Beam Suntory’s New Strategy is to “Yatte Minahare”

Dear Client:Since the company began its innovation strategy in 2009, Beam Inc. (now Beam Suntory) has garnered a reputation for innovation in both brand development and the marketing of those brands. Thus far, the strategy has paid off. Recall, Beam's North American sales reached heights of 7% growth in fiscal 2012 while power brands (Jim Beam, Maker's Mark, Sauza, Pinnacle vodka, Courvoisier etc.) grew 10% worldwide. The company owes many of its recent marketing successes to the implementation of six