All experiences can be richer
when they carry “meaning.”
A history of remarkable challenges and ideas spanning more than 100 years.
Here, we reintroduce the “meaning” that
our brand has built up over time.












Suntory's founder and the Father of Japanese Whisky, Shinjiro Torii, challenged the belief that whisky could not be made in Japan. Despite doubts and opposition, he never gave up on his dream of creating a whisky culture for Japan.
Rather than just importing the culture of Western liquors, he tirelessly pursued a uniquely Japanese whisky—experimenting repeatedly to craft flavors that suited Japanese tastes and culture.
The road wasn’t easy. Suntory's first release, Suntory Shirofuda (White Label), was too smoky to win over drinkers. But those early setbacks strengthened the craft, leading to the breakthrough Kakubin in 1937—a whisky shaped by Japanese nature, technique, and respect for flavor. Its success marked a taste Japan would come to love. Since then, Suntory has continued to innovate—introducing new ways to enjoy whisky, including helping popularize the highball—and earning recognition with award-winning whiskies.
Today, driven by the “Yatte Minahare” spirit of bold challenge and a dedication to continual innovation, Suntory continues shaping the next century of whisky.
Everything tastes better with meaning behind it.
Club Suntory programs, run in Oceania, is where bartenders find inspiration. It’s not about rivals—it’s about discovering peers and mentors. Through programs tailored to the Oceania region, Club Suntory connects bar professionals from all backgrounds, offering the knowledge, skills, and inspiration to elevate their craft.
It’s more than a training program—it’s a movement that drives innovation, raises standards, and strengthens the bartending community. From exploring new drink strategies to reimagining classic cocktails and deepening understanding of Suntory’s distilleries, we empower bartenders to grow together.
This commitment is part of a longstanding effort across the entire Suntory Group. Club Suntory itself was founded 40 years ago, and our support for bartenders dates back even further—beginning with Japan’s first cocktail competition in 1931, which continues today as the Suntory Bartender Award.
Every drink tastes better when craft and community come together.
Suntory says that water has a bigger impact on whisky than most people realize, and that “without good water, good whisky cannot be created.”
At Yamazaki, we draw natural water from the same underground source as Rikyū no Mizu—one of Japan’s most celebrated waters.
At Hakushu, water filtered for decades through granite gives a fresh, clean aroma. Each water source brings its own character, shaping the flavors we craft in every bottle.
Protecting this precious resource for the future is part of our commitment, because the best whisky can only be made by living in harmony with nature.
Everything tastes better with care behind it.
For decades, these casks patiently nurtured our whiskies—oak from nature turning clear spirit into amber, shaping aroma, color, and character.
When their work is done, we don’t simply retire them. At Suntory, we honor the gifts of nature and society that make our craft possible. Since our founding, giving back to what sustains us has been part of who are.
Some casks are given a second life: curved staves are straightened, grain revealed, and the wood reborn as furniture and interiors. These pieces carry the warmth of the cask—and the quiet years it spent nurturing whisky—into everyday spaces.
It’s not just whisky we share—it’s the story, the craft, and a lifestyle where the spirit of the cask lives on.
Everything tastes better when a story lives behind it.
Our blenders don’t just work in the distillery—they sometimes go straight to the forests where the barrels’ wood begins its journey, because every Suntory whisky starts with nature’s great gifts.
Our Chief Blender Shinji Fukuyo and his team travel specifically to the regions where our Spanish oak and Mizunara are sourced, learning from the land and from the people involved in every stage of the wood’s transformation—from selecting and shaping the wood to the craft of cooperage. Because the whisky inside depends on all of it.
The wood’s character shapes aroma, flavor, and color. This hands-on care to understand the very first steps of barrel making helps bring depth, connection, and meaning to every glass.
Everything tastes better with meaning behind it.
Bartenders aren't just our customers—they're our partners in flavor, culture, and creativity. They bring our brands to life in the moment they are enjoyed, serving with more skill, care, and passion than we could ever express.
At Suntory, we craft our products with the real drinking moment in mind—the places where people taste, talk, and connect. That’s why we regularly visit bars to listen, observe, and learn from the very people who shape how our products are enjoyed.
Following this philosophy, Chief Blender Shinji Fukuyo also visits bars whenever he can—meeting bartenders, hearing their stories, and understanding how guests truly enjoy each pour. Their honest opinions, new trends, and fresh inspirations often become sparks for future whisky.
