Consumer
Jim Beam Owner Bets on Canned Vodka Cocktails to Double Revenue
- ‘Ready-to-drink’ category growing faster than whiskey
- Company is expanding -196 vodka seltzers beyond Japan
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The maker of some of the world’s most refined whiskeys is rebranding itself as it tries to dominate the global market for a more downmarket drink: the canned cocktail.
Suntory Holdings Ltd.’s New York-based Beam Suntory subsidiary will change its name to Suntory Global Spirits on Tuesday, removing Beam from its name a decade after it bought the US-based bourbon brand. The unit aims to grow its $5.5 billion in global sales to $10 billion by 2030 — with an emphasis on RTDs, or “ready to drink” beverages.