- Hospitality
Giving Back to Society
At Suntory, we believe in doing more than just offering products; we recognize it is our responsibility to make a positive impact on those around us, and to give back to nature and society.
Our founder, Shinjiro Torii, believed that success is only real when it is shared. We owe ours to nature, to our customers, our employees, and our communities. Giving back is our way of saying thank you.
As drinking culture evolves, Suntory’s support for bartenders remains at the heart of its vision. And that’s because when bartenders make a cocktail, they’re doing so much more. They are providing a unique experience for another person, derived from their thoughtfulness, boldness, and creativity. Suntory’s partnership with bartenders around the globe is built on craft, culture, human connection, and a shared understanding that every drink served is an opportunity to bring joy, spark conversation, and enrich lives. By investing in bartenders and the broader hospitality industry, Suntory continues to elevate the everyday and celebrate the extraordinary, one drink at a time.
The Highball Bar- A Cultural Icon
One of Suntory’s most enduring contributions to drinking culture is the Highball, a simple and refreshing mix of whisky, soda water, ice, and a twist of lemon.Up to the postwar Showa era, whisky had been long associated with luxury and affluence. Suntory’s second president Keizo Saji sought to change that by embedding whisky culture in daily life. And so, Suntory opened Torys Bar, a welcoming space where everyday people could enjoy whisky, including the signature Torys Highball.
The launch of Torys Bar marked a pioneering moment in Japan’s whisky culture. Guided by a vision of hospitality rooted in warmth and accessibility, Suntory helped shift whisky from an exclusive luxury to a shared, everyday experience.
Bartenders as Cultural Partners
At the heart of remarkable hospitality lies the bartender. More than drink makers, bartenders are storytellers, cultural stewards, and creators of brilliant moments and shared experiences. These professionals are central to how Suntory's values manifest in real-world settings. Their role is vital in ensuring that every cocktail served reflects the craftsmanship and care behind Suntory’s products.In line with our founder’s philosophy of valuing the bar as a meaningful space and honoring bartenders as storytellers, Suntory held Japan’s very first cocktail competition in 1931. Since 1994, we have continued this legacy by hosting one of Japan’s leading cocktail competitions "SUNTORY THE BARTENDER AWARD" reflects a long-standing commitment to cocktail culture and the bartending community, and is now expanding into Oceania as part of the Club Suntory experience.
Club Suntory – Championing Hospitality Talent
To support bartenders at every stage of their journey, Suntory created Club Suntory, initially designed as a place where hospitality professionals could connect, share ideas, and build a sense of belonging. Over time, Club Suntory expanded by introducing tools to help bartenders develop their craft, organizing competitions, and offering educational programs—the latter of which evolved into a structured training curriculum. Hospitality professionals have been able to discover the rich history of craftsmanship behind each product, which empowers them to serve with confidence, become brand custodians, and carry forward Suntory’s legacy.
A Shared Legacy of Hospitality
Club Suntory’s commitment to the bartending community also lives on through the Suntory Cup. First introduced in 1986, this cocktail competition provides a stage for creative expression, professional growth, and cultural exchange. Participants gain mentorship, international guest-shift opportunities, and industry visibility that can propel their careers. More than a competition, the Cup celebrates diversity, inclusivity, and belonging - uniting bartenders through their shared passion for delivering exceptional experiences.
