This company profile of Suntory reveals the unethical practices of one of the world’s largest alcohol producers. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception – the Dubious Five strategies.
INTRODUCTION
The Suntory Group is based in Tokyo, Japan and is one of the largest alcohol companies in the world. They produce spirits, beer and non-alcoholic drinks and operate restaurant businesses. The president and CEO since 2014 is Kazuhiro Saito.
FAST FACTS ABOUT SUNTORY
Total revenue: YEN 1,450 billion ($9.7 billion)
Lobbying costs (US): $1,200,000 (2022)
Lobbying costs (EU): 100,000 – 199,999 €
Operating profit: YEN 139.3 billion ($930 million)
Japan Beer Market share: 30.3%
Global market share (spirits): 3.4%
Marketing spend: $207 million (Beam Suntory only, in 2013)
Number of employees: 40,890
Brands
Spirits
- Hibiki
- Yamazaki
- Hakushu
- Kakubin
- Toki
- Jim Beam
- Maker’s Mark
- Basil Hayden
- Laphroaig
- Bowmore
- Roku
- Haku
- Tres Generaciones
Wines
- Suntory – Tomi Red
- Suntory – Tomi Koshu
- Chateau Lagrange
RTDs
- -196
- Horoyoi
- Kaku Highball
- Jim Beam
- Canadian Club and Dry Ready to Drink Whisky
- On The Rocks
- SUI Gin & Soda
- Kodawari Sakaba no Lemon Sour
Non-Alcohol
- ALL FREE
- Non-Al Sakaba Highball
- Non-Al Sakaba Lemon Sour
- Non-Al de Wine no Kyuujitsu
Beers
- The Premium Malt’s
- Suntory Nama Beer
- Kinmugi
Suntory involvement in front groups
- International Alliance for Responsible Drinking (IARD)
- Spirits Europe
- Ibec
- Distilled Spirits Council of the United States (DISCUS)
- Portman Group
