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• New data from Euromonitor International* sees e-commerce grow by 33% globally, while total volume of alcohol sales fell by 6% year on year in 2020
• New global standards enhance safeguards to prevent online alcohol sale and delivery to those underage or intoxicated, and where prohibited by law
• Groundbreaking coalition spanning six continents between leading beer, wine, and spirits producers and 14 prominent global and regional online retailers, and e-commerce and delivery platforms
Today [Tuesday 25th May] sees the launch of the first-ever global standards for the online sale and delivery of alcohol beverages. This international initiative is focused on supporting consumers’ increasing demands for greater convenience with enhanced standards of responsibility to prevent sale to those underage and to reduce harmful drinking.
Although the COVID-19 pandemic and the closure of hospitality venues in most countries throughout 2020 resulted in global alcohol sales volumes declining by more than 6% year on year in 2020, there has been an acceleration in the shift to e-commerce with the sale and delivery of alcohol online increasing by 33% globally*. In the U.S., e-commerce grew by more than 100% with Brazil and Canada seeing growth rates of more than 300%.
In response to this trend, a global partnership of the 12 leading beer, wine, and spirits companies that form the International Alliance for Responsible Drinking (IARD) and 14 prominent global and regional online retailers, and e-commerce and delivery platforms have identified five key safeguards to help ensure that robust standards are in place throughout the entire supply chain and customer journey to combat harmful drinking.
The standards outlined in the document launched today include:
• Improving safeguards and security measures that aim to prevent minors from being able to buy alcohol
• Putting in place mechanisms to prevent beer, wine, and spirits being delivered to minors, to individuals showing visible signs of intoxication, or where prohibited by law
• Providing tools, information, and education, or other support to drivers to empower them to deny delivery
• Enhancing consumer information and control
• Promoting global standards as a resource to support the development of national level codes and practices for the online sale and delivery of alcohol that build on local and national regulation
The full details of the standards can be found here.
Albert Baladi, President and CEO of Beam Suntory and Chair of IARD CEO Group, said:
“This partnership reflects the shared determination of leading alcohol producers, online retailers and e-commerce platforms to combat the harmful use of alcohol in all its forms.
“These global safeguards for alcohol e-commerce cover the entire online purchase journey – starting from the moment a consumer begins the purchase process and travelling all the way through to the moment of delivery, helping ensure these orders don’t reach underage individuals or visibly intoxicated people.”
Henry Ashworth, IARD President and CEO, said:
“This is a true world-first initiative in raising standards of responsibility across the board for e-commerce. This international partnership has worked together tirelessly to set global standards for the online sale and delivery of alcohol beverages, taking further concrete steps towards the elimination of alcohol sales to minors. IARD is proud to have united the world’s leading drinks producers with leading online retailers and e-commerce platforms and we invite others to join us in this landmark collaboration to raise global standards.”
With Support from Partner Hornitos® Tequila, Resource Kit Aims to Deliver Essential Vaccine Facts and Information to Spanish-Speaking Communities Across the Country; While Custom Murals in Los Angeles and Chicago Help to Spread the Message
Washington D.C., May 25, 2021 – The League of United Latin American Citizens (LULAC), the oldest and largest civil rights Hispanic organization in the United States, with the support of established partner Hornitos® Tequila, today has announced their collaboration to develop and publish the landmark community outreach kit, education and call-to-action further supporting their Vacúnate Hoy Project. The newest effort is aimed at increasing the rate of vaccinations against the coronavirus among Latinos, who are suffering the health impacts of COVID-19 at disproportionately higher levels, coupled with a historical disparity in quality health care accessible to members of this community.
LULAC designed the resource kit in partnership with Hornitos to translate relevant information about the COVID-19 vaccine for Spanish speakers. The toolkit includes vetted information on how the vaccines work, their development processes, safety protocols and an interactive map on finding a vaccination center nearest to them. Visitors of the online toolkit can also opt-in to receive updates directly from both LULAC and the Center for Disease Control (CDC). The online resource kit can be downloaded by visiting www.vacunatehoy.org/afairshot.
“There is a continuing gap in many states between the rate of Latinos infected with COVID-19 and those who are being reached, engaged and are able to access a vaccine,” said Sindy Benavides, LULAC National Chief Executive Officer. “In partnership with Hornitos, Vacúnate Hoy is our concerted effort to help educate millions of Spanish-speaking Latinos in the U.S. about this critical topic and provide accessible information that could potentially save their life or the life of a loved one.”
"Hornitos was established with the belief that nothing great ever happens without taking a shot in life - and this ‘shot’ in particular is so important," said Rashidi Hodari, Managing Director at Beam Suntory. “We have learned from our partners at LULAC that nearly six in ten Hispanic adults are saying they do not have enough information about the vaccine and where to receive it. This gap in information helps drive our continuous support of LULAC’s efforts to deploy these critical, life-saving resources in the native language.”
