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11/05/2026

More than a competition, the Suntory Cup by celebrates the craft, creativity, and hospitality behind bartending.

Following last year’s “Reinvigorate the Retro” challenge with , winners Tom Smith and Reuben Beasley-Palmer travelled to Japan to explore distilleries, mentorship, and the culture behind the craft.

Here’s what they brought back from the journey.

07/05/2026

For decades, these casks patiently nurtured our whiskies—oak from nature turning clear spirit into amber, shaping aroma, color, and character.

When their work is done, we don’t simply retire them. At Suntory, we honor the gifts of nature and society that make our craft possible. Since our founding, giving back to what sustains us has been part of who are.

Some casks are given a second life: curved staves are straightened, grain revealed, and the wood reborn as furniture and interiors. These pieces carry the warmth of the cask—and the quiet years it spent nurturing whisky—into everyday spaces.

It’s not just whisky we share—it’s the story, the craft, and a lifestyle where the spirit of the cask lives on.

Everything tastes better when a story lives behind it.

27/04/2026

At Suntory, crafting whisky is just the beginning. Every detail—from bottle to glass—is designed to make each sip and each kanpai (the Japanese “Cheers!”) unforgettable.

Take the Kaku Highball Mug: a glass made for Kakubin, with every curve, handle, and line perfected for the ideal toast.

The handle is shaped to fit your thumb perfectly, making it easy to raise a toast. The yellow label isn't just for show - it marks the ideal pour, ensuring the golden ratio of one Kakubin to four parts soda for the most balanced, flavorful Highball.

We didn’t stop there. We pioneered the Highball RTD, opened bars, and refined every aspect of the experience—so the perfect KANPAI is always within reach.

Highball is now a cultural staple in Japan—and we continue to share that spirit worldwide.

When experience is crafted with intention, it turns into tradition.

20/04/2026

Our Chief Blender Shinji Fukuyo and his team don’t create whisky as a “product”— they create it as an experience, shaped by how people truly live, taste, and enjoy whisky in their everyday lives.

Since its founding, Suntory has crafted whisky to fit the lives of the people who drink it—and that spirit continues today. Suntory in its early days began not simply by introducing Western spirits to Japan, but by pursuing flavors that genuinely fit Japanese tastes and lifestyle. That commitment to understanding local sensibilities—and shaping whisky to take root in daily life—continues today.
Shinji Fukuyo and his team carry on this philosophy by going beyond what data and surveys alone can reveal, visiting selected markets and real drinking environments to understand how whisky is actually enjoyed on the ground.

He believes that “the data average does not represent anyone,” and that real insight comes from sensing the many different ways individuals experience flavor. Especially for daily whiskies, these “Gemba” (on-site) experiences help the team understand not only taste preferences, but also drinking occasions—what people eat with their drink, when they drink, and how whisky fits into a moment.

This way of thinking—rooted in respect for local taste and lived experience, first established by Shinjiro Torii, Suntory’s first master blender—continues to shape how Suntory approaches whisky-making today.

Because whisky shaped by real lives and real moments always tastes better.

13/04/2026

Who says you can’t break into Japan’s beer market?

In 1963, Keizo Saji, Suntory’s second president, dared to do what many thought impossible: enter a market dominated by a handful of giants. Guided by the founder’s spirit, Yatte Minahare—refuse to fear failure, refuse to give up, and stay relentless —Suntory stepped forward anyway.

The road was far from easy. New brands were launched, only to fade. The business stayed in the red for 45 years. Yet the brewers never stopped, driven by one unwavering dream: to create a beer that could move people, a beer worthy of being called world-class.

That dream found its breakthrough in 2003 with The Premium Malt’s. Every detail—every ingredient, every brew—reflected decades of dedication, skill, and the relentless pursuit of quality. Its success sparked the premium beer category in Japan, and in 2008, 45 years after entering the market, Suntory’s beer business finally turned profitable.

And the story didn’t stop there. Every challenge, every setback, every breakthrough reflects the same courage to think beyond what seems possible. Today, Suntory continues to innovate, crafting beers that honor that heritage while inspiring new experiences.

Because when you dream big—and stay with it—history and heart shape the brew into something more.