Their craft, their hospitality, and their dedication add meaning to every glass. For all of this, we’re truly grateful. To every bartender who shapes the way our whisky is experienced—thank you.
Every pour turns into a story because of the people and care behind it.
At Suntory Hall, music is shared—and life is celebrated.
Born from Suntory’s founding spirit of Giving Back to Society, Suntory Hall will celebrate its 40th anniversary in 2026. Opened in 1986 as Tokyo’s first dedicated concert hall, it was created in pursuit of “the world’s most beautiful sound” — a dream long cherished by Suntory’s second president, Keizo Saji.
During Japan’s rapid economic growth, Keizo Saji sought more than material wealth. Guided by his belief in pursuing true richness of life, he envisioned a space where people could experience deeper fulfillment—because whether through music or through drinks, both share the same purpose.
Every detail matters: vineyard-style seating, brilliant acoustics, immersive moments—and the drink corner “Intermezzo,” the first of its kind introduced in Japan. Here, guests can enjoy beer, wine, whisky, coffee, tea, as well as ice cream and sandwiches, taking a moment to relax with a glass of wine or beer between performances.
For Suntory, creating isn’t just about making products—it’s about giving back to society and enriching people’s lives. Every note, every performance, every moment here reflects the pursuit of the brilliance of life.
And when meaning shapes the moment, it carries forward.
The first job of Suntory BOSS Coffee developers? Befriend taxi drivers. Because at Suntory, we don’t just make beverages—we create culture. That belief goes back to founder Shinjiro Torii, who built new flavors by listening to real people and shaping products around their daily lives.
Suntory BOSS Coffee is built the same way. Suntory BOSS Coffee was born in 1992 with a simple idea: "The Worker's Buddy." In Japanese, we call it Aibou - a trustworthy partner who stays by your side and supports you through the day. That idea came straight from the field. Our developers spent hours talking with our first core customers—taxi drivers, truckers, and workers on site—learning what they needed in a coffee they could count on. We still work that way today. At fishing ports, truck stations, and local shops—helmets on when needed—we learn from the people who actually live the lifestyle behind the data.
And as working styles evolve, Suntory BOSS Coffee evolves with them. Because when workers change, their buddy should change too. This is the spirit we carry forward: fearlessly embracing change, creating from real lives, and building culture from the ground up.
Everything tastes better when it’s made for real people and real lives.
Our Chief Blender Shinji Fukuyo and his team don’t create whisky as a “product”— they create it as an experience, shaped by how people truly live, taste, and enjoy whisky in their everyday lives.
Since its founding, Suntory has crafted whisky to fit the lives of the people who drink it—and that spirit continues today. Suntory in its early days began not simply by introducing Western spirits to Japan, but by pursuing flavors that genuinely fit Japanese tastes and lifestyle. That commitment to understanding local sensibilities—and shaping whisky to take root in daily life—continues today.
Shinji Fukuyo and his team carry on this philosophy by going beyond what data and surveys alone can reveal, visiting selected markets and real drinking environments to understand how whisky is actually enjoyed on the ground.
He believes that “the data average does not represent anyone,” and that real insight comes from sensing the many different ways individuals experience flavor. Especially for daily whiskies, these “Gemba” (on-site) experiences help the team understand not only taste preferences, but also drinking occasions—what people eat with their drink, when they drink, and how whisky fits into a moment.
This way of thinking—rooted in respect for local taste and lived experience, first established by Shinjiro Torii, Suntory’s first master blender—continues to shape how Suntory approaches whisky-making today.
Because whisky shaped by real lives and real moments always tastes better.
In many countries, whisky brands rely on a single master blender for each label, Suntory takes a different approach. We believe that diverse opinions are the source of true innovation.
That’s why every brand is crafted by a whole team. Even the Chief Blender doesn’t decide alone. Every cask is tasted together, and ideas are shared openly. Different perspectives spark new discoveries, which lead to innovation.
As Shinji Fukuyo, our Chief Blender, says: “The growth of each individual inspires the team, strengthening our blending craft and ultimately driving the innovation of Suntory whisky's quality.”
Our innovation comes from challenging conventions and creating new value together.
Everything tastes better with meaning behind it.
Who says you can’t break into Japan’s beer market?
In 1963, Keizo Saji, Suntory’s second president, dared to do what many thought impossible: enter a market dominated by a handful of giants. Guided by the founder’s spirit, Yatte Minahare—refuse to fear failure, refuse to give up, and stay relentless —Suntory stepped forward anyway.
