Suntory Global Spirits Launches First Route-to-Market in Southeast Asia

Suntory Global Spirits Launches First Route-to-Market in Southeast Asia

Company will manage the marketing and distribution of its premium global spirits portfolio in Singapore

Singapore – September 2, 2024 – Suntory Global Spirits, a world leader in premium spirits, today announced the launch of its Route-to-Market (RTM) in Singapore, representing the company’s first in-market commercial business in Southeast Asia. An established internal team will be directly responsible for the marketing and sale of the Suntory Global Spirits portfolio in the region, strengthening the company’s global footprint and deepening its relationships in a key market.

Today’s announcement builds on long-term investments in the region, including Suntory Global Spirits’ state-of-the-art Singapore office in Guoco Midtown, which opened in 2023. Ronald Lim will lead the commercial team as Senior Commercial Manager Singapore, spearheading efforts to expand the company’s distribution network, as well as marketing and brand-building.

“In recent years, Suntory Global Spirits has enhanced its presence around the world, expanding operations so that consumers are closer to the premium spirits they know and love like House of Suntory’s Japanese whiskies and Jim Beam,” said Masato Hayashi, APAC President of Suntory Global Spirits. “Launching our own RTM in Singapore is the natural progression of our growth ambitions, and thanks to our exceptional team in Southeast Asia, there is significant potential to explore in the region.”

The commercial business in Singapore is poised to capture the tremendous opportunities the city-state provides, which has one of the highest growing GDPs in the world. Demand for premium brands, combined with Suntory Global Spirits’ direct control of the RTM and on-the-ground team, positions the business for growth.

“Singapore is a vibrant, rapidly developing market and global hub that effectively unlocks potential in the broader Asia-Pacific region,” said Dmitry Khan, Managing Director, Southeast Asia at Suntory Global Spirits. “This RTM will enable us to more effectively serve our customers in Southeast Asia and create incredible experiences for people through our premium brands.”

Strides in operational excellence and global visibility are critical to Suntory Global Spirits’ ambition to become the World’s Most Admired Premium Spirits Company. Through the RTM, the company will streamline relationships with the trade, partners and consumers, including distribution channels, creating new pathways to wholesalers, direct retailers and e-commerce.

About Suntory Global Spirits

As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium whiskies, including Jim Beam® and Maker's Mark®; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as Tres Generaciones® and El Tesoro® tequila, Roku™ and Sipsmith® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196 and On The Rocks™ Premium Cocktails.

A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society. The company’s Proof Positive sustainability strategy includes ambitious goals and investments to drive sustainable change and have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. 

 Contact

Sherleen Ng

APAC Communications Manager, Suntory Global Spirits

 (+65) 9005 7665

sherleen.ng@BeamSuntory.com