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CLIENT CASE STUDY


Beam Suntory: Revitalizing growth

Redefining cordials into consumer-relevant segments and distinct growth opportunities.

Overview

Beam Suntory is one of the world’s largest premium spirits companies. It was established in 2014 through the merger of a world leader in bourbon and a pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and commitment to sustainable business practices.

The company noticed a decline in the volume and sales of its cordials and liqueurs portfolio. Accenture Strategy helped it redefine its portfolio into consumer-relevant segments and distinct growth opportunities for each brand.

DOWNLOAD BEAM SUNTORY: REVITALIZING GROWTH WITH A CUSTOMER-CENTRIC INSIGHT-BASED STRATEGY [PDF, 429 KB]

“We have a great opportunity to create some tremendous value from this category.”
MATT SHATTOCK
CEO, Beam Suntory

Opportunity

Beam Suntory noticed a decline in the volume and sales of its cordials and liqueurs portfolio. This was of particular concern to the company’s management due to the strategic profit delivery and growth capital that this business provided to the company as a whole. In addition, the availability of alternative flavored spirits such as vodka and rum was diminishing the relevance of cordials in the minds of consumers. To help stabilize its business in the short term and create a platform to reinvigorate its brands and spur growth in the long term, Beam Suntory engaged Axia Ltd., a strategy consulting service provider subsequently acquired by Accenture and hereafter referred to as Accenture Strategy.

Outcomes

As MHI adds new hotels to its portfolio, it can quickly and efficiently integrate the properties into digital channels and marketing campaigns. Its new loyalty program and marketing personalization are driving more direct bookings from a loyal, active customer base. The enhanced digital channel performance is increasing qualified traffic on direct channels and conversion rates. Together, Accenture and MHI are creating a “digital culture” throughout the company that is expected to help drive direct sales through digital channels and maintain and enhance market leadership and growth.