The road was far from easy. New brands were launched, only to fade. The business stayed in the red for 45 years. Yet the brewers never stopped, driven by one unwavering dream: to create a beer that could move people, a beer worthy of being called world-class.
That dream found its breakthrough in 2003 with The Premium Malt’s. Every detail—every ingredient, every brew—reflected decades of dedication, skill, and the relentless pursuit of quality. Its success sparked the premium beer category in Japan, and in 2008, 45 years after entering the market, Suntory’s beer business finally turned profitable.
And the story didn’t stop there. Every challenge, every setback, every breakthrough reflects the same courage to think beyond what seems possible. Today, Suntory continues to innovate, crafting beers that honor that heritage while inspiring new experiences.
Because when you dream big—and stay with it—history and heart shape the brew into something more.
At Suntory, crafting whisky is just the beginning. Every detail—from bottle to glass—is designed to make each sip and each kanpai (the Japanese “Cheers!”) unforgettable.
Take the Kaku Highball Mug: a glass made for Kakubin, with every curve, handle, and line perfected for the ideal toast.
The handle is shaped to fit your thumb perfectly, making it easy to raise a toast. The yellow label isn't just for show - it marks the ideal pour, ensuring the golden ratio of one Kakubin to four parts soda for the most balanced, flavorful Highball.
We didn’t stop there. We pioneered the Highball RTD, opened bars, and refined every aspect of the experience—so the perfect KANPAI is always within reach.
Highball is now a cultural staple in Japan—and we continue to share that spirit worldwide.
When experience is crafted with intention, it turns into tradition.
Visiting the source of our ingredients reveals the full story behind each ingredient—including the challenges facing the communities who grow them. Aging farmers, labor shortages, and climate change all threaten the future of a type of Japanese botanical traditionally used in Japanese cuisine. It’s also valued in craft gin for its rich, distinctive aroma.
To preserve its rich aroma for the future, we’re taking action. At Suntory, we don’t just support local producers—we work as equal partners, enhancing the value of ingredients and co-creating with communities.
It’s not just about keeping flavor alive—it’s about passing on the land, its people, and their stories to the next generation.
And when care stands behind an ingredient, its future becomes richer.
As a global leader in the beverage industry, Suntory Group aims to inspire the brilliance of life, by creating rich experiences for people, in harmony with nature. Sustained by the gifts of nature and water, the Group offers a uniquely diverse portfolio of products across more than 80 countries, from award-winning Japanese whiskies Yamazaki and Hibiki, iconic American whiskies Jim Beam and Maker's Mark, canned ready-to-drink -196 (minus one-nine-six), The Premium Malt's beer, Japanese wine Tomi, and the world-famous Château Lagrange. Its brand collection also includes non-alcoholic favorites Orangina, Lucozade, Oasis, BOSS coffee, Suntory Tennensui water, TEA+ Oolong Tea, and V energy drink, as well as popular health and wellness product Sesamin EX.
Founded as a family-owned business in 1899 in Osaka, Japan, Suntory Group has grown into a global company operating throughout the Americas, Europe, Africa, Asia and Oceania, with approximately 40,000 employees worldwide draw upon the unique blend of Japanese artisanship and global tastes to explore new product categories and markets.
For more information, visit www.suntory.com and Drink Smart.
As a global leader in the beverage industry, Suntory Group aims to inspire the brilliance of life, by creating rich experiences for people, in harmony with nature. Sustained by the gifts of nature and water, the Group offers a uniquely diverse portfolio of products across more than 80 countries, from award-winning Japanese whiskies Yamazaki and Hibiki, iconic American whiskies Jim Beam and Maker's Mark, canned ready-to-drink -196 (minus one-nine-six), The Premium Malt's beer, Japanese wine Tomi, and the world-famous Château Lagrange. Its brand collection also includes non-alcoholic favorites Orangina, Lucozade, Oasis, BOSS coffee, Suntory Tennensui water, TEA+ Oolong Tea, and V energy drink, as well as popular health and wellness product Sesamin EX.
Founded as a family-owned business in 1899 in Osaka, Japan, Suntory Group has grown into a global company operating throughout the Americas, Europe, Africa, Asia and Oceania, with approximately 40,000 employees worldwide draw upon the unique blend of Japanese artisanship and global tastes to explore new product categories and markets.
For more information, visit www.suntory.com and Drink Smart.

