GROWTH BRANDS

BIG : WHAT ACTIVATIONS OR PROGRAMS WERE MOST HELPFUL IN GROWING YOUR BRANDS ? DT : Our global House of Suntory 100th anniversary activation played a big role in driving demand for our high-end [ limited-time offerings ]. We released a Suntory Anniversary Tribute directed by Academy Award-winning Director Sofia Coppola and starring Keanu Reeves , telling the story of the brand ’ s heritage and whisky-making legacy . Suntory has long been the leader in Japanese whisky and the centennial activation spoke to our pioneering role in making Japanese whisky what it is today .

Across our portfolio , our sports activations are key to growing core brands such as Jim Beam , Maker ’ s Mark and Hornitos . We have partnerships across a range of teams , including the New York Yankees , Brooklyn Nets , New York Knicks , Boston Red Sox , Chicago Cubs , Philadelphia Phillies , Atlanta Braves , Dallas Cowboys and the LA Dodgers . These programs allow us to reach a wide range of consumers in key metropolitan areas and create multiyear partnerships for an ongoing presence .

Suntory Global Spirits completely reformulated and relaunched Jim Beam Black this past year .

BIG : WHAT DO YOU HAVE PLANNED FOR 2024 FOR SUNTORY GLOBAL SPIRITS TO EN- GAGE WITH CONSUMERS ? DT : 2024 is our year to do big things . Jim Beam is a big focus for our business this year . From a marketing perspective , we ’ ve launched the next iteration of our People are Good For You Campaign , ' Best Enjoyed Together '. The campaign is a celebration of what togetherness looks like and stands for our belief that life ’ s moments – and great whiskeys – are best enjoyed together .

Jim Beam has also partnered with the U . S . Soccer Federation for a multi-year partnership that brings people together for the love of the game . It puts Jim Beam in the places and spaces where people come together to cheer on the things that they love . At key games , we ’ ll host block parties that transform neighborhoods across the country into festivals to unite guests through the love of Jim Beam and soccer .

From an innovation perspective , this year we completely reformulated and relaunched Jim Beam Black . We have a new pack design , new campaign and new liquid inside the bottle . The new Jim Beam Black is aged for seven years , the perfect amount of time to bring out notes of caramel , vanilla and oak .

We also have two LTOs for Jim Beam : Jim Beam Sunshine Blend , which is a milder taste is a great option for mixing refreshing cocktails , and Jim Beam Winter Reserve , with notes of vanilla , clove and cinnamon , really perfect for those warming winter drinks – both coming later this year .

Continuing with the bourbon theme , we rereleased the Basil Hayden Subtle Smoke LTO , which has a unique smoky flavor paired with a high-rye mash bill . We ’ re introducing two Baker ’ s LTOs this year as well : a high rye LTO and a Baker ’ s 13 year .

We ’ re also continuing to innovate in our RTD portfolio : On The Rocks introduced the Strawberry Daiquiri as a permanent expression this year , as well as a Blue Hawaiian LTO for summer . We ’ ve brought −196 , a vodka seltzer that freezes and crushes whole fruit before infusing it into the drink , into new markets and launched a variety pack that includes lemon , peach and grapefruit flavors . −196 is the # 1 selling RTD in Japan , and we ’ re excited to bring it to more U . S . consumers .

by KRYSTINA SKIBO

RTDs have taken the spotlight lately , particularly spirits-based beverages from canned Gin and Tonics and bottled Negronis to craft cocktails packaged in pouches and bags-in-a-box . And Constellation Brands is home to a good chunk of them .

Austin Cocktails and Fresca Mixed , in particular , have boosted the company ’ s bottom line as of late . From 2022 to 2023 , both brands grew more than 100 %, according to The Beverage Information Group ’ s Industry Overview Handbook . Both brands also took home Rising Star Growth Brands Awards in 2024 .

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22 Beverage Dynamics • Fall 2024 www . beveragedynamics . com