Suntory’s Brand-First Transformation: John Alvarado On Modernizing Spirits Marketing

In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter are joined by John Alvarado, U.S. Chief Brand Officer at Suntory Global Spirits. As more companies replace traditional CMO roles with Chief Brand Officers, John explains why brand-building—not just marketing—is central to growth, especially in a category steeped in heritage and ritual.

From transforming Jim Beam’s go-to-market strategy to embracing Gen Z’s flavor-first preferences, John shares how Suntory is putting the consumer at the center of everything—from digital upskilling to cultural collabs. Plus, a personal story about bravery that’s both touching and cinematic.

Key Takeaways:

Why Brand Still Wins

In an age of economic uncertainty, Suntory is doubling down on brand equity rather than discounting. John shares how this conviction is fueling consumer love and long-term loyalty.

Upskilling with Purpose

From media to marketing, Suntory’s teams are evolving into digital generalists. John reveals how a “fail forward” culture and clear alignment have made upskilling more than a box-checking exercise.

Flavors, Funnels, and the Future of Spirits

With Gen Z entering the category, Suntory is leaning into bold flavors, limited-time offerings, and full-funnel marketing. Learn how launches like Jim Beam Pineapple reflect a new generation’s preferences and pace.

👉 Tune in to learn how one of the world’s most iconic spirits portfolios is embracing modern marketing while honoring what made its brands iconic in the first place.

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