Suntory Global Spirits, a world leader in premium spirits, has recently announced the launch of its Route-to-Market (RTM) in Singapore, representing the company’s first in-market commercial business in Southeast Asia. An established internal team will be directly responsible for the marketing and sale of the Suntory Global Spirits portfolio in the region, strengthening the company’s global footprint and deepening its relationships in a key market.
This announcement builds on long-term investments in the region, including Suntory Global Spirits’ state-of-the-art Singapore office in Guoco Midtown, which opened in 2023. Ronald Lim will lead the commercial team as Senior Commercial Manager Singapore, spearheading efforts to expand the company’s distribution network, as well as marketing and brand-building.
Masato Hayashi, APAC President of Suntory Global Spirit said, “In recent years, Suntory Global Spirits has enhanced its presence around the world, expanding operations so that consumers are closer to the premium spirits they know and love like House of Suntory’s Japanese whiskies and Jim Beam. Launching our own RTM in Singapore is the natural progression of our growth ambitions, and thanks to our exceptional team in Southeast Asia, there is significant potential to explore in the region.”
The commercial business in Singapore is poised to capture the tremendous opportunities the city-state provides, which has one of the highest growing GDP in the world. Demand for premium brands, combined with Suntory Global Spirits’ direct control of the RTM and on-the-ground team, positions the business for growth.
“Singapore is a vibrant, rapidly developing market and global hub that effectively unlocks potential in the broader Asia-Pacific region,” said Dmitry Khan, Managing Director, Southeast Asia at Suntory Global Spirits. “This RTM will enable us to more effectively serve our customers in Southeast Asia and create incredible experiences for people through our premium brands.”
Strides in operational excellence and global visibility are critical to Suntory Global Spirits’ ambition to become the World’s Most Admired Premium Spirits Company. Through the RTM, the company will streamline relationships with the trade, partners and consumers, including distribution channels, creating new pathways to wholesalers, direct retailers and e-commerce.
Suntory Global Spirits is renown as a world leader in premium spirits which includes whiskies, tequila gin, and RTD cocktails.
