Sipping: Maker's Mark Event from Suntory Global Spirits

At HSP Brands we've had great success with Maker's Mark campaigns in Arizona. HSP Brands sold over 60 bottles of Maker's Mark Whiskies during a single event at a Safeway in Scottsdale, Arizona. How did we do it?

This event featured a range of exceptional Maker's Mark products along with a visit from the Maker's Mark Brand Ambassador. Along the way customers were treated to store-curated whiskey samples, hand-engraved bottles and tasty treats from Boar's Head. In all an event that shoppers will not soon forget! 🥃

Online event ads brought shoppers to the stores for this fabulous experience. The metrics and ROI were incredible.

As always recurring campaigns lead to recurring customers both physical and online. This is what we do! Cheers.

Suntory Global Spirits USA is a major player in the U.S. spirits market, with a diverse portfolio of both globally recognized and American heritage brands. While Suntory is best known for its Japanese whisky excellence, its U.S. operations also focus on premium American whiskey, bourbon, and tequila through key acquisitions and brand innovations.

Key U.S. Brands in the Suntory Portfolio

🥃 Jim Beam, Maker’s Mark, Knob Creek, Basil Hayden, Booker’s, Baker’s Bourbon, Old Crow and Legent

🍹 Hornitos Tequila, Sauza Tequila

🍸 DeKuyper Liqueurs, RTDs– On The Rocks™, -196 Vodka Seltzer, Jim Beam Highball and others

Suntory’s U.S. Market Strategy

📌 Bourbon & Whiskey Leadership – Through Jim Beam, Maker’s Mark, and Knob Creek, Suntory Global Spirits USA dominates the American whiskey and bourbon market.

📌 Innovation & Cross-Cultural Blending – With products like Legent Bourbon, Suntory blends Japanese precision with Kentucky craftsmanship to appeal to evolving consumer palates.

📌 Tequila Market Growth – The Hornitos and Sauza brands position Suntory strongly in the growing tequila category, particularly in the U.S. where demand continues to rise.

📌 Premiumization Trend – As consumers shift towards high-end spirits, brands like Basil Hayden and Booker’s cater to premium whiskey connoisseurs.

📌 Cocktail Culture Influence –  The DeKuyper line and premium spirits brands allow Suntory to play a major role in the expanding craft cocktail movement across bars and home mixologists.

📌 And about those​ RTDs - Suntory has made significant strides in the Ready-to-Drink (RTD) market, offering a diverse range of innovative products that cater to evolving consumer preferences. These include On The Rocks™, -196 Vodka Seltzer, Jim Beam Highball and others.

Final Thoughts

Suntory Global Spirits USA combines heritage, craftsmanship, and innovation to remain a dominant force in the American spirits market. With a strong bourbon portfolio, growing tequila presence, and a focus on premiumization, the company continues to shape the future of spirits in the U.S.

We at HSP Brands value our partnership with Suntory Global Spirits and cannot wait to see what we can do with these brands in the future!