Beam Suntory Establishes Own Route to Market in Brazil

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Beam Suntory Establishes Own Route to Market in Brazil

São Paulo, 28 May 2019 - Beam Suntory, a world leader in premium spirits, will assume management and ownership of its route to market in Brazil effective July 1. Brazil is a high-potential emerging market for Beam Suntory, and brands like Jim Beam Bourbon and Teacher’s Whisky are already establishing category-leading positions. 

“In pursuit of our objective to be the world’s most admired and fastest-growing premium spirits company, we are focused on building premium brands of scale, particularly in fast-growing markets,” said Pryce Greenow, Beam Suntory President - International. “By establishing our own route-to-market, we are excited to accelerate our performance in Brazil and build an important long-term growth platform.” 

Over the last 3 years, Beam Suntory has established owned distribution in key spirits markets including China, Mexico, South Korea and South Africa. 

“Brazil is the engine that will drive Beam Suntory’s business in South and Central America for years to come,” said Nadim Assi, CFO-International and Managing Director – South & Central America. “Brazil is an attractive market for whisky with strong potential for our refreshment platform; we’re very excited about our long-term prospects across this large and diverse country.” 

Beam Suntory takes root in tradition and in the shared passion for high quality and an innovative spirit. The world leader in Bourbon and Japanese Whisky has built a unique East-Meets-West competitive advantage, combining the strengths of its founding spirit in Japan and the United States. 

“We are excited to offer consumers a twist on the traditional categories in Brazil,” said Walter Celli, General Manager of Paraguay, Uruguay and Brazil. “With Jim Beam, the world’s #1-selling bourbon, we’ll bring refreshing serves like the Highball, which is a great fit for our climate in Brazil to enjoy outdoors.”

“We’ll also introduce ROKU, a craft Japanese gin, and offer Haku Japanese vodka, a break from the traditional Eastern European vodka.”

Beam Suntory previously managed its business in Brazil through Bacardi. “We’d like to thank Bacardi for their support in this market over the past five years,” Celli said. 


About Beam Suntory Inc.

As a world leader in premium spirits, Beam Suntory inspires human connections. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands, Suntory whisky Kakubin and Courvoisier cognac, as well as world renowned premium brands including Knob Creek, Basil Hayden’s and Legent bourbon; Yamazaki, Hakushu, Hibiki and Toki Japanese whisky; Teacher’s, Laphroaig and Bowmore Scotch whisky; Canadian Club whisky; Hornitos and Sauza tequila; EFFEN, Haku and Pinnacle vodka; Sipsmith and Roku gin; and Midori liqueur.  


Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and vision of Growing for Good.  Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan.  For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit and

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