Suntory

Suntory is a venerable Japanese whisky brand that has grown from a small business into a global leader in the beverage industry, boasting a history spanning over 125 years. Today, Rimping Supermarket will take you on a deep dive into the story of this global beverage powerhouse.

The Genesis : From Wine Shop to Japan's First Western-Style Wine (1899 - 1907 AD)

Suntory's origins date back to 1899, when Shinjiro Torii, a Japanese wine expert, opened a shop called Torii Shoten in Osaka, Japan, to sell imported wines, which were a rarity in Japan at the time.

With a broad vision, Shinjiro not only sold wine but also educated the public about it. He also launched a marketing campaign called Friday is a Day to Buy Wine to popularize wine in Japan. This initiative helped Japanese consumers become more receptive to Western-style beverages.

Shinjiro was deeply fascinated by Western beverages. He later conceived the idea of producing Western-style drinks tailored to Japanese tastes, based on the concept of making Western drinks palatable to Japanese people. The first beverage he created was Akadama Port Wine, Japan's first high-alcohol, sweet Western-style wine. It was first launched in 1907 and quickly became a bestseller, rapidly establishing the company's reputation.

Venturing into Japanese Whisky: The Yamazaki Distillery and the Usuke Legend (1923 - 1937 AD)

After the wine business thrived, in 1923, Shinjiro shifted his focus to whisky. He aimed to produce a whisky with a distinct Japanese character, leading him to establish Japan's first malt whisky distillery, Yamazaki, in the outskirts of Kyoto. This location had long been renowned for its high-quality water, a crucial component in whisky production.

During the initial phase of whisky production, locals only saw wheat and empty barrels being transported into the distillery, with no finished products emerging. This led to rumors that a monster named Usuke resided there, consuming vast amounts of wheat daily.

It wasn't until 1929 that Shinjiro launched the distillery's first product, Suntory Shirofuda (now Suntory White), Japan's first whisky. The company advertised it in newspapers with the slogan: Wake up! The era of stooping to import is over. Only then did locals realize that the wheat being brought in was used for whisky production, and the rumors instantly turned into a comical anecdote.

However, upon its launch, this whisky received mixed reviews. In its early stages, it was produced using Scottish methods, resulting in a taste similar to Scotch whisky, which didn't gain much popularity in Japan.

Nevertheless, Shinjiro persevered. He continued to experiment with whisky production to achieve a taste that was distinctly Japanese. In 1937, he launched Suntory Whisky Kakubin, a smooth whisky tailored to Japanese palates. After its introduction, it gained widespread popularity and remains popular to this day.

Business Expansion and Global Recognition (1955 - Early 21st Century)

After World War II, in 1955, Suntory opened Suntory Bars in Tokyo and Osaka to foster a whisky-drinking culture in Japan. They introduced the Highball, a cocktail originating from England, to the Japanese public. This marked another phenomenon that introduced a new way of enjoying whisky to the Japanese.

Over time, Suntory expanded its product portfolio significantly, launching other whisky variations such as Suntory Old, Torys Whiskey, Suntory Royal (launched to commemorate the company's 60th anniversary), and Suntory Red. Furthermore, the company diversified its products to include beer, soft drinks, mineral water, green tea, and a wide array of other alcoholic beverages.

Initially, the company produced whisky solely for domestic consumption. However, as time progressed into the early 21st century, Suntory whiskies began to gain international acclaim with the launch of premium whiskies like Yamazaki, Hakushu, and Hibiki (launched to commemorate the company's 90th anniversary), which received widespread praise from experts and beverage critics.

Awards of Success and Growth into a Global Giant (2003 - Present)

However, another significant milestone occurred in 2003 when Suntory's Yamazaki 12 Year Old whisky won a gold medal at the International Spirits Challenge (ISC), solidifying its reputation as a global whisky producer.

In 2005, Suntory Single Malt Whisky Yamazaki 18 Year Old received Japan's first Double Gold Award at the San Francisco World Spirits Competition (SWSC). This recognition propelled Suntory onto the global stage, making it one of the top 5 whiskies in the world and the only The Japanese Whisky officially registered in America.

Suntory's achievements didn't stop there. In 2006, Suntory Single Malt Whisky Hakushu 18 Year Old also won a gold medal at the International Spirits Challenge (ISC), and in 2008, Suntory Whisky Hibiki 30 Year Old similarly received a gold medal at the International Spirits Challenge (ISC). This marked the company's third major award win.

In 2014, Suntory expanded its international operations by acquiring Beam Inc., a leading American spirits company renowned for Jim Beam Bourbon, for $16 billion (approximately 583,576,000,000 Baht). They subsequently formed a subsidiary, Beam Suntory, to expand their production base in the United States (as of May 24, 2024, the company rebranded to Suntory Global Spirits).

This acquisition brought Jim Beam Bourbon and Maker's Mark, products previously under Beam Inc., under the umbrella of Beam Suntory, a subsidiary of Suntory in Japan. Furthermore, the merger resulted in Beam Suntory becoming the world's third-largest whisky company, trailing only Diageo and Pernod Ricard.

Throughout its history to the present day, Suntory has maintained a strong commitment to sustainability and environmental stewardship. The company has initiated numerous projects to minimize its environmental impact, including water conservation efforts, eco-friendly packaging, and sustainable ingredient sourcing. Under its philosophy of Mizu To Ikiru (Living with Water), Suntory emphasizes its dedication to protecting natural resources and supporting communities.

Currently, Suntory continues to be a leader in the beverage industry, offering a diverse range of products including whiskies, beers, wines, and non-alcoholic beverages. Over the years, the company has continued to receive numerous awards, clearly reaffirming its unwavering focus on quality.