Yatte Minahare
Embracing the unknown has always been a part of our story at Suntory. We dare to question the status quo, take on new challenges, and we believe that giving up is not an option–because the future belongs to those who dream big.
This spirit of ambition, “Yatte Minahare,” was a favorite saying of our founder, Shinjiro Torii, and it drives us today pursue bold ventures as pioneering entrepreneurs.
Since our founding, Suntory has worked tirelessly to enrich Japan’s drinking culture. We have taken inspiration from Western style liquors and crafted them anew, always with the Japanese palate in mind. Though it was a huge undertaking to create an authentic Japanese whisky, we took on the challenge and created products that connect with Japanese drinkers and create rich meaningful experiences. We maintained this same determination when beginning a new chapter in the beer market – a challenge that once again demanded the tenacity and innovation that Suntory is known for.
In the 1950s, Japan’s beer industry was thriving, dominated by a few popular brands, with little room for newcomers. The country was simultaneously experiencing a liquor boom with Suntory’s spirits at the helm. Though sales were strong, Suntory’s leadership knew that in order to maintain momentum, we would need to keep evolving. When Keizo Saji assumed the role of the second president in 1961, he made the following declaration:
“At this rate, I fear for the future of the company. In order to shake things up and refocus our employees, I’ve decided to take on our most difficult challenge yet—an idea I’ve been quietly nurturing: entering the beer business.”
Years earlier, before succeeding Shinjiro Torii, Suntory’s founder and his father, as the company’s leader, Keizo shared this intention with him. His response was simple: “Yatte Minahare,” meaning ‘You never know until you try.’ This phrase is deeply engrained in Suntory and has driven us to take on new challenges, by maintaining a spirit of boldness, perseverance and tireless ambition. In 1963, Suntory entered the beer business with the launch of Suntory Beer. However, sales did not come easily, due to fierce competition. Undaunted, we carried on with our plan to make a mark on Japan’s beer industry. Around this time, the “Mugi No Ne” (Roots of Barley) initiative began, uniting all Suntorians, including the President, as Suntory beer ambassadors.
Decades of innovation commenced, with consumer needs and expectations at the center of it all. For 45 years, we maintained our quest to build our beer business, no matter the challenges that came our way. We became deeply familiar with Nama (“Draft”) beer, incorporating the microfilter technology developed by Nasa in our process. Our beer offerings expanded with Jun-nama beer, including HOP’s, a low-malt beer, and a function beer called Diet. Throughout the development of our beer products, whether win or setback, we maintained persistence and ambition to "make the best beer in the world.”
In 2003, the dedication of the Suntory team that spanned decades, came to fruition when The Premium Malt’s was released. We wanted to create a “world-class pilsner beer” to appease beer fans around the world. After more than 10 years of dedicated development The Premium Malt’s was perfected, offering an “elegant flowery aroma of hops” and a “full and rich taste.” Made with water from Suntory Natural Water Sanctuaries , European aroma hops, and 100% malt, its deep aromatic nature, along with its signature Kami-Awa (super fine creamy foam) delighted those who drank it. The Premium Malt’s has won numerous prestigious awards over the years, most notably wining the Grand Gold Medal at Monde Selection for three consecutive years (2005-2007), the first for a Japanese beer.
Driven by the Yatte Minahare spirit, the decade-long effort not only achieved success of The Premium Malt’s and beer business, but also revitalized Japan’s premium beer market. In 2008, after 45 years of perseverance, the beer business finally turned a profit for the first time.
Becoming a competitive force in Japan’s beer market required Suntory to tap into the spirit of Yatte Minahare. We took on a great challenge, embraced and learned from setbacks, and maintained the courage to move ahead. Our journey, however, is not over. We continue to push forward, as we always have, launching new brands and refining our existing brands, including The Premium Malt’s. We aim for our ultimate goal again and again – bringing joy and inspiring life through drinking experiences.
