japan Fair Trade Commission raids major beer makers including Asahi and Kirin over alleged price-fixing cartel[3]
Reported:
Japanese competition authorities raided the country's biggest beer makers over allegations that they worked together to raise beverage prices. Asahi and Kirin confirmed that the Japan Fair Trade Commission searched their premises; reports say Sapporo Breweries and Suntory Spirits were also raided. Kirin Holdings said its subsidiary Kirin Brewery Company was searched on suspicion of violating the Antimonopoly Act, and Asahi Breweries confirmed it is subject to investigation over a suspected violation of Japan's antitrust legislation. The investigation reportedly centres on price increases announced in April 2025 and October 2022, which the companies attributed to rising raw material, energy and transportation costs. Shares of Asahi, Kirin and Sapporo fell after news of the investigation broke on Wednesday, 7 October 2026. Asahi and Kirin said they would fully cooperate with the commission.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Suntory pledges AU$500,000 for Australian wildfire recovery[4]
Reported:
Suntory pledged AU$500,000 to aid recovery in communities affected by Australian wildfires. The funding was to be split among the Australian Red Cross, the New South Wales Rural Fire Service and WIRES, with contributions from Suntory Holdings, Beam Suntory and Frucor Suntory.
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