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On-Premise Recovery Leads Beam Suntory To 12% Growth In First Half

August 16, 2021

Beam Suntory saw sales climb 12% in the first half of 2021, boosted by solid growth for its premium brand stable and the recovery of the on-premise sector. The company logged double-digit sales gains in markets including the United States, Canada, EMEA, Oceania, India, China, Emerging Asia and Global Travel Retail. Its first-half 2021 sales were 8% above the first half of 2019, the comparable pre-pandemic period. According to Impact Databank, Beam Suntory is the third-largest spirits marketer worldwide with volume of approximately 59.3 million cases last year.

Beam Suntory’s North America sales jumped 12% through the first six months versus last year, with the company hailing “a faster-than-anticipated on-premise recovery and double-digit sales growth in the United States.” Among the company’s key premium brands, Maker’s Mark and Basil Hayden Bourbon, Courvoisier Cognac, Hibiki Japanese whisky, Laphroaig and Bowmore single malt Scotch whiskies, Roku gin, and Hornitos Tequila all grew at double-digit rates.

Recent acquisition On The Rocks RTD cocktails expanded fourfold over the six-month period, during which Beam Suntory also announced an alliance with Boston Beer Co. to expand the Sauza brand into additional RTD formats, while extending Boston Beer’s Truly seltzer label into spirits.

Investments in e-commerce have also contributed to recent growth, the company noted, with president and CEO Albert Baladi citing “a focus on premiumizing our business, accelerating key growth platforms, and becoming a truly purpose-driven company” as its vision moving forward. In April, Beam Suntory launched Proof Positive, a new sustainability strategy that will see the company pour more than $1 billion into investments across environmental stewardship, volunteering, and promotion of responsible alcohol consumption.—Daniel Marsteller

Beam Suntory―Key Brands in the U.S.
(thousands of 9-liter case depletions)
Brand Origin/Type 2019 2020 Percent
Jim Beam2 Bourbon 5,729 6,281 9.6%
Maker’s Mark3 Bourbon 1,901 1,988 4.6%
Hornitos Tequila 1,028 1,149 11.8%
Courvoisier Cognac 585 707 20.9%
Knob Creek4 Bourbon 508 520 2.3%
Basil Hayden4 Bourbon 320 393 22.8%
On The Rocks Premixed Cocktail 198 +
Salignac Cognac 169 177 4.7%
Skinnygirl Premixed Cocktail 132 161 21.8%
Total Key Brands 10,372 11,574 11.6%
1 based on unrounded data
2 includes flavors
3 includes Maker’s 46
4 includes rye
Source: IMPACT DATABANK © 2021
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