With the official launch of Suntory Oceania now in single digit months away (nine to be clear), Suntory has capitalised on this year’s SXSW Sydney to showcase its drinks portfolio and the philosophy that has driven the business for 125 years.
Suntory House – and the -196 Extreme Vending Machine – at SXSW are the latest events leading to the official commissioning of its Swanbank facility in Ipswich, Queensland, the formal merger of Frucor Suntory and Beam Suntory into Suntory Oceania, and the start of alcohol production at the facility. The first non-alcoholic beverage – V Energy – kicked off production in September.
But Suntory House is playing a bigger role in building brand awareness and forging stronger relationships with suppliers and customers. At a time when many large food and beverage companies try to downplay their foreign ownership, Suntory Oceania is set on very much celebrating it.
When the merger was first announced in August 2023, Frucor Suntory ANZ CEO – now Suntory Beverage & Food Oceania CEO – Darren Fullerton told Food & Drink Business, the goal was to “bring the best of Suntory to the region”.
“We talk about it in terms of by coming together we are greater than the sum of our parts. This gives us the opportunity to realise the full potential of our existing brands and categories but to also go beyond it. The technology and innovation that is coming out of Suntory is amazing, and it is our intent to bring that to Oceania,” Fullerton said.
Fourteen months later, Fullerton reiterates the shift from a regional player that was at capacity and under operational pressure to a business that is “a cohesive and integrated part of the global Suntory organisation”.
He said the positioning of Suntory Oceania as very much a part of Suntory rather than being ‘owned’ by it was a conscious one.
“We deliberately made that call out from the very beginning, we are Suntory, and there has been a mental shift for those who have worked at Frucor or Beam for a long time. But Suntory Oceania is a prototype for the company, so that mindset is very deliberate.
“Global CEO, Takeshi Niinami, said this was an opportunity to show what is possible when you bring all of the power of Suntory together and make it a Suntory business. It was something we latched on to.
“Separately, as Frucor Suntory and Beam Suntory, it was difficult to bring the best of Suntory here in their individual component parts. This is a massive shift that enables us to imagine what Suntory can be in this marketplace. We have the portfolios of today and their growth, but this enables us to aim for the bigger opportunities beyond that. We’re looking at a billion dollars of incremental revenue over the next 10 years that we don’t have today,” Fullerton said.
Suntory House at SXSW is one way the company is conveying that philosophy. With five distinct areas showcasing its beverage portfolio, Japan, and craftmanship and introduce core partners to Yatte Minahare, Suntory’s “fearless spirit to dream big”, Fullerton said.
“This spirit defines everything we’re building with the Suntory Oceania partnership. It’s what sets us apart, driving our bold ambitions, fostering innovation, and empowering us to create a company where craftsmanship and sustainability lead the way
“Suntory House is our opportunity to bring customers and industry partners into the heart of what we do. It’s not just about telling our story—it’s about immersing our guests in the Suntory experience, sharing our passion for innovation, and demonstrating firsthand what sets us apart,” he said.
