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Suntory brings Singapore operations in-house
Japanese drinks multinational Suntory Global Spirits has announced that its Singapore-based division has taken on sole distribution, sales and marketing for the group’s brands in the region.
The move is the company’s first of its kind in Southeast Asia.
Asia Pacific president Masato Hayashi as “the natural progression of our growth ambitions”, according to Global Drinks Intel. A spokesperson in Singapore said the unit’s distribution had previously been overseen by Cooperhouse Asia.
“The commercial business in Singapore is poised to capture the tremendous opportunities the city-state provides, which has one of the highest growing GDPs in the world,” said Suntory Global Spirits Asia Pacific. “Demand for premium brands, combined with Suntory Global Spirits’ direct control of the RTM and on-the-ground team, positions the business for growth.”
Suntory Global Spirits, formally known as Beam Suntory, is the American subsidiary of the Japanese beverage company Suntory. The company said that the name change, which occurred in March 2024, marked “10 years of sustained, profitable growth”, which has seen it expand from a US$2.5 billion company to a US$5.5 billion powerhouse. A new website and visual identity followed the name change, focusing on the company’s pillars of “quality, craftsmanship and sustainability”, according to the firm.
Its brands include American Bourbon Jim Beam, Scotch whisky Laphroaig and Roku gin.
Suntory has been expanding its presence in markets across Asia in recent months. It announced the establishment of Suntory India Private Limited on 27 June, noting that the new company would commence operations in July.
The Japanese brewer and distiller said the new branch would “cover corporate functions required to build a firm business foundation and accelerate growth in its existing spirits business”. CEO Takeshi Niinami said the company’s Indian division will make up “more than 10%” of the business once fully operational.
He also revealed that in the next five to 10 years, the company hopes its Indian arm will make up a double-digit proportion of the business. “More than 10% is our goal,” he said when asked about long-term plans in India.
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