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 recognized an opportunity to enhance the distribution capabilities in its cordials and tequila spirits. It sought a way to profitably grow its brands and secure a competitive advantage. It also wanted to capitalize on consumer and demographic differences to develop a tailored growth strategy for its brands.
To this end, it engaged Axia Ltd., a strategy consulting service provider subsequently acquired by Accenture to identify and implement opportunities to profitably increase distribution of its cordials and tequila brands, both on and off premise.