Suntory

Suntory’s founder and the Father of Japanese Whisky, Shinjiro Torii, challenged the belief that whisky could not be made in Japan. Despite doubts and opposition, he never gave up on his dream of creating a whisky culture for Japan.

Rather than just importing the culture of Western liquors, he tirelessly pursued a uniquely Japanese whisky—experimenting repeatedly to craft flavors that suited Japanese tastes and culture.

The road wasn’t easy. Suntory’s first release, Suntory Shirofuda (White Label), was too smoky to win over drinkers. But those early setbacks strengthened the craft, leading to the breakthrough Kakubin in 1937—a whisky shaped by Japanese nature, technique, and respect for flavor. Its success marked a taste Japan would come to love. Since then, Suntory has continued to innovate—introducing new ways to enjoy whisky, including helping popularize the highball—and earning recognition with award-winning whiskies.

Today, driven by the “Yatte Minahare” spirit of bold challenge and a dedication to continual innovation, Suntory continues shaping the next century of whisky.

Everything tastes better with meaning behind it.

Club Suntory programs, run in Oceania, is where bartenders find inspiration. It’s not about rivals—it’s about discovering peers and mentors. Through programs tailored to the Oceania region, Club Suntory Oceania connects bar professionals from all backgrounds, offering the knowledge, skills, and inspiration to elevate their craft.

It’s more than a training program—it’s a movement that drives innovation, raises standards, and strengthens the bartending community. From exploring new drink strategies to reimagining classic cocktails and deepening understanding of Suntory’s distilleries, we empower bartenders to grow together.

This commitment is part of a longstanding effort across the entire Suntory Group. Club Suntory itself was founded 40 years ago, and our support for bartenders dates back even further—beginning with Japan’s first cocktail competition in 1931, which continues today as the Suntory Bartender Award.

Every drink tastes better when craft and community come together.

Our journey has never been about taking the easy path.

From the early days of crafting Japanese whisky when many said it couldn’t be done, to entering a beer market dominated by giants, Suntory has always embraced challenges with humility and determination.

Guided by our founding spirit of Yatte Minahare, we learned from setbacks, celebrated progress and pushed forward. That perseverance led to milestones like The Premium Malt’s, perfected after more than a decade of development — a testament to our belief that true success comes from patience and passion.

Yet, we know our work is never finished. We continue to refine, innovate, and expand globally, always striving to bring joy and inspire life through exceptional drinking experiences. Because for us, the journey matters as much as the destination.

Learn about our journey here: https://www.suntory.com/stories/taking-on-the-beer-business-and-taking-off.html


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