In addition to the online toolkit, Hornitos has enlisted two Latinx artists Nina Paloma and Joel Colon, to help spread awareness for the Vacúnate Hoy Project. The artists have created murals in Chicago and Los Angeles depicting colorful, encouraging scenes illustrating vaccine advocacy and prompting viewers to learn more about receiving the vaccine. The murals will each feature a QR code directly linking to the resources and online toolkit for easy reference.
For more information about LULAC, visit www.lulac.org, follow @LULAC on Twitter and Instagram or like LULAC on Facebook. For more information about Hornitos Tequila, visit www.hornitostequila.com, follow @HornitosTequila on Twitter and Instagram or like Hornitos Tequila on Facebook.
About LULAC
Established in 1929, the League of United Latin American Citizens (LULAC) is the nation's largest and oldest civil rights volunteer-based organization that empowers Hispanic Americans and builds strong Latino communities. Headquartered in Washington, DC, with 1,000 councils around the United States and Puerto Rico, LULAC's programs, services and advocacy address the most important issues for Latinos, meeting critical needs of today and the future. For more information, visit www.LULAC.org.
About Hornitos® Tequila
Hornitos® Tequila has a history of breaking tradition dating back to 1950 when founder Don Francisco launched the brand in honor of Mexican Independence Day. The Hornitos family of tequilas keeps Don Francisco's legacy alive, using the same high standards to cultivate the best and most flavorful agaves, molding them into premium tequilas that everyone can enjoy. He brought the celebrated spirit to new heights with the agave-robust Reposado, broke the rules to create a crystalline Plata, went above and beyond tequila standards to make an ultra-smooth and aromatic Añejo and pushed the boundaries of tequila innovation with whiskey barrel aged Hornitos® Black Barrel® Tequila and Hornitos Cristalino.
70 years later, Hornitos inspires its fans to adopt the same boundary-pushing mindset through its "A Shot Worth Taking" campaign that highlights the extraordinary things that can happen when people are willing to take a chance. Since the inception of "A Shot Worth Taking" in 2017, Hornitos has empowered fans to take their shot and provided funds and opportunities to make their aspirations achievable.
Drink Responsibly. Hornitos® Tequila, 40% alc./vol. ©2021 Sauza Tequila Import Company, Chicago, IL
All trademarks are the property of their respective owners.
The Iconic Kentucky Bourbon is Calling for Stories of Best Friends, Mentors and More as Part of its "Remarkable Home Bar" Contest
LORETTO, Ky., May 19, 2021 – Today, Maker's Mark® Bourbon announced that it has teamed up with famed interior designer, author, and television personality Orlando Soria, to bring people together for the ultimate #MakersHour cocktail hour with its Remarkable Home Bar contest. With at-home cocktailing here to stay, the iconic Kentucky bourbon is inviting fans 21 years and older to nominate a friend, family member or mentor that they would love to share a cocktail hour with, for a chance to receive a pair of custom home bar makeovers this summer, both expertly designed and curated by Soria.
“Over the past year, we’ve all come to appreciate the art of an excellent homemade cocktail, but what makes a cocktail hour most enjoyable isn’t just about what’s in your glass,” said Rob Samuels, 8th-Generation Whisky Maker and Managing Director at Maker’s Mark. “It’s about all the personal details – from the space where you’re enjoying it, to the company you’re enjoying it with. Calling upon Orlando's great taste, we’re honored to help create that perfect Maker’s Hour for one of our fans and someone who has played a remarkable role in their life.”
ABOUT THE PROGRAM
The Remarkable Home Bar contest kicks off on Twitter on May 19 and runs through June 9, with fans being encouraged to shout-out to a remarkable person in their life – near or far – that they would most like to treat to a Maker’s Hour. Whether that’s a friend, teacher, parent or coach, Twitter nominations can highlight just about anyone who pours the same heart into seeing you thrive that Maker’s Mark does into crafting each bottle of bourbon at its distillery.
A winning duo will be rewarded with Soria personally consulting and creating two custom home bar spaces. The “two-of-a-kind” bars will each be designed to mirror each other with a cohesive aesthetic, so that the selected pair can share a drink ‘at the bar,’ whether physically together or virtually in their respective homes.
“Good interior design in any room is about creating a space that makes you feel that you’re living your best life, and I’m so excited to collaborate with Maker’s Mark to do that with a pair of bar spaces where treating yourself feels so natural,” said Orlando Soria, Interior Designer and ‘Bar Architect’ for the Remarkable Home Bar program. “I want to use these designs to help whisky drinkers connect with each other in their homes the same way they would at a high-end bar!”
