Innovation | Branding | Design

BEAM SUNTORY

Tapping barrels of innovation
BEAM SUNTORY

How to shake up the spirits category? 28 new
product innovations. corner-left-box

From initial idea to first pour

From bourbon to rum to tequila to wine—and a few cordials, whiskeys and vodkas in between—we helped Beam Suntory build a portfolio of product innovations to be proud of. Massive in number and mighty in profit, we delivered inspired innovations that hit the shelf and made a statement.

Hosting innovation workshops that spanned the US, Caribbean, Mexico and Europe, we hit the ground running. We went there, saw the processes, felt the passion, learned the business and drank it all in. We partnered with R&D, bartenders, distillers and consumers. We gathered insights, trends and all kinds of insider intel to inform our ideas and strategic master plan to fill an innovation pipeline and product portfolio for years to come. Not only did we develop the ideas, we commercialized them, owning everything from nomenclature and positioning to packaging and in-store materials.

Play Video
Stealing share
Of all super-premium bourbon cases sold in 2015, Beam claimed50%
“

LPK has learned our business and they’re as passionate about it as we are, but they also bring a great outside perspective.

MARY KAY BOLLES

VP, GLOBAL R&D AND INNOVATION, BEAM SUNTORY

$3.1 billion
in revenue center-left-box

Volume for US whiskey—which
includes bourbon, Tennessee,
and rye—jumped 6.8%, with
revenue up 7.7% to $3.1 billion.
“

In the course of about a year, Beam Global has gone from the least innovative company in the industry to arguably the most.

CHUCK COWDERY

BOURBON CRITIC

A brand & innovation consultancy
Work with us
Josh Bokelman
josh.bokelman@lpk.com
+1 513 241 6401
© 2023 LPK, Inc. Global Brand Design Agency
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