Celebrating its centennial in 2023, Suntory has transformed Japanese whisky from a local spirit into a global phenomenon. The brand focuses on authenticity and innovation while prioritizing quality over quantity. The whisky market has matured significantly, especially in the West, where Suntory aims to enhance its presence. A visit to Suntory’s Global Spirits headquarters reveals a commitment to blending traditional and modern influences, reflecting the company's vision for the future of Japanese whisky, especially under new leadership.
Suntory is focusing its efforts on authenticity, innovation and reaffirming its commitment to quality over quantity.
Today, Suntory's Japanese whisky products have a foothold in many key regions, but the global whisky consumer market has matured significantly over the last decade.
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