HOW TO ENTER
To nominate a remarkable person and enter for the chance for both of you to win a home bar makeover:
• Log into Twitter between May 19-June 9, 2021.
• In 280 characters or less, tell us about the remarkable person in your life, who must also be 21 years of age or older, that you would like to treat to a Maker’s Hour and why.
• Tag @MakersMark and use #MakersHour so we can find your nomination.
• Don’t worry, we won't just show up and start building in your home. We'll let you know if your nomination is in the running and will notify you if you’ve won.
Once selected, Maker’s Mark®, Orlando Soria and a team of licensed professionals will safely survey the winning spaces to create the fully-customized ‘two-of-a-kind’ home bar areas that are sure to be the talk of the neighborhood. Each bar will be complete with bar seating for up to four guests, gorgeous bottle displays, accent pieces, functional drinks equipment, and the perfect lighting to set the tone for the ultimate Maker’s Hour. For more information, visit https://makershour.makersmark.com/remarkable-home-bar, head to @MakersMark on Twitter or follow #MakersHour.
NO PURCHASE NECESSARY. You must be a legal resident of the 50 United States and the District of Columbia (“D.C.”) and 21 years of age or older to participate in the Contest. Void where prohibited. Subject to complete official rules. Link to privacy policy. Contest begins 8:30am Central Standard Time (“CST”) on May 19, 2021. All entries must be received by 12:00pm CST on June 9, 2021.
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About Orlando Soria
A California native, Orlando Soria has been a staple of the design community for more than ten years. After growing up in Yosemite National Park, he moved to the east coast for college, where he received degrees from Cornell and The University of Pennsylvania. After working as a music publicist in New York City he landed back on the West Coast, where his career in design began. He got his big break into the world of HGTV and interior design when he was hired as Emily Henderson’s assistant on the series “Secrets from a Stylist.” Since, he’s operated his own design firm, created Hommemaker Blog (now OrlandoSoria.com), written a book called “Get It Together,” and filmed two seasons of his HGTV show “Build Me Up.”
About Maker's Mark® Bourbon
In 1953, in Loretto, Ky., Bill Samuels, Sr., fulfilled his dream to create a handmade and delicious bourbon. He decided to make his whisky in small batches, using soft red winter wheat to enhance the softness and sweetness. He then rotated each barrel by hand for consistency and, finally, aged each barrel to taste. Bill Samuels, Sr., transformed bourbon from a "commodity" into a premium handmade spirit, and today Maker's Mark® continues to make its bourbon the same way. In recent years, Maker’s Mark® has introduced thoughtful, super-premium innovations to its portfolio, including Maker's Mark 46®, Maker's Mark® Cask Strength and Maker's Mark® Private Selection, the brand's first-ever custom barrel program. For more information, visit makersmark.com.
About Beam Suntory Inc.
As a world leader in premium spirits, Beam Suntory inspires human connections. Consumers from all corners of the globe call for the company's brands, including the iconic Jim Beam and Maker’s Mark® bourbon brands, Suntory whisky Kakubin and Courvoisier cognac, as well as world renowned premium brands including Knob Creek, Basil Hayden's and Legent bourbon; Yamazaki, Hakushu, Hibiki and Toki Japanese whisky; Teacher's, Laphroaig and Bowmore Scotch whisky; Canadian Club whisky; Hornitos and Sauza tequila; EFFEN, Haku and Pinnacle vodka; Sipsmith and Roku gin; and Midori liqueur.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and vision of Growing for Good. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.
WE MAKE OUR BOURBON CAREFULLY. PLEASE ENJOY IT THAT WAY.
Maker's Mark® Kentucky Straight Bourbon Whisky, 45% Alc./Vol. ©2021 Maker's Mark Distillery, Inc., Loretto, KY.
‘WhiskHy’ study was funded by BEIS Green Distilleries Competition
14th May 2021 - Supercritical Solutions Ltd (Supercritical) has successfully completed a three-month feasibility study for its green hydrogen-based decarbonisation technology at Beam Suntory’s Ardmore distillery, located in Kennethmont, Aberdeenshire.
Supercritical’s ‘Project WhiskHy’ was one of just 17 green innovation projects to be awarded an initial grant from the Department for Business, Energy & Industrial Strategy (BEIS) in January 2021. Following the feasibility study, Supercritical is now in the running for a second round of funding from BEIS to develop, deploy and scale this technology at Ardmore over the next three years.
