GROWTH BRANDS

by KRYSTINA SKIBO

With the spirits industry still experiencing a softer market after record high sales during Covid , producers have worked overtime to come up with creative marketing solutions to keep sales flowing . Our 2024 Spirits Supplier of the Year , Suntory Global Spirits ( previously known as Beam Suntory ) is hitting its stride , with Marker ’ s Mark , Hornitos , Knob Creek and Basil Hayden increasing case sales from 2022 to 2023 .

Beverage Information Group spoke with the company ’ s U . S . chief commercial officer Dave Turo on Suntory ’ s success over the past year , as well as what ’ s in store for the future .

BEVERAGE INFORMATION GROUP : WHAT LED TO SUN- TORY GLOBAL SPIRITS ’ SUCCESS OVER THE PAST YEAR ? DAVE TURO : At Suntory Global Spirits , we attribute our success to our relentless focus on quality ; it ’ s what sets us apart from other suppliers . As we experience a softer market as an industry , it ’ s more important than ever that we meet consumers ’ expectations . That means offering the type of products consumers are looking for and delivering with the highest quality . Interest in a category , a particular innovation or brand is what gets someone to try you once , but the quality is what earns you the repeat purchase .

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David Turo , U . S . chief commercial officer for Suntory Global Spirits Jim Beam Black

BIG : WHAT CHALLENGES DID THE COM- PANY HAVE TO OVERCOME ? DT : We faced many of the same challenges as our peers in the industry : After many years of tailwinds , 2023 was a turning point for the industry , when it became a battle to win consumer attention and their hard-earned dollars . We attribute the challenges we saw in 2023 to three key trends : 1 ) Consumer behavior normalizing post-Covid ; 2 ) Rising interest rates that changed retailer buying patterns ; and 3 ) Inflation making consumers hold their wallets a bit tighter .

For our team at Suntory Global Spirits , it came down to making sure our brands connected with consumers , that we have innovations that appealed to a range of consumers and focusing on what we can control , such as driving in-market execution like enhanced distribution and impactful displays and increased menu mentions on cocktail lists to ensure our brands stand out .

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