In 2023, Beam Suntory (now Suntory Global Spirits) revealed it would be parting ways from Coca-Cola Europacific Partners in mid-2025 and announced they would be creating Suntory Oceania, a $3 billion drinks partnership with sister company, Frucor Suntory.
In September last year, non-alcohol beverage production kicked off at Suntory Oceania’s Queensland manufacturing and distribution facility, the largest single FMCG investment in Australia in over a decade.
Now, Suntory Oceania is in the final stages of preparation ahead of its official launch to market mid this year.
In this letter to industry, Managing Director Mark Hill and Licensed Sales Director Gordon Treanor give insight into how the launch is progressing:
Licensed Sales Director Gordon Treanor and Managing Director Mark Hill
“This year marks a significant milestone for Suntory Oceania as our alcohol and non-alcohol businesses come together, with end-to-end control of local manufacturing, sales, and distribution across both portfolios for the first time. This collaboration will strengthen our product offering and expand our reach, bringing innovative and refreshing beverages to more consumers. We’re excited to be driving beverage sector growth, creating hundreds of local jobs and ensuring that our actions today ensure for a thriving industry tomorrow. Meanwhile, our broad portfolio of more than 40 market-leading brands, from Jim Beam to Hibiki Japanese Whisky and V Energy to Suntory BOSS Coffee, will ignite the category and create more beverage moments from sunrise to sunset and beyond.
The local drinks market is brimming with potential. Changing consumption habits bring new opportunities for growth, particularly in the spirits and pre-mixed Ready-to-Drink (RTD) categories. And the data supports our optimism. Over the last five years the RTD category has exploded, growing at twice the rate of the total alc category and five times the rate of beer*. Furthermore, Australia’s RTD market is one of the most advanced in the world, and Suntory is proud to be a frontrunner when it comes to innovating the category. We have continued to push boundaries with leading brands including -196 (Minus 196), Canadian Club and Jim Beam, enabling us to meet consumers’ changing tastes and preferences.
In 2025 we will support the growth of the RTD market locally through our new $400 million carbon neutral manufacturing and distribution facility in Queensland. This local production and storage capability will ensure that we meet the increasing demand for new and adventurous beverages. Working alongside our production sites in New Zealand, North America, Europe, and Japan, the facility will produce more than 20 million cases a year, with the capacity to scale significantly into the future. Importantly, the site will set a new benchmark for the sector through our investment in sustainable technologies, including 14 kilometres of solar panels, a biomass boiler to generate heat through sawmill offcuts, and an Organic Rankine Cycle Generator that captures waste heat and converts it into green energy – all of which will drive efficiency and minimise our carbon footprint. Meanwhile our passion to protect water will be embedded locally through new collaborations with community groups and local experts, enabling us to replenish the water used onsite.
As our business grows, we remain steadfast in our commitment to Growing for Good. In alignment with this philosophy, we will amplify our focus on responsible alcohol consumption and ensure we lead by example. As a proud Category One member of the Drinks Association, we will play a meaningful role in the industry’s efforts to combat harmful drinking and drive positive behavioural change. We recognise impactful change requires industry collaboration, leveraging our combined resources and expertise, and collectively championing initiatives that promote moderation and responsible consumption.
Of course, none of this is possible without a talented team. In 2024 we have welcomed some awesome people to the Suntory Oceania organisation, all with impressive and varied industry experience. Together, we are continuing to build a diverse, best-in-class team with passion and drive and look forward to welcoming many more as we continue to recruit for new roles.
We are also considering how best we can foster diversity, equity, and inclusion within our team. We know our unique position provides us the opportunity to bolster female participation in the drinks industry – and we are particularly focused on increasing gender diversity through new job-sharing initiatives and incentives, and targeted recruitment of underrepresented individuals at various stages of their career. By bringing a diverse group of talented individuals on board, we aim to create a more inclusive and dynamic work environment, attract a new wave of talent, and offer more cross-functional career development opportunities.
Our vision for 2025 is rooted in optimism, strategic investment, and a steadfast commitment to responsible practices. As we navigate the dynamic market landscape, we aim to set benchmarks in innovation, sustainability, and inclusivity. By investing in cutting-edge technologies, fostering diverse talent, and championing responsible consumption, our aim is to contribute positively to the drinks industry. Our strategic initiatives and collaborative efforts are designed to drive growth while inspiring positive change across the sector. Together, we strive to create a vibrant and sustainable industry, ensuring that our progress benefits all stakeholders and sets new standards for excellence.”
* Circana Liquor market read | Cal Yrs 2018 -2023 | 5yr value CAGR
//
This article was written by Mark Hill and Gordon Treanor for Drinks Guide 2025, which was distributed nationwide in December and can be viewed digitally here. If you did not receive a physically copy and would like to be added to the Drinks Trade/Guide magazine mailing list, get in touch with the team now.
Share the content