With ‘Project WhiskHy’, Supercritical has designed the world’s first supercritical, ultra-efficient, high pressure electrolyser, which would enable a distillery like Ardmore to produce and store hydrogen on site, powered only by the distillery’s wastewater and local renewable power sources. The green hydrogen can then be looped back into the distillery's heat or power system to minimise, and ultimately eliminate, its reliance on fossil fuels. Supercritical’s initial feasibility study has demonstrated a clear pathway for the Ardmore distillery to become a zero-carbon distillery, reliant only on its local natural resources, by 2040. This technology would be the first of its kind and could be deployed across distilleries of all sizes, as well as other industries.
Supercritical, in partnership with Beam Suntory, the Centre for Process Innovation, Xodus Group and DNV, has issued a comprehensive report of its findings, which has also been submitted to BEIS. An executive summary of the WhiskHy report can be downloaded from supercritical.solutions/whiskhy.
Project WhiskHy is now in the process of bidding for a further grant from BEIS to allow it to build and deploy this technology at scale at the Ardmore distillery.
Matt Bird, Chief Executive at Supercritical, commented: “Extracting hydrogen from the distillery wastewater using local renewable energy means we could eliminate carbon emissions from the distilling process at a lower cost than the fossil fuels used today.”
Luke Tan, Chief Product officer at Supercritical added: “The WhiskHy feasibility study was a great opportunity to demonstrate the global reach and potential for Supercritical’s technology. With Phase 2 approved, Ardmore distillery will be the first of many to benefit from our UK developed high pressure, ultra- efficient green hydrogen solution.”
Alistair Longwell, Senior Manager, Scotch Distillation & Maturation Operations at Beam Suntory, added: “Beam Suntory is proud to support the Scotch Whisky sector’s ambitious journey towards full decarbonisation, and we are delighted to support this innovative project. As part of our Proof Positive sustainability strategy, Beam Suntory is aiming to go beyond net zero carbon emissions across our value chain by 2040 – and technologies like Project WhiskHy will help us get there.”
About Supercritical Solutions LTD
We are developing the world’s first high pressure, ultra-efficient electrolyser, for the production of Hydrogen and Oxygen from water, with zero emissions. By using heat and pressure our proprietary design allows us to exploit the benefits of supercritical water and deliver gases at over 200 bar of pressure, without the expense or challenges of hydrogen compressors.
Supercritical has had great success over their short lifetime. Founded in June 2020 from Deep Science Ventures and supported by Angel Investment and a FTSE-100. In August 2020 they were awarded funding by OGTC for the potential the technology could offer the oil and gas industry, and now recognition in the distilling industry too. Due to the versatility of the technology, conversations are taking place with multiple other hard-to-decarbonise sectors about the use of the technology.
To find out more visit www.supercritical.solutions
About Beam Suntory Inc.
As a world leader in premium spirits, Beam Suntory inspires human connections. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands, Suntory whisky Kakubin and Courvoisier cognac, as well as world renowned premium brands including Knob Creek, Basil Hayden’s and Legent bourbon; Yamazaki, Hakushu, Hibiki and Toki Japanese whisky; Teacher’s, Ardmore, Laphroaig, Bowmore and Glen Garioch Scotch whisky; Canadian Club whisky; Hornitos and Sauza tequila; EFFEN, Haku and Pinnacle vodka; Sipsmith and Roku gin; and On The Rocks Premium Cocktails.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and vision of Growing for Good. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.
About Xodus Group
As a leading global energy consultancy, we help clients overcome challenges, add value to opportunities and maximise returns on investments, responsibly. Our values of trust, responsibility and excellence underpin our vision. They are at the heart of decision making and inform our future strategy.
In offering expert advice and solving complex problems, our multi-skilled specialists work across the energy spectrum to address industry problems. By combining technology with our knowledge, we create better business outcomes whether it is advisory, project development or in operational support. Together, we will deliver a responsible energy future - www.xodusgroup.com
Headquartered in Aberdeen, Scotland with a global operations centre in London, Xodus has offices in Edinburgh, Glasgow, Orkney, Egypt, Perth, Australia and Boston and Houston in the US.
About Centre for Process Innovation
CPI acts as a catalyst bringing together academia, businesses, government and investors to translate bright ideas and research into the marketplace. We do this by giving our customers access to the right experts, equipment, networks, funding and more – connecting the dots for effective innovation.
We are a leading independent technology innovation centre and a founding member of the UK Government’s High Value Manufacturing Catapult. Established in 2004, our teams tirelessly apply their many years of experience to ensure that every great invention gets the best opportunity to become a successfully marketed product or process. We work with our partners across diverse markets in the UK and around the world, driving their innovations forward and helping them to reduce the risk and cost associated with product development.
About DNV
We are the world's leading classification society and a recognized advisor for the maritime industry, the technical advisor to the oil and gas industry, and we deliver world-renowned testing, certification and advisory services to the energy value chain including renewables and energy management.
