Suntory Global Spirits’ approach to premium growth: A conversation with Ashish Sagar

Suntory Global Spirits is accelerating its presence in travel retail by harmonizing global operations, creating premium experiences and leveraging exclusive products to attract the next generation of travelers. Global Travel Retail Magazine recently spoke with Ashish Sagar, Commercial Excellence and Revenue Growth Management (RGM) Director of Global Travel Retail at Suntory Global Spirits, about the company’s global ambitions, innovative activations and market-specific strategies.

Harmonizing growth

Sagar, who previously led Suntory’s Asia and Middle East/Africa travel retail businesses, now heads the Commercial Center of Excellence, a travel retail-specific initiative established three years ago to harmonize processes, establish best practices and build commercial capability worldwide.

 “Things don’t work the same way everywhere in the world, which makes it quite difficult to standardize,” he explains. “We are looking to harmonize our approach across regions and establish best practices through automation, planning tools, systems and processes, and commercial capability building.”

The center also oversees revenue growth management, focusing on trade promotion optimization, investment effectiveness and customer engagement to ensure sustainable, profitable results. Sagar’s team evaluates the shopper perspective as well by ensuring ease of shopping, consistent execution and effective engagement with more than 200 brand ambassadors around the globe.

Travel retail remains a high-growth channel, particularly in emerging markets. “India is significant, with shoppers driving growth domestically and across the Gulf and Southeast Asia,” Sagar notes. “Vietnam is one of the fastest-growing nationalities, and we are seeing momentum in South America as well.” 

The company’s recent rebrand from Beam Suntory to Suntory Global Spirits further reinforces its global ambitions. “The feedback has been very positive,” Sagar says. “It communicates the full strength of our portfolio.”

Cultural resonance

Travel retail is Suntory’s most premium channel, with execution setting it apart from domestic markets. “We focus on retail theatre, activations and marketing programs to elevate the shopping experience,” Sagar says.

Sagar highlights the upcoming Hibiki Master Select Lunar New Year pack, Suntory’s first Japanese festive travel retail-exclusive. “The packaging is phenomenal and reflects our commitment to sustainable cultural relevance,” Sagar notes, adding that its limited-edition status, short availability window and unique design make it stand out.

Another recent launch is Toki Black, a smoky limited edition version of Toki, Suntory’s popular blended Japanese whiskey that has seen high double-digit growth since its debut. “Toki Black is a smoky version, and serves as the first innovation under the Toki line,” Sagar explains. "Tastings have been outstanding so far." Set for a Q4 release during the holidays, it will be available across major airports around the world.

Suntory also drives premiumization through rare craftsmanship, allowing consumers to enjoy the high quality products they are willing to pay for to gain an elevated experience. As one example, Sagar points to Mizunara oak. “Mizunara is a Japanese oak, which is a difficult wood to work with and therefore rare,” he explains. “Creating whiskey in Mizunara casks is a mark of craftsmanship, which is at the heart of Suntory Monozokuri culture. It adds spiciness and a distinct flavor profile.”

Future-focused

Digital engagement is a core part of Suntory’s travel retail strategy. Around 60% of travelers now make purchase decisions before entering a store, Sagar notes. Pre-store digital tools allow Suntory to reach consumers early, keep them informed, and drive footfall. AI and integrated platforms complement human creativity by analyzing behavior, validating concepts and optimizing execution. “Human creativity remains central, while technology helps us amplify impact more efficiently,” Sagar shares.

Sustainability is embedded across Suntory’s operations. Initiatives include water conservation, recyclable packaging, and B Corp-certified brands such as Maker’s Mark and Sipsmith. “We use recyclable and modular materials to reduce waste, and we integrate sustainability into all communications with consumers, retailers and airport partners,” Sagar says.

These efforts are also aimed at engaging the next generation of travelers. “They look for sustainability, savings and experience-based shopping,” he explains. “They are more conscious of social responsibility and local sourcing. They have very different expectations.”

“Sustainability is ingrained in our philosophy,” Sagar concludes. “It comes from Suntory’s belief in giving back to society.”

Looking ahead, Suntory Global Spirits plans to continue blending heritage and innovation to strengthen its travel retail presence. By combining premium, culturally relevant products with digital engagement, sustainable practices, and tailored experiences, the company aims to meet evolving consumer expectations while driving profitable growth.