BRAVE COMMERCE: Suntory’s Brand-