BROWN SPIRITS: BEAM SUNTORY


Beam strives for ‘bigger and better’ activations across burgeoning travel retail business


Despite the challenging trading environment, Beam Suntory tells Andrew Pentol that 2018 was positive and that the company hopes to better its performance this year.


D


espite various industry challenges, 2019 has begun well for Beam Suntory.


Last year, the company enjoyed


great success with key campaign activations for many of its global brands, namely Maker’s Mark, Roku and Bowmore. In addition, ‘local heroes’ such as


Canadian Club in Australia, Larios in Spain and Casa de Sauza in North America performed brilliantly in 2018. Ed Stening, Global Head of


Marketing Travel Retail, Beam Suntory tells TRBusiness: “The global travel retail business performed well for Beam Suntory in 2018, despite more challenges than the industry has experienced in recent years. The bourbon tariffs are one example. “Global desire for our bourbon


and malts portfolio continued to grow, with brands including Maker’s Mark, Bowmore and Jim Beam all exceeding expectations.” As far as this year is concerned, the


company vows to continue driving forward its key brands to ensure it is telling great stories to drinkers and gifters. That said, the ultimate goal is to increase footfall to its retail partners. “At Beam Suntory, we are very


lucky to have such a diverse portfolio which has strengthened across many of the growing categories such as premium American whiskey, premium gin and premium single malts,” Stening remarks.


Emerging market growth With business across emerging markets continuing to grow, Beam will ensure it has the right resources to focus on those passengers, which include Chinese and Indians. “At the same time, we need to


respect and apply effort to maintain our already established pax such as those from the UK.” In terms of established markets,


MAY 2019


Stening says, “it is great to see growth can still be created when additional energy is applied.” From a DF&TR perspective,


American whiskey is a major part of the business and the ‘name on the door.’ Stening explains: “The world has


and continues to develop a taste for bourbon, be it in our premium skus such as Jim Beam Black, Jim Beam Flavours and Maker’s Mark.” Jim Beam Black has started to


resonate very well with consumers worldwide, which is great news for the liquid and brand. “The 2018 launch of the travel


retail exclusive Maker’s Mark 101 also quickly sold out across most retailers soon after launch,” says Stening. “Maker’s Mark’s key ‘dipping’


activations drove brilliant footfall and engagement within stores — a very proud moment for the team as we strive to deliver bigger and better activations in travel retail.” Travel retail exclusives such as


Maker’s Mark 101 play an important role in allowing drinkers and gifters to take something special from the travel experience within premium store environments. Stening comments: “Our focus is


on how we can make the experience extra special for our customers. Exclusives are a great way of doing this.


“We have also seen similar trends regarding our Bowmore travel retail aged statement range of 10, 15 and 18-year-old, as well as Laphroaig Four Oak, PX Cask, Brodir and 1815.” New launches remain vital and


big things are expected of Beam’s latest Japanese products (Toki Whisky, Haku Vodka and Roku), which were on display at the recent Summit of the Americas event in Orlando. “We are the market leaders in


Japanese spirits and have found shoppers are deeply interested in the ‘Japanese’ category; not just the dark spirits side. “Roku Gin, for example, was


very well received by our consumers and retailers. “It had a wonderful sampling to


purchase conversion as the scent and taste is divine.” «


“At Beam Suntory, we are very lucky to have such a diverse portfolio which has strengthened across many of the growing categories such as premium American whiskey, premium gin and premium single malts.”


Ed Stening,


Global Head of Marketing Travel Retail, Beam Suntory


TRBUSINESS 127


Above: Brands such as Jim Beam exceeded expectations in 2018.


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