Our Policies and Approach
Voluntary Declaration of Consumer Orientation
Since our founding, Suntory Group has placed great importance on being consumer-oriented, sincerely listening to and engaging faithfully with our customers. This long-standing policy of consumer orientation is clearly stated in our Voluntary Declaration of Consumer Orientation.
Voluntary Declaration of Consumer Orientation
- Nobuhiro Torii
- Representative Director,
- President & Chief Executive Officer
- Suntory Holdings Ltd.
In line with Suntory Group’s Corporate Philosophy, we offer products and services of the highest quality that enrich the lives of people around the world and contribute to a sustainable natural environment.
We aim to be a “Growing for Good” company that is a good corporate citizen trusted by consumers. (April 2017 enactment)
Initiative Policies
(1) We will offer products and services that create harmony with customers
We value close communication with customers, placing top priority on the customer. We will respond sincerely to opinions and requests received from customers. We will strengthen initiatives that help to develop and improve our products and services.
(2) We will pursue safety and reliability for customers
Grounded in the Suntory Group “All for the Quality” Policy, we will continually work to maintain and improve quality in all of our processes, from planning and development of products and services, to procurement of materials such as water, agricultural products and packaging, to manufacturing, distribution, sales, and services. We will strive to improve the quality of our products and services while preventing quality risks through the Quality Assurance Committee which promotes quality management throughout the Group.
(3) We will utilize customer feedback in our business activities
We will share the valuable information and opinions received from customers quickly throughout the Group and reflect that feedback in our corporate activities and the actions of our employees, ranging from improving products and services to strengthening risk management.
(4) We will strive to provide information to customers
We will strive to use accurate indicators and easy-to-understand expressions for the labeling of our products, promotional materials and advertisements. We will also work to enhance information on our websites to enable customers to search for themselves online, in addition to using the communications received through the Customer Center such as telephone calls, letters, and emails. We will offer quality-related information in an easy-to-understand manner for customers.
(5) We will foster a culture and awareness among employees to take action from the viewpoint of customers
We will continue our Customer Satisfaction Cultivation Activities to foster a corporate culture in which all of our employees consider the viewpoint of customers in their work. We will hold training programs for all employees, including those in divisions that have few opportunities to hear the views expressed directly by our customers.
Basic Policy on Customer Satisfaction and Course of Action
Based on the Voluntary Declaration of Consumer Orientation, the Customer Center set out its Basic Policy on Customer Satisfaction in 1999 so that each and every employee always acts with the goal of delivering customer satisfaction. We formulated the Course of Action for Customer Center in 2002 to be put into comprehensive practice by all of the Customer Center staff.
Customer Center
Basic Policy on Customer Satisfaction
We strive to realize, maintain and improve customer satisfaction in every way through various activities to fulfill our responsibility as a member of the society. We value communication with customers and provide safe and reliable products and services that bring joy to customers and gain their trust, while providing information and implementing customer feedback to our business activities.
Course of Action for Customer Center
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1.We will respond to customer inquiries and complaints in a timely, accurate and sincere manner while being fair and just.
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2.We will proactively provide reliable information that brings satisfaction to the customer.
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3.We will incorporate feedback and requests of the society in the company.
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4.We will comply with laws and our own standards to protect the rights of the customer.
Customer Response Standard
Suntory Holdings and 12 Group companies* formulated the Customer Response Standard in accordance with ISO 10002 (JIS Q 10002) as a working mindset for implementing the Basic Policy on Customer Satisfaction and the Course of Action for Customer Center. The regulation recognizes the rights of customers to make inquiries and provide feedback, and clearly states our responsibility to actively respond to customers with the objective of maintaining and improving customer satisfaction through our corporate activities. In addition, we will formulate and thoroughly familiarize employees with standards and procedures based on this course of action.
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*Suntory Beverage & Food Limited, Suntory Foods Limited, SUNTORY BEVERAGE SOLUTION LIMITED, Suntory Foods Okinawa Limited, Suntory Products Limited, Suntory Spirits Ltd., OKINAWA SUNTORY LIMITED, Suntory Business Systems Limited, Suntory Global Innovation Center Limited, SUNTORY CORPORATE BUSINESS LTD., SUNTORY FIELD EXPERT COMPANY LIMITED and Suntory Sports Limited. (as of July 2026)
Customer Harassment
Suntory Group strives to maintain and improve customer satisfaction in accordance with the Basic Policy on Customer Satisfaction. However, we have also encountered incidents where significantly disruptive behavior by certain customers or other related parties—commonly referred to as “customer harassment”—has adversely affected the working environment of our employees and even impacted the continuity of our business operations.
