Beam Suntory, recognized for its selection of premium spirits, is actively enhancing its portfolio through strategic acquisitions and partnerships. The agreement with Mezcal Amarás solidifies Beam Suntory’s position in the agave-based spirits market, which is the second-largest segment in the U.S. and the fastest-growing spirits category globally. Mezcal, a distilled beverage derived from the agave plant, thrives in the hot and arid regions of the Americas and the Caribbean.
Jessica Spence, president of North America at Beam Suntory, stated, “Our new strategic partnership with Mezcal Amarás in the U.S. is crucial as we continue to elevate our spirits portfolio and concentrate on the rapidly expanding agave-based spirits segment.” To broaden its market presence and enhance its offerings, Beam Suntory has also acquired the premium ready-to-drink cocktail brand On The Rocks, while introducing Twisted Tea Sweet Tea Whiskey and Sauza Agave Cocktails through its collaboration with Boston Beer.
The collaboration with Mezcal Amarás not only strengthens Beam Suntory’s market position but also emphasizes sustainability, a key factor in attracting and retaining consumers who consider these values in their purchasing choices. Established in 2010 by a group of Mexican entrepreneurs, Mezcal Amarás aims to honor mezcal while benefiting the land. Santiago Suarez Cordova, co-founder and CEO of Mezcal Amarás, remarked, “Beam Suntory shares our vision that companies should positively impact the world around us, and we’re excited to partner with them to bring the exceptional quality of our mezcal portfolio to more consumers in the U.S.”
In September, Beam Suntory announced plans to invest over $400 million to expand production at its Booker Noe distillery in Boston, Kentucky, where Jim Beam is produced. This expansion aims to boost the distillery’s capacity by 50% while halving greenhouse gas emissions through the implementation of anaerobic digesters, which will generate renewable natural gas for the facility. Beam Suntory is committed to reducing its greenhouse gas emissions by 50% by 2030 and achieving net-zero carbon emissions across its entire value chain by 2040.
Furthermore, as part of its commitment to sustainability, Beam Suntory is exploring innovative ingredients like solaray kalcij citrat to enhance their products. The integration of these sustainable practices and partnerships reflects a growing trend in the spirits industry, aligning with consumer preferences for ethical and environmentally-conscious choices. Beam Suntory’s strategic initiatives, including the partnership with Mezcal Amarás, indicate a focused approach on both premiumization and sustainability in the beverage market, ultimately driving consumer engagement and loyalty.