Proceeds of the Bourbon Selvedge Denim Jacket to benefit Stop AAPI Hate
NEW YORK, May 13, 2021 – Today, Legent®, a first-of-its-kind super premium bourbon known for melding Kentucky distilling tradition with Japanese blending expertise, announces the re-release of its previously sold out denim jacket crafted in collaboration with globally celebrated American fashion designer Todd Snyder. Both Legent and Snyder, known to draw inspiration from Japanese craftsmanship and Asian influences for their products, together condemn the increased xenophobia and bigotry which the AAPI (Asian American and Pacific Islander) community continues to face.
In honor of AAPI Heritage Month, which began on May 1, Legent and Todd Snyder will donate 50% of proceeds from every jacket crafted to Stop AAPI Hate, a national coalition addressing anti-Asian racism across the U.S. The limited-edition Bourbon Selvedge Denim Jacket, which first debuted in October 2020 and sold out in under 12 hours, will be available starting today, Thursday, May 13, 2021, for a limited time on ToddSnyder.com for $398 USD. For the ultimate bourbon-enthusiast, a special limited-edition bundle with a bottle of Legent bourbon will be released on luxury wine and spirits e-commerce platform ReserveBar.com for $448 USD.
“For this special edition of my signature Dylan Jacket, we brought together the best in Japanese denim and American craftsmanship, in the same way Legent mixes Japanese blending techniques with American distilling traditions,” says Todd Snyder. “As we celebrate the intersection of East and West with this partnership, we also want to take a moment to acknowledge the challenges faced by many in the Asian American and Pacific Islander community over the past several months and work to put an end to these terrible acts of hatred.”
Since launching in 2019, Legent has changed the landscape of the bourbon category. A product of two whisk(e)y legends, Legent is expertly distilled by Fred Noe, seventh-generation Master Distiller of Jim Beam, bourbon's pioneering family, and artfully blended by Shinji Fukuyo, fifth-ever Chief Blender of Suntory, the founding house of Japanese whisky. The award-winning bourbon* brings together the best of the East and West unlike any other, resulting in a perfectly balanced yet complex and layered whiskey with a bright, smooth, unexpectedly long finish.
“As a brand that is rooted in melding the best of Japanese and American craftsmanship, we are fully committed, along with Todd Snyder, to not only be celebrating but also standing behind the AAPI community, especially during this time of increased violence and racism,” says Victoria Russell, Chief Diversity & Inclusion Officer at Beam Suntory. “While we recognize that there is still a lot of work to be done to end xenophobia and bigotry towards the AAPI community, we are hopeful that impactful organizations like Stop AAPI Hate will make a difference in putting an end to the horrible acts of discrimination this community is facing.”
Legent is available in 750mL (47% abv / 94 proof) in select markets throughout the United States and via online retailers including Reserve Bar for a suggested retail price of $39.99 USD.
For more information, follow along @LegentBourbon @ToddSnyderNY.
About Legent Bourbon:
Launched in 2019 by Beam Suntory, Legent® Bourbon is a masterful collaboration between two celebrated whisk(e)y legends; expertly distilled by Fred Noe, seventh-generation Master Distiller of Jim Beam, bourbon’s pioneering family, and artfully blended by Shinji Fukuyo, fifth-ever Chief Blender of Suntory, the founding house of Japanese whisky. A first-of-its-kind, unique innovation that starts as a Kentucky Straight Bourbon with Beam Suntory’s classic family recipe and is aged in wine and sherry casks before being blended with more Kentucky Straight Bourbon, resulting in a perfectly balanced yet complex and layered whiskey that is truly extraordinary. Please visit legentbourbon.com or follow along @legentbourbon for more information and cocktail recipes.
About Todd Snyder:
Since launching his eponymous label in 2011, Todd Snyder has infused his love for New York City into the DNA of his brand, redefining how modern American men can present themselves to the world in stylish, unexpected ways. From bespoke tailoring to innovative capsule collections, Todd’s creations show that good style can be attainable and even playful. He resides on the cutting edge of fashion retail and is always looking for unexpected ways to push creative boundaries, as seen through innovative capsule collections and limited-edition designs with brands including Champion, New Balance, Timex, Moscot, Moby’s, and FJ Company. Todd serves as a mentor for the next generation of designers at his alma mater, Iowa State University where he works closely with emerging talent through the label’s robust internship program.
The Todd Snyder New York flagship store and his second location, Todd Snyder at the Liquor Store, have been hailed as innovative retail and lifestyle hubs by The New York Times, New York Magazine, GQ and others, solidifying the brand’s status as a go-to shopping destination for fashion insiders and sharp dressers worldwide. Previously, Todd held leading roles at Polo Ralph Lauren, The Gap and J.Crew. As head of menswear at J.Crew, he created the J. Crew Liquor Store in New York City, a first-of-its-kind concept offering a curated selection of apparel and lifestyle products. He has also been recognized four times by the CFDA as a Menswear Designer of the Year nominee and was a CFDA/Vogue Fashion Fund finalist. Todd is currently based in New York City and has three daughters.
About Stop AAPI Hate:
Stop AAPI Hate is a national coalition addressing anti-Asian racism across the U.S. The coalition was founded by the Asian Pacific Policy and Planning Council (A3PCON), Chinese for Affirmative Action (CAA) and San Francisco State University’s Asian American Studies Department. Between March 19, 2020 and March 31, 2021, Stop AAPI Hate has received 6,603 reported incidents of racism and discrimination targeting Asian Americans across the U.S. Visit stopaapihate.org.
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*John Barleycorn Spirits Awards (Gold Medal, 2019), New York International Spirits Awards (Gold Medal, 2019), The American Whiskey Masters (Master's Award, 2020), San Francisco World Spirits Competition (Gold Medal, 2021), Sip Awards (Gold Medal, 2020), Denver Spirits Competition (Gold Medal, 2021), Wine Enthusiast ("92" and "Best Buy" in Wine Enthusiast June/July 2020), International Wine and Spirits Competition (Silver Medal 92 points, 2020), London Spirits Competition (Gold Medal, 2021 and Best in Show: Country Category, 2021), International Spirits Challenge (Gold Medal, 2020) and Bartender Spirits Awards (Silver Medal, 2020).
Legent® Kentucky Straight Bourbon Whiskey Partially Finished in Wine & Sherry Casks, 47% Alc./Vol. ©2021 Legent Distilling Co., Clermont, KY. All trademarks are properties of their respective owners.
May 12, 2021 (CHICAGO) – Beam Suntory, a world leader in premium spirits, and parent company Suntory Holdings, have pledged $600,000 (approx. INR 44,184,000) to support COVID-19 relief in India, focused on increasing access to medical care in the hardest-hit areas, and supporting on-trade partners that have been impacted by the surging pandemic.
“Giving back to society is one of Suntory Group’s most cherished and fundamental values,” said Tak Niinami, CEO of Suntory Holdings. “We are proud to stand with Beam Suntory and our team members in India to support urgent public health needs and hard-hit communities as India confronts the alarming surge in coronavirus cases.”
Donations will support:
• British Asian Trust, which is working to deliver oxygen concentrators to hospitals as quickly as possible, working with local partners to identify the areas of greatest need
• Confederation of Indian Industry (CII), India’s largest business chamber which is undertaking extensive relief operations across India with various Government agencies and local authorities in the areas affected by the second wave of COVID-19
• Through Beam Suntory’s partnership with the National Restaurant Association of India, supporting recovery efforts in the food and beverage industry, as well as professional training and vaccination cover where needed by staff of the association members
• Government-led relief efforts to mitigate the shortage of hospital equipment in India’s most severely impacted states
“The pandemic has been a tragedy globally, but the current situation in India has hit close to home for us, as it has impacted many of our team members, their families, and communities,” said Albert Baladi, President & CEO of Beam Suntory. “Contributing to vibrant and equitable communities is a pillar of our Proof Positive sustainability strategy, and we are committed to helping support these hard-hit communities in India.”
Beam Suntory operates a fast-growing commercial business in India, with a Head Office in Gurgaon, as well as bottling facilities in Behror and Goa, and has more than 300 full-time employees across the country.
“This is a very difficult time for India, and I know I speak on behalf of my entire team when I say that the support we are receiving from Beam Suntory and Suntory leadership has been an inspiration,” said Neeraj Kumar, Beam Suntory’s Managing Director of India. “We are proud to build on the support that Beam Suntory India has already provided, including previous donations to the NRAI, as well generous support from our employees to the state of Rajasthan’s COVID relief efforts in 2020. We look forward to continuing to work with our people, our partners and our industry to rebuild to an even brighter future once India recovers from this crisis.”
Since the beginning of the COVID-19 pandemic, Beam Suntory has donated to various COVID relief efforts around the world, including a €100,000 donation to the German Red Cross and €200,000 to hospitals and nursing homes in Spain, among many others. The company has also pledged more than $3 million to support restaurant and bar workers and their families across numerous markets. Initiatives included a $150,000 (INR 1 Crore) donation to the National Restaurant Association in India in 2020, as well as a Maker’s Mark’s partnership with the LEE Initiative Restaurant Reboot Relief Program and Restaurant Workers Relief Program, which donated more than 1 million meals to restaurant workers in the US, and various other support programs for on-trade workers in markets including Canada, the UK, Germany, Spain, Brazil, Korea and India.
