The Story of Suntory and Shinjiro Torii

Shinjiro Torii opened a small Osaka shop in 1899 with the goal of creating Western-style spirits for Japanese tastebuds, building the foundation of a multibillion dollar empire. Before Suntory became one of the most recognizable names in the Japanese spirit world, there was one entrepreneur in Osaka who had the idea to create Western-style alcohol specifically for Japanese tastes. Shinjiro Torii was born in Osaka in 1879 and began working as an apprentice for a pharmaceutical wholesaler that also handled Western wines and liquors. This allowed him to gain insight on drinking culture, leading him to open his own store called Torii Shoten in 1899 at just 20 years old. At Torii Shoten, Torii wanted to do more than just introduce his customers to imported wine. He wanted to make something that was specifically tailored towards his Japanese audience. His first major success came in 1907 with Akadama Port Wine, setting a foundation for the business. Torii wanted to be a risk taker and decided to enter the whiskey business, so he invested in the construction of the Yamazaki Distillery outside Kyoto, which became known today as Japan's first malt whisky distillery. The company officially became Suntory Limited 1963 after Shinjiro Torii’s death in 1962 and his son Keizo Saji took over as president. Saji continued his father’s vision, creating some of the most popular Japanese spirits all over the world. Japanese whiskey began receiving more publicity in the 2000s due to Suntory’s bottles winning awards at global competitions, including a gold medal at the International Spirits Challenge in 2003. Suntory’s demand became so strong that the company announced their heavy investment in its long-term production capacity, which included approximately ¥10 billion in renovations and upgrades to their distilleries. In 2014, Suntory acquired Beam Inc. for approximately $16 billion, adding famous brands such as Jim Beam and Maker’s Mark to its portfolio. Then, one decade later, the business was renamed Suntory Global Spirits, strengthening the Suntory name throughout its international operations. Last year the entire Suntory Group reported approximately ¥3.43 trillion in revenue including liquor taxes, which is equivalent to more than $20 billion at recent exchange rates. Over 125 years after Torii opened his small Osaka shop, his great-grandson Nobuhiro Torii serves as president and CEO of Suntory Holdings, while Torii’s grandson Nobutada Saji remains chairman. Shinjiro Torii’s attempt to create Western-style drinks for Japanese consumers has become one of Japan’s most recognizable global beverage companies, not only helping establish the Japanese whisky industry, but also transforming Japanese whisky into a luxury category sought after around the world.