Responsible Marketing

Beam Suntory maintains a leadership role with its rigorous standards for responsible marketing practice and conduct. We strive to always encourage responsible alcohol consumption in the way we present our company, our brands and our products.

Our Efforts

  1. Beam Suntory is built on a strong foundation of high standards. With this in mind, we developed the Beam Suntory Marketing Code of Practice (the “Code”) to demonstrate our commitment to the responsible advertising and marketing of our brands.
  2. Compliance with the Code is mandatory for the Beam Suntory employees, brands and partners. The Code reflects our commitment to conducting business the right way – the Beam Suntory Way.
  3. We adhere to all industry codes and in certain instances have adopted a higher standard than our industry competitors:

For example, in compliance with Beam Suntory Voluntary Principles, advertising and marketing materials in the U.S. will only be placed in broadcast, cable, radio, print, and internet/digital communications where at least 75% of the audience is reasonably expected to be above the legal purchase age (LPA), versus an industry standard of 71.6%. We additionally ensure on an annual, calendar year basis a minimum aggregate average of 85% of all impressions delivered to LPA adults for each advertised brand and in each of the aforesaid media categories.