Beam Suntory to invest over $1 billion in ‘Proof Positive’ sustainability strategy

By Luke Barras-hill |

Beam Suntory is investing more than $1 billion to positively impact the environment, consumers and communities. Pictured is Suntory World Whisky ‘Ao’, launched in GTR last year.

Premium spirits company Beam Suntory has outlined a series of goals feeding into a new corporate-wide sustainability drive.

Beam Suntory, which counts Jim Beam and Yamazaki among its portfolio, has pledged by 2030 to reduce its water usage per unit of production by 50%, slash greenhouse gas emissions across direct operations by 50%, turn to 100% recyclable packaging and 40% recycled materials and plant 500,000 trees annually.

The new ‘Proof Positive’ strategy will also plough $500 million into engaging more than 300 million consumers with messages and tools to promote responsible drinking.

This includes developing awareness of low- or no-ABV products in key categories such as whiskey, tequila, gin, vodka and ready-to-drink by 2030.

Beam Suntory CEO Albert Baladi

Albert Baladi, President & CEO, Beam Suntory.


As part of an investment exceeding $1 billion, Beam Suntory is seeking to foster more inclusivity within its business by working to increase gender, racial and ethnic representation.

By 2030, the company is aiming for 50% of women to be in leadership positions globally and 45% racially and ethnically diverse workforce representation in the US.

By 2040, Beam Suntory is aiming to remove more carbon than is emitted across the entire value chain and replenish more than what is used in direct operations to water sources, shared with local communities and nature.

Albert Baladi, President & CEO, Beam Suntory said: “Making a positive impact on the planet, consumers and communities isn’t just the right thing to do – it’s a must-do for the sustainability of our business and humanity.

“Proof Positive is inspired by Suntory’s vision of Growing for Good and represents a step change in our sustainability ambitions. Our quality products start with the blessings of nature, and we’re determined to give back to nature more than we use.

“We’re fundamentally committed to reducing harmful drinking, and we’ll increase investment to support consumers in making responsible choices.

“We’ll use our platform to advance diversity, equity and inclusion, and leave a lasting legacy for our teams, community and our industry. Proof Positive is a critical roadmap towards 2030, 2040, and beyond for how we will positively impact the environment, our consumers and our communities.”



TR Sustainability Week: Influential speakers revealed

TRBusiness is delighted to announce details of the speakers appearing at the third edition of...


Arrivals duty free campaign shoots up political ladder with Parliament debate

All-Party Parliamentary Group (APPG) for The Future of Aviation Chairman MP Henry Smith made an...


Nuxe extends anti-ageing portfolio with new Super Serum [10] Eyes

Natural-origin skincare brand Nuxe has unveiled a new anti-ageing product. Super Serum [10] Eyes...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend