Suntory Global Spirits Names Seth Lorenz U.S. Chief Sales Officer
Suntory Global Spirits Names Seth Lorenz U.S. Chief Sales Officer
Lorenz succeeds Dave Turo, who will take over the Suntory Global Spirits portfolio at Southern Glazer’s Wine and Spirits
NEW YORK, January 6, 2026 – Suntory Global Spirits, a world leader in premium spirits, has named Seth Lorenz as its U.S. Chief Sales Officer. Lorenz will be responsible for managing the P&L for the company’s U.S. commercial business, including managing distributor and customer relationships and delivering sustainable, profitable growth within the U.S., one of the company’s largest markets.
"Seth's proven track record in sales leadership and his deep understanding of the spirits market make him the ideal candidate to drive our growth in the U.S.," said Carlo Coppola, President of North America for Suntory Global Spirits. "His commitment to excellence and ability to inspire teams will be invaluable as we continue to strengthen our position in this critical market."
Lorenz brings more than 25 years of experience in the spirits sector, most recently serving as Chief Sales Officer at Mast-Jägermeister U.S., where he led the team to deliver significant market share growth through his disciplined leadership style and ability to simplify complex strategies. Prior to that, he held roles of increasing responsibility for more than 20 years at Diageo, with experience leading Commercial Excellence teams, Open States, National Accounts and more.
“I am honored to join Suntory Global Spirits and lead the sales efforts in such an important market,” said Lorenz. “I look forward to working with the talented team here to build on the strong foundation laid by Dave Turo and to further enhance our brands' presence and performance in the U.S.”
Lorenz succeeds Dave Turo, who was recently named EVP, Managing Director – Suntory Global Spirits Portfolio at Southern Glazer’s Wine & Spirits. Turo served as Suntory Global Spirits’ U.S. Chief Sales Officer since July 2022. Lorenz’s appointment is effective as of January 5 and he will report to Carlo Coppola, North America President.
About Suntory Global Spirits
As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium whiskies, including Jim Beam® and Maker's Mark®; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as Tres Generaciones® and El Tesoro® tequila, Roku™ and Sipsmith® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196™ (minus one-nine-six) and On The Rocks™ Premium Cocktails.
A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society. The company’s Proof Positive sustainability strategy includes ambitious goals and investments to drive sustainable change and have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information, visit www.suntoryglobalspirits.com and www.drinksmart.com.
