Suntory’s Desperate Race Against Trade War Tariffs Threatening Global Empire
How Suntory Battles U.S. Tariffs to Safeguard Its Worldwide Beverage Dominance Suntory, the iconic Japanese beverage powerhouse, is scrambling to overhaul its global marketing strategy as escalating trade tensions, particularly from newly imposed U.S. tariffs, loom large over its international operations. With a potential trade war on the horizon, the company’s newly minted president, Nobuhiro Torii, is spearheading an urgent shift toward localized production and sales to shield its diverse portfolio of spirits, soft drinks, and coffee products from crippling excise duties. This strategic pivot comes at a pivotal moment as U.S. President Donald Trump’s administration rolls out a sweeping 24% tariff on Japanese goods, a move that could upend Suntory’s carefully cultivated global footprint. Torii, the great-grandson of the company’s founder, is betting on a “produce locally, sell locally” mantra to navigate these turbulent waters, ensuring that premium spirits like aged Japanese whis...