Beam Suntory Names John Alvarado Chief Brands Officer, US

Beam Suntory Names John Alvarado Chief Brands Officer US

Beam Suntory Names John Alvarado Chief Brands Officer, US

Company solidifies US leadership bench, announces new US sales team appointments to bolster commercial excellence and execution

NEW YORK – March 21, 2024 – Beam Suntory, a world leader in premium spirits, today announced that John Alvarado has been named the company’s US Chief Brands Officer, effective April 8. Alvarado will be based in Chicago and is charged with leveraging the heritage and quality of Beam Suntory’s beloved brands to expand and deepen the company’s connections with the next generation of spirits drinkers across the US.

In addition to building brand equity to drive short- and long-term growth across Beam Suntory’s impressive US portfolio, which among many include Jim Beam® and Maker’s Mark® bourbons, Hornitos® and Tres Generaciones® tequilas and On The Rocks™ Premium Cocktails, Alvarado will oversee brand performance and ensure insight-driven focus on strategic categories and markets.  Alvarado will report to Jessica Spence, President, North America.

“As Beam Suntory endeavors to become the World’s Most Admired Premium Spirits Company, we need leaders who understand the special role that both our new and iconic brands play in people’s lives and American culture,” said Jessica Spence, President of North America at Beam Suntory. “John brings an unmatched understanding of US consumers and communities to the role of US Chief Brands Officer. His award-winning work demonstrates his capacity to use the art of storytelling to drive business results and I am very confident that his leadership will allow us to further leverage the authentic connections behind our beloved products.”

In a career spanning more than 25 years, Alvarado has held senior brand marketing roles at Keurig Dr. Pepper and Constellation Brands. Notably, he contributed to 44 consecutive quarters of growth for Constellation Brands and developed a portfolio of brands based on differentiated positioning and unique stories, earning multiple awards, including EFFIEs, Addys, One Show Pencils and Cannes Lions Awards. His appointment marks a homecoming for the industry veteran, as he previously led end-to-end brand and product strategy at Beam Brands Company, and helped develop the first US multicultural commercial plan, among other achievements. He brings deep knowledge of US Hispanic and Latin American markets. He is the former chair of the board of the International Latino Cultural Center and serves on the board for After-School All-Stars North Texas.

“I’m thrilled to be returning to the Beam Suntory family at such an exciting time for the spirits world, with innovation creating new categories and enhancing quality and experiences across American whiskey, tequila and RTDs,” said Alvarado. “As a brand marketer this presents a large opportunity to engage American consumers of different ages and backgrounds. It’s an honor to lead this talented team as we continue driving growth with loyal and new consumers alike across such an iconic portfolio.”

John Alvarado

Beam Suntory also recently appointed several new sales leaders to its US business to strengthen commercial excellence and execution, all reporting to Dave Turo, US Chief Commercial Officer:

• Nicole Letcher was appointed Regional General Manager for the US Control Division. Letcher has been with Beam Suntory for 11 years, most recently serving as Sr. Marketing Director for the US East region.

• Bryan Dedeker was appointed Regional General Manager for the US East Division. Dedeker has been with Beam Suntory for nearly 12 years, most recently serving as Southeast Division Vice President.

• Mike McGill joined Beam Suntory as Regional General Manager, US West Division. McGill joined Beam Suntory after nearly 25 years at Diageo, where he held marketing, senior sales and GM positions across more than 24 states.

• Troy Mercer continues in his role as Regional General Manager, US Central Region, a role that he has served in since July 2022, the latest role in his nearly seven years with Beam Suntory.

• Tara Epps was appointed as General Manager, Strategic Accounts. Epps has been with Beam Suntory for more than seven years, most recently in the role of Vice President, National Accounts Off-Premise.

• Jasprit Hanger was appointed as General Manager, Market Development and Commercialization. Hanger returned to Beam Suntory in 2022 and most recently was GM, US West & Control Divisions.

About Beam Suntory

As a world leader in premium spirits, Beam Suntory inspires the brilliance of life by delivering great consumer experiences through its world-class portfolio of brands.  Known for its craftsmanship of premium whiskies, including Jim Beam®, Maker's Mark®, Basil Hayden® and Knob Creek® bourbons; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Teacher's, Laphroaig® and Bowmore®, Beam Suntory also produces leading brands such as Courvoisier® cognac, Tres Generaciones®, El Tesoro® and Hornitos® tequila, Roku™ and Sipsmith® gin, Canadian Club® whisky, and is a world leader in ready-to-drink cocktails, with brands like -196 and On The Rocks™ Premium Cocktails.

A global company with approximately 6,000 employees in more than 30 countries, one of Beam Suntory's core values is Growing for Good and through its Proof Positive sustainability strategy, the company has committed to ambitious goals and investments to promote environmental sustainability in its operations, ensure the company has a positive impact on the communities where employees live and work, and programs to educate and inform consumers to make the right personal choices about drinking. Headquartered in New York City, 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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