To respect the human rights of both customers and employees, Suntory Group will respond appropriately to such situations in accordance with the Suntory Group Customer Harassment Response Policy.
Furthermore, we consider it a matter of course that our employees must not engage in customer harassment themselves in accordance with the Suntory Group Corporate Code of Ethics.
CREDO (SUNTORY MIND for Customer Service)
The CREDO (SUNTORY MIND for Customer Service) was formulated as a doctrine for customer service in 2013 to firmly root the Basic Policy on Customer Satisfaction and the Course of Action for Customer Center in the hearts of each and every employee in their daily tasks. We created this CREDO with all the staff at the Consumer-Oriented Management Department in an effort to cultivate an organizational culture that fosters activities leading to greater customer satisfaction.
Our Initiatives
Communicating with Customers
Suntory Group has prioritized customer satisfaction and valued dialogue with customers since our founding. In 1976, we established the Consumer Affairs Department to serve as a contact point for customers. Today, Suntory Holdings' Consumer-Oriented Management Department serves as its successor and continues to reflect the opinions and requests we receive from customers in our corporate activities.
Responding, Sharing and Utilizing Customer Feedback
Our Customer Center uses a proprietary information search system to respond quickly and accurately to customers so that those who make inquiries are not left waiting.
By recording the inquiry and our response in our core information management system upon receiving the inquiry, valuable information from customers is shared immediately with relevant departments to enhance quality and improve risk management. We periodically share the feedback we receive from customers with relevant departments to strengthen our VOC activities* that reflect this feedback in our corporate activities and employees' course for action, which includes improving our products and services and enhancing our provision of information.
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*VOC (Voice of Customer) activities: Activities to reflect customer feedback in management policy.
Flow of customer information
Customer voices to our Customer Center (Results in 2025: Approx. 78,000)
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*1Complaints: Includes expressions of dissatisfaction by customers about products or corporate activities.
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*2Inquiries and feedback: Includes a wide range of questions and opinions expressed by customers other than complaints.
Valuing Customer Feedback for Product Development
We are aiming to improve quality, product development and the provision of information by incorporating opinions and requests from our customers. Having a point of view of our customers is crucial in developing products that are safe and easy to use. We carefully listen to the feedback, and aim to provide products that are kind and considerate to everyone.
We listen to customer feedback carefully and use it to continuously improve our products and services. Customer feedback regarding products of other companies and products in other categories is shared with the development division to stimulate new findings from a wider perspective and make prior checks from the customers’ point of view.
The following are examples of how we have utilized actual customer feedback in our products and services, using a variety of situations as a starting point.
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*Products that are no longer sold are also shown.
Customer feedback
When buying from a vending machine, I want to know the allergy information.
Making the most of customer feedback
We have started adding allergy information to samples of new products. We plan to gradually expand the rollout.
Customer feedback
I would like to know which stores near my home sell The Premium Malt’s.
Making the most of customer feedback
We launched a new feature that allows consumers to search for retailers where select beer and RTD products are available for purchase.
Customer feedback
Are there any beverages to prevent heat stroke?
Making the most of customer feedback
Suntory offers a wide product lineup of beverages containing moderate amounts of salt, which are effective in combating heat stroke.
Customer feedback
- I love Horoyoi, but I don’t have much alcohol tolerance, so I sometimes leave some of the 350 ml unfinished.
- I have a low tolerance for alcohol, so I would like an even lower-alcohol Horoyoi to be released.
- It’s sweet and very easy to drink, but since I don’t like carbonated drinks, I’d like Suntory to offer a non-carbonated product.
Making the most of customer feedback
We launched bottled liqueurs under the Horoyoi brand so that consumers can enjoy them in their preferred amount, alcohol strength, and combination.
Customer feedback
There is no cut line at the bottom of the wine cap seal, making it difficult to remove from the container when sorting.
Making the most of customer feedback
To make it easier for consumers to remove, we have added the cut line to the cap sticker of all PET bottled wines.
Customer feedback
I’m trying to upload my receipt for your rewards campaign, but it isn’t working. Is there an easier way to apply?
Making the most of customer feedback
We newly added a video to the campaign website explaining how to use a smartphone when applying for the campaign, making the process easier to understand.
- *Applications for the campaign are now closed.
Expanding Communication Outlets: Use of Digital and Social Media tools
In addition to communication by telephone, letter, and email through the Customer Center, we are working to enhance the information on the Customer Center website by utilizing photos and illustrations for customers who search for information through the website. In addition, we have prepared an inquiry form in English to respond to inquiries from overseas customers. We opened a LINE customer service center in 2022 and continue to create an environment where customers can easily contact us.
