Suntory, a global leader in spirits and beverages, has announced a strategic shift to bring its operations in-house in Asia, starting with Singapore. This move marks a significant step in Suntory’s plan to expand its presence and increase market control across Southeast Asia.
Strategic Move to Strengthen Market Presence
Starting from this month, Suntory will manage its business operations in Singapore directly rather than relying on third-party distributors. So far, the business was managed by Cooperhouse Asia, a company based in Singapore that specializes in marketing, sales, and distribution services, particularly in the food and beverage and consumer goods sectors.
This decision aims to enhance brand control, improve customer relationships, and adapt more quickly to market demands. Singapore, a key hub in Southeast Asia, was chosen as the first location for this shift due to its strategic importance and robust consumer base.
“We are excited to take this step and manage our operations in-house in Singapore,” said Jessica Spence, President of Suntory Global Spirits. “This move allows us to be closer to our consumers, better understand their needs, and provide more tailored products and experiences. It’s a pivotal moment for Suntory in Asia as we continue to expand our footprint and grow our brands in the region.”
Capitalizing on Market Growth Opportunities
By bringing its operations in-house, Suntory aims to leverage its expertise in brand management and market execution more effectively. The company sees significant growth potential in the Southeast Asian market, where rising disposable incomes and evolving consumer preferences are driving demand for premium spirits.
Suntory’s decision also reflects a broader trend in the industry where major players are seeking more direct control over their distribution networks to better manage their brands and respond swiftly to changing market conditions. The company plans to roll out similar in-house operations across other key markets in Asia in the coming months, further solidifying its commitment to the region. On June 27, Suntory announced the formation of Suntory India Private Limited, with the new company set to begin operations in July
Enhanced Consumer Engagement and Local Adaptation
As Suntory takes charge of its operations in Singapore, the company is expected to introduce a series of marketing campaigns and new product launches tailored specifically to local tastes and preferences. This hands-on approach will enable Suntory to engage more closely with Singaporean consumers and enhance its competitive edge in the dynamic spirits market.
