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 .

BIG : WHAT CHALLENGES DID THE COMPANY 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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David Turo , U . S . chief commercial officer for Suntory Global Spirits Jim Beam Black

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 .

BIG : WHAT DO YOU HAVE PLANNED FOR 2024 FOR SUN- TORY GLOBAL SPIRITS TO ENGAGE 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 . www . beveragewholesaler . com Fall 2024 • Bevearge Wholesaler 13