Suntory Customer Center website (PC)
Suntory LINE app Customer Service
Communicating Our Consumer-Oriented Initiatives to Society
Suntory Group actively communicates our consumer-oriented management philosophy and initiatives through various media and activities.
Voluntary Declaration of Consumer Orientation and Activity Report
The specific activities we have undertaken based on the Voluntary Declaration of Consumer Orientation are disclosed to society annually through our corporate sustainability website. In January 2020, we received the 2019 Consumer Affairs Agency Commissioner Award for Consumer-Oriented Management in recognition of our good practices.
As a company that discloses its Voluntary Declaration of Consumer Orientation, we have provided the declaration and content of activities on the Consumer Affairs Agency website.
For detailed archives of our sustainability website, see Reporting Archive.
Employees with Consumer-Oriented Mindset
In order to promote consumer-oriented management, we conduct enlightenment activities for employees for nurturing consumer-oriented mindset.
Continuing to Meet Consumers Expectations
We focus on consumer-oriented enlightenment activities and culture-building, with the aim that each employee will deepen their understanding of changes in consumer attitudes and interests, and be capable of delivering products and services that exceed consumer expectations.
Overview of Internal Enlightenment Activities
Company-wide Consumer-Oriented Awareness-Raising Activities
Implementation of Consumer Orientation Action Month
Every May is designated as “Consumer Orientation Action Month,” an annual opportunity for all Suntory Group companies across the world to turn their attention to consumers, reaffirming the significance of a consumer-oriented approach and the need to take prudent actions, both as an organization and as individuals. Management executives share video messages with the entire company on the importance of being consumer oriented.
In each department, discussions are held on specific tasks and what is and is not being done well from a consumer-oriented perspective, helping connect these discussions to daily work practices.
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President & CEO Torii's Message
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Departmental Discussions
Implementation of Consumer-Oriented Prudent Action Seminar
We hold a Consumer-Oriented Prudent Action Seminar at the end of every year for all employees. We broadly share the consumer-oriented approach, as well as feedback and words of encouragement received from consumers, to help each employee deepen their understanding of being consumer-oriented and take action. After attending the seminar, each employee declares their action goals for the following year as a “Consumer-Oriented Prudent Action Declaration.” In addition, by offering the seminar in more accessible formats, such as the use of our global digital learning platform MySU (My Suntory University), we are working across the entire Suntory Group to embed consumer-oriented actions.
The System for On-site Customer Relations Promotion Leaders
Beginning in 2018, we have assigned Customer Relations Promotion Leaders to play a central role in further penetrating and establishing customer orientation, particularly at sales offices that have many direct points of contact with customers.
Examples of Consumer-Oriented Prudent Actions by Employees
Interviews with employees who put consumer-oriented prudent actions into practice in their daily work are published on the intranet. By sharing colleagues’ consumer-oriented attitudes and commitment across the company, we foster consumer-oriented awareness in each and every employee.
Consumer Feedback Monitoring by Management
Every year, we conduct a program in which members of management listen in real time to phone calls from consumers received by the Suntory Customer Center. By listening firsthand to consumers speak over the phone about the questions, concerns, and opinions they have about products and services in their daily lives, we create opportunities to incorporate the consumer feedback into management.
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President & CEO Torii listening to consumer feedback
Human Resource Development at Every Level
As a part of our human resource development program, we carry out training in line with the career path of each employee. During new employee training, participants will learn about Suntory Group's consumer-oriented spirit continuously passed down since its foundation. Employees in their third year listen in groups to customer feedback and discuss their thoughts and expectations to learn more about the importance of consumer orientation. Employees who are being promoted to management are practically educated on consumer-oriented decision-making such as through group discussions based on business experiences.
Enhancing VOC Contact Points
Sharing Consumer Feedback Through Monthly and Weekly Reports
To ensure that all employees engage with consumer feedback on our products, business activities, and other matters and connect it to their own work and actions, we share opinions and requests from consumers widely across the company on a weekly and monthly basis through the intranet and email.
In addition, by including the opinions and impressions of employee readers regarding comments from consumers, we enable employees to exchange views with one another and gain awareness of a variety of perspectives beyond their own. Furthermore, from January 2026, we have expanded the scope of consumer feedback monitoring to employees and are working to increase opportunities for them to listen to consumer feedback.
Harmonics report provided to employees via our intranet