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06/04/2026

Bartenders aren’t just our customers—they’re our partners in flavor, culture, and creativity. They bring our brands to life in the moment they are enjoyed, serving with more skill, care, and passion than we could ever express.

At Suntory, we craft our products with the real drinking moment in mind—the places where people taste, talk, and connect. That’s why we regularly visit bars to listen, observe, and learn from the very people who shape how our products are enjoyed.

Following this philosophy, Chief Blender Shinji Fukuyo also visits bars whenever he can—meeting bartenders, hearing their stories, and understanding how guests truly enjoy each pour. Their honest opinions, new trends, and fresh inspirations often become sparks for future whisky.

Their craft, their hospitality, and their dedication add meaning to every glass. For all of this, we’re truly grateful. To every bartender who shapes the way our whisky is experienced—thank you.

Every pour turns into a story because of the people and care behind it.

30/03/2026

Suntory’s Chief Blender Shinji Fukuyo never eats fish for breakfast.
Watch the story behind the detail, and take a peek into his pursuit of perfection.

26/03/2026

More than a competition, Suntory Cup by celebrate the bartending community and the spirit of growing and inspiring each other. Last year’s Suntory Cup winners, Tom and Reuben, are a great example of how pushing one another can elevate the craft and the experience. Here’s what they had to say about supporting each other and raising the bar together.

Tom Smith, Caretaker’s Cottage (VIC) — Club Yatte Minahare Winner
Rueben Besley-Palmer, Maison Bâtard (VIC) — Club Omoroi Winner

23/03/2026

Suntory’s founder and the Father of Japanese Whisky, Shinjiro Torii, challenged the belief that whisky could not be made in Japan. Despite doubts and opposition, he never gave up on his dream of creating a whisky culture for Japan.

Rather than just importing the culture of Western liquors, he tirelessly pursued a uniquely Japanese whisky—experimenting repeatedly to craft flavors that suited Japanese tastes and culture.

The road wasn’t easy. Suntory’s first release, Suntory Shirofuda (White Label), was too smoky to win over drinkers. But those early setbacks strengthened the craft, leading to the breakthrough Kakubin in 1937—a whisky shaped by Japanese nature, technique, and respect for flavor. Its success marked a taste Japan would come to love. Since then, Suntory has continued to innovate—introducing new ways to enjoy whisky, including helping popularize the highball—and earning recognition with award-winning whiskies.

Today, driven by the “Yatte Minahare” spirit of bold challenge and a dedication to continual innovation, Suntory continues shaping the next century of whisky.

Everything tastes better with meaning behind it.

17/03/2026

Club Suntory programs, run in Oceania, is where bartenders find inspiration. It’s not about rivals—it’s about discovering peers and mentors. Through programs tailored to the Oceania region, Club Suntory Oceania connects bar professionals from all backgrounds, offering the knowledge, skills, and inspiration to elevate their craft.

It’s more than a training program—it’s a movement that drives innovation, raises standards, and strengthens the bartending community. From exploring new drink strategies to reimagining classic cocktails and deepening understanding of Suntory’s distilleries, we empower bartenders to grow together.

This commitment is part of a longstanding effort across the entire Suntory Group. Club Suntory itself was founded 40 years ago, and our support for bartenders dates back even further—beginning with Japan’s first cocktail competition in 1931, which continues today as the Suntory Bartender Award.

Every drink tastes better when craft and community come together.

20/02/2026

Our journey has never been about taking the easy path.

From the early days of crafting Japanese whisky when many said it couldn’t be done, to entering a beer market dominated by giants, Suntory has always embraced challenges with humility and determination.

Guided by our founding spirit of Yatte Minahare, we learned from setbacks, celebrated progress and pushed forward. That perseverance led to milestones like The Premium Malt’s, perfected after more than a decade of development — a testament to our belief that true success comes from patience and passion.

Yet, we know our work is never finished. We continue to refine, innovate, and expand globally, always striving to bring joy and inspire life through exceptional drinking experiences. Because for us, the journey matters as much as the destination.

Learn about our journey here: https://www.suntory.com/stories/taking-on-the-beer-business-and-taking-off.html

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