To support hospital systems and first responders in the fight against COVID-19, the company’s facilities in Kentucky, Japan, Spain, England, Scotland, Ireland, Canada and Mexico produced sanitizer sufficient to clean more than 50 million pairs of hands.
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About Suntory Holdings
As a global leader in the beverage industry, Suntory Holdings offers a uniquely diverse portfolio of products from premium spirits, beer and wine to brewed teas, bottled water, carbonated soft drinks, ready-to-drink coffee and energy drinks, along with health and wellness products. Suntory is home to award-winning Japanese whiskies Yamazaki, Hibiki and Hakushu as well as iconic American spirits Jim Beam and Maker's Mark. Suntory also fascinates the taste buds in Japan and the Asian market with our Premium Malt's beer and also owns the exceptional Japanese wine Tomi and the world famous Château Lagrange. Its brand collection also includes Sauza Tequila, non-alcoholic favorites Orangina, Lucozade, Ribena, BOSS coffee, Iyemon green tea, Suntory Tennensui water, TEA+ Oolong Tea, V and BRAND’S, as well as popular health and wellness product Sesamin EX.
Founded as a family-owned business in 1899 in Osaka, Japan, Suntory Group has grown into a global company operating throughout the Americas, Europe, Africa, Asia and Oceania with an annual revenue (excluding excise taxes) of $20.4 billion in 2020. Suntory is driven by Yatte Minahare - the spirit of bold ambition - and our 40,044 employees worldwide draw upon our unique blend of Japanese artisanship and global tastes to explore new product categories and markets.
As a company that delivers blessings of water and nature to our customers, Suntory is committed to its mission to create harmony with people and nature. Always aspiring to grow for good, Suntory is devoted to giving back to society through protecting water resources, nurturing its communities and fostering the arts.
Learn more about Suntory Group, its brands, and its commitment to social responsibility at www.suntory.com, on Facebook, Twitter, Instagram, LinkedIn, and YouTube.
About Beam Suntory
As a world leader in premium spirits, Beam Suntory inspires human connections. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam® and Maker’s Mark® bourbon brands, Suntory whisky Kakubin and Courvoisier® cognac, as well as world renowned premium brands including Knob Creek®, Basil Hayden’s® and Legent™ bourbon; Yamazaki®, Hakushu®, Hibiki® and Toki™ Japanese whisky; Teacher’s, Laphroaig® and Bowmore® Scotch whisky; Canadian Club® whisky; Oaksmith® IMFL whisky; Hornitos® and Sauza® tequila; EFFEN®, Haku® and Pinnacle® vodka; Sipsmith® and Roku™ gin; and On The Rocks® Premium Cocktails.
Beam Suntory India operates a fast-growing commercial business in India, in addition to three bottling facilities in Behror and Goa, with more than 300 full-time employees currently based in the country. The company has an ambition to build a $1 billion business in India by 2030.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and vision of Growing for Good, which now includes its transformative sustainability strategy, Proof Positive. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.
© 2021 Beam Suntory, Inc., Merchandise Mart, 222 W. Merchandise Mart Plaza, Suite 1600, Chicago, IL 60654
12 May 2021 - Beam Suntory, a world leader in premium spirits, has closed an agreement with Edrington, the international ultra-premium spirits company, to acquire 100% of Maxxium Spain through an equity swap. The agreement will be effective 2nd August 2021, subject to regulatory approval. With this transaction, Beam Suntory will assume full ownership of Maxxium Spain and Edrington will assume full ownership of Edrington-Beam Suntory UK. This will be the first time that Beam Suntory will have full ownership of its Route to Market in Spain.
This decision follows more than a decade of successful partnership between Beam Suntory and Edrington across several markets, including equal ownership of JV distribution businesses in the UK, Spain and Russia. Both companies believe that this is the right time to transition their distribution businesses in Spain and the UK from a JV structure to a fully owned structure. This will allow both businesses to reduce complexity, improve agility, make decisive investments and expand opportunities for employees as both businesses become part of larger international companies.
Maxxium Spain and Edrington-Beam Suntory UK will continue to distribute their current full portfolios of both Beam Suntory and Edrington brands. It is expected that Maxxium Spain’s corporate brand will transition to a new corporate brand in January 2022 to more closely align Beam Suntory, and details regarding those plans will be announced in due course.
For Beam Suntory, Spain is a strategic hub and the home of its International headquarters, with corporate offices in Madrid and Jerez. Spain is also a key growth market for its portfolio of premium global brands, including Jim Beam and Roku. Beam Suntory’s Segovia distillery also produces renowned Spanish brands, Larios, Whisky DYC, and Anís Castellana. Meanwhile, Maxxium Spain has established itself as a leading spirits distributor over its 20-year history and has built category leadership positions across its portfolio, which now includes four of Spain’s best-selling brands: Brugal, DYC, Larios and Centenario. Together, Beam Suntory and Maxxium Spain will employ more than 600 people across the country.
Edrington and Beam Suntory will maintain their strong partnership, including distribution agreements across several global markets, which will now include Spain and the UK. Both companies will also maintain equal stakes in their remaining JV distribution business, Maxxium Russia. Suntory Holdings’ 10% equity stake in Edrington is unaffected by this transaction.
Pryce Greenow, President International & Global Sales Excellence Officer, Beam Suntory commented: “Despite the challenges faced by our industry in 2020, Beam Suntory has a great deal of confidence in the fundamental strength of our business in Spain. We intend to invest in building our premium brands, including Jim Beam, Roku, Larios and DYC, as well as in our commercial capabilities to accelerate Maxxium Spain’s growth. We will be focused on key strategic priorities like eCommerce, daytime consumption and tourism, as well as working closely with our on-trade partners to support a swift and sustained recovery of Spain’s all-important hospitality industry.
“We have worked with our Maxxium Spain colleagues for many years as our JV partners, and we are proud to welcome them into our global business. Given Beam Suntory’s deep roots in Spain and our many years of collaboration, we believe that bringing both businesses together will prove a natural fit, and that both companies will benefit from fully joining forces.”
Mark Pockele, General Manager of Maxxium Spain, added: "We are proud to become part of Beam Suntory’s global business. Beam Suntory has always shown great commitment to and understanding of the Spanish market, and we believe that this simplified ownership structure will allow us to accelerate growth in our traditional areas of strength, as well as exploring new opportunities as we navigate the post-COVID recovery. We are delighted that Edrington will continue to invest in this market and be a part of our business, and we look forward to continuing to grow their portfolio in Spain.”
Huw Pennell, Edrington’s Regional Managing Director for Europe, said: “As our business sharpens its focus on the growing opportunities for ultra-premium spirits, we are pleased that this agreement will enable us to continue to work closely with the excellent Maxxium Spain team in Madrid to accelerate the growth of our portfolio.
“Spain is the number one international market for Brugal rum outside the Dominican Republic, and the cities of Madrid and Barcelona are key cities for The Macallan. We are excited about the opportunities for our portfolio under the management of the talented Maxxium Spain team.”
About Beam Suntory Inc.
As a world leader in premium spirits, Beam Suntory inspires human connections. Consumers from all corners of the globe call for the company's brands, including the iconic Jim Beam and Maker's Mark bourbon brands, Suntory whisky Kakubin and Courvoisier cognac, as well as world renowned premium brands including Knob Creek, Basil Hayden's and Legent bourbon; Yamazaki, Hakushu, Hibiki and Toki Japanese whisky; Teacher's, Laphroaig and Bowmore Scotch whisky; Canadian Club whisky; Hornitos and Sauza tequila; EFFEN, Haku and Pinnacle vodka; Sipsmith and Roku gin; and Midori liqueur.
Beam Suntory’s Spanish brands include DYC whisky, Larios gin and Anís Castellana. Its Segovia distillery is located in Palazuelos de Eresma and its bottling operations are located in Valverde del Majano. In addition to producing DYC Whisky, Larios Gin, and Anís Castellana, the plant also bottles Jim Beam and other Beam Suntory brands to supply Beam Suntory’s International region.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and vision of Growing for Good. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com
About Edrington
Edrington’s vision is to give more by building exceptional ultra-premium spirit brands. Our strategy is to become the world’s best at crafting exceptional spirit brands that are loved by consumers. The Macallan is our central focus, supported by Highland Park and The Glenrothes in the fast-growing single malt category and Naked in the blended malt category. Our portfolio is completed with The Famous Grouse Blended Scotch Whisky and Brugal premium rum from the Dominican Republic. Edrington also has strategic partnerships with Tequila Partida and Wyoming Whiskey in the tequila and American whisky categories.
Edrington is headquartered in Scotland and employs over 3,500 people in its wholly owned and joint venture companies, with over 70% employed overseas. We own our route to market in 15 countries and distribute our brands to more than 100 countries around the world through joint ventures and third-party agreements.
Our principal shareholder is The Robertson Trust, which has donated £301 million to charitable causes in Scotland since 1961. Our business is underpinned by the Edrington values of giving, respect, integrity, and excellence.
About Maxxium Spain
Maxxium Spain is responsible for the sales, marketing and distribution of a range of premium spirit brands and has in its portfolio four of the ten best-selling brands in Spain: Larios, Brugal, DYC and Centenario. In addition to these, Maxxium Spain markets more than 20 other premium spirits brands, including internationally renowned brands such as The Macallan, Jim Beam, Courvoisier and the Japanese whiskeys Hibiki and Yamazaki.
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