Suntory's Chief Brand Officer John Alvarado Discusses Modernizing Spirits Marketing for Gen Z

What's Happening?

John Alvarado, the U.S. Chief Brand Officer at Suntory Global Spirits, is spearheading a transformation in spirits marketing by focusing on brand-building rather than traditional marketing strategies. This shift is particularly significant in a category known for its heritage and ritual. Alvarado is leading efforts to transform Jim Beam's go-to-market strategy and is embracing Gen Z's preference for flavor-first products. Suntory is prioritizing consumer-centric approaches, including digital upskilling and cultural collaborations, to maintain its iconic status while adapting to modern marketing demands.

Why It's Important?

Suntory's focus on brand equity over discounting is crucial in an era of economic uncertainty, as it aims to foster consumer loyalty and long-term brand love. By evolving its teams into digital generalists and promoting a 'fail forward' culture, Suntory is ensuring its workforce is equipped to handle modern marketing challenges. The introduction of bold flavors and limited-time offerings, such as Jim Beam Pineapple, reflects a strategic move to capture the attention of Gen Z consumers, who are entering the spirits category with distinct preferences.

What's Next?

Suntory is expected to continue its focus on full-funnel marketing strategies and consumer-centric product launches. The company's commitment to digital upskilling and cultural collaborations suggests ongoing efforts to align with contemporary consumer trends. As Gen Z becomes a more significant demographic in the spirits market, Suntory's approach may influence broader industry practices, encouraging other brands to adopt similar strategies to remain competitive.

Beyond the Headlines

The shift from traditional marketing to brand-building highlights a broader trend in the industry where companies are increasingly valuing long-term brand equity over short-term sales tactics. This approach not only strengthens consumer relationships but also positions brands to better withstand economic fluctuations. Suntory's strategy may set a precedent for other heritage brands seeking to modernize while preserving their legacy.