Following the launch of Suntory Oceania’s multi-beverage business in July 2025, Japanese drinks giant Suntory has brought its ambition to life at RITUALS.
In a global first for Suntory, RITUALS hosted 200 industry leaders for an exclusive curated experience, blending strategic insight with immersive brand storytelling.
At the heart of RITUALS is a powerful idea: when brands become part of life’s everyday moments, they are elevated and integrated into consumers’ lives. Suntory Oceania’s 40 market-leading brands meet those moments with a portfolio to excite consumers from sunrise to sunset.
The program featured futurist Bernard Salt, alongside Suntory’s international and local experts, exploring the future of beverages through the lens of brand building, innovation, and sustainability, and offering immersive tasting experiences from Shinji Fukuyo, House of Suntory’s fifth generation Chief Blender, and Dr. Blake Layfield, Master Distiller, Maker’s Mark.
Suntory Global Spirit Global VP of Insights and Analytics Jing Mertoglu said, “Rituals are more than habits, they’re emotional anchors. In a world of overwhelming choice, rituals allow brands to cut through the noise and find an enduring connection.”
“RITUALS is a global first for Suntory – a powerful way to demonstrate how we build brands that leave a lasting impact,” said Brad Erceg, Chief Commercial Officer. “In a region as diverse and dynamic as Oceania, rituals drive relevance and meaningful category growth.”
Momentum across the region
Almost six months on from the Australian launch, Suntory Oceania’s multi-beverage operations will go live in New Zealand on 1 January 2026.
Building on its 125-year-old legacy, Suntory Oceania is disrupting the market as the region’s newest player, drawing on its impressive portfolio from Australia, New Zealand, North America, Europe and Japan.
“More than ever before, we have the power to fully leverage Suntory’s global network and international capabilities, alongside our own operations,” said Dai Minato, CEO of Suntory Beverage & Food Oceania.
“RITUALS brings together global and local experts to offer an expanded perspective on new, untapped trends and the future of the category. Setting the pace for the future, RITUALS demonstrates our commitment to our consumers, customers and to pioneer new beverage experiences, inspired by innovation and craftsmanship.”
“2025 has been a landmark year for us as our multi-beverage business comes to life across Oceania,” says Mark Hill, MD, Suntory Global Spirits Oceania. “We’ve found new ways to show our bold intentions for the market. – from the immersive hospitality of Suntory Bar at Prefecture 48 to the advocacy community of Club Suntory, which empowers bartenders and industry leaders through education and connection.
“Add to that Jim Beam’s exciting global partnership with the Cadillac Formula 1® Team, and we’re building a platform to inspire long-term growth in Oceania.”
