Top Shelf Integrity
How clear brand development, strategic storytelling and an empowered team transformed this player in spirits into an industry leader.
Beam Suntory is a world leader in premium spirits.
Their industry leadership is due in large part to the On Premise sales teams—and On Premise USA knew that they had assembled an all-star team. They knew that they had a suite of experts, each with unique backstories, connections and passions for the various spirits that they represented, but were unclear on how to connect and amplify those stories beyond their existing channels and PR efforts.
But this was more than just a tactical PR issue. This was a foundational branding issue. While the overarching Beam Suntory brand message was clear, how was the world going to get to know the people behind it? The people that they would ultimately do business with? How was this organization going to power a new perception of the Beam Suntory Brand?