Suntory has showcased its legacy of craftsmanship and innovation as it has prepared to launch the $3B multi-beverage partnership.
Following its overwhelming success in 2023, the -196 Extreme Vending Machine returned to SXSW bigger and better than ever. This year, it also marked the debut of Suntory House at SXSW Sydney, a fully immersive experience that dove deep into the global drinks giant's 125-year legacy and bold ambitions.
This exclusive experience has left a lasting impression, offering partners a glimpse into the company's philosophy and history through its bold future in Australia and New Zealand. The new $3 billion partnership is set to launch in mid-2025.
Surrounded by five unique, pioneering spaces, guests will enjoy Suntory’s premium portfolio of beverages against exotic backdrops, including the neon-lit streets of Tokyo, traditional Japanese architecture, and a digital garden.
“Suntory House offers a rare opportunity to share our story, showcase our dedication to craftsmanship and introduce our core partners to Yatte Minahare — Suntory’s fearless spirit to dream big," said Darren Fullerton, CEO of Suntory Beverage and Food Oceania.
"This spirit defines everything we’re building with the Suntory Oceania partnership. It sets us apart, driving our bold ambitions, fostering innovation, and empowering us to create a company where craftsmanship and sustainability lead the way.”
Momentum has built for the brand as non-alcohol production officially begins at its new $400 million, carbon-neutral multi-beverage facility in Queensland. This state-of-the-art site will power Suntory’s portfolio of over 40 market-leading brands and unlock full end-to-end ownership of its Oceania supply chain.
“With our end-to-end supply chain, we will have unparalleled opportunities to drive product development and innovative category growth across our multi-beverage portfolio. We’re ready to ignite the ANZ beverage market,” said Managing Director, Suntory Global Spirits Oceania, Mark Hill.
“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."
Over 350 partners in Oceania will be guided through this exclusive event, including the Light Waterfall, which has showcased the company's commitment to sustainability and investment in water conservation.
The Suntory Story has featured the legacy of founder Shinjiro Torii and Suntory Oceania’s ambitions for the region as it continues to Grow for Good. There is also a vibrant streetscape featuring Suntory’s innovation behind Ready to Drink alcohol and non-alcoholic beverages, including Canadian Club, Jim Beam, -196, V Energy, and Suntory BOSS Coffee.
The Founders Way is an intimate bar setting that showcases the legacy and history behind the expansive full-bottle spirits portfolio. The Suntory Bar is a bespoke experience with Suntory cocktails expertly paired with a Japanese omakase-style menu.
To bring to life the region’s fourth largest beverage player from 2025, Suntory has recruited over 400 roles to drive its expanding supply chain and RTM teams.
