Suntory Holdings Ltd in Spirits

December 2018

The fifth largest spirits producer, Suntory, has a wide-ranging portfolio that places it in a strong position to adapt to evolving demand trends. However, it remains heavily reliant on just two markets - the US and Japan. This narrow geographic spread presents a potential challenge to the future growth of the company, as does the rise of micro-distillers and the shifting focus of major rivals. This report examines Suntory’s strategic approach and considers where future opportunities might lie.

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Euromonitor International's report on Suntory Holdings Ltd delivers a detailed strategic analysis of the company's business, examining its performance in the Alcoholic Drinks market and the global economy. Company and market share data provide a detailed look at the financial position of Suntory Holdings Ltd, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Suntory Holdings Ltd.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Suntory Holdings Ltd provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Alcoholic Drinks research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report


Strategic Evaluation

Key findings
Key company facts
Global footprint
Diageo is the undisputed global leader
Premiumisation remains prominent in key markets
Acquisition transforms Suntory’s geographic profile
A recently diversified portfolio

Competitive Positioning

Strong competition from bourbon/other US whiskey players
Two national markets dominate Suntory’s spirits volumes
Jim Beam: leading from the front
Top brands benefit from category expansion
Sauza rebranded to align with upmarket shift in tequila
Pinnacle struggles to contend with craft, cocktails and competition
Stiff competition for Courvoisier in booming US cognac


Australasia leads the way in regional market share
Well placed in key growth categories
Diageo’s unassailable lead in a consolidating category
A spirited performance in main bourbon/other US whiskey market
International expansion opportunities in Japanese whisky
Scotch on the rocks for Suntory
Bleak outlook for shochu
Purchase brings premium potential in gin
Crafting a niche identity?



Appendix: Competitor Analytics

Competitor Analytics tool
Market overlap
Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Model

Why buy this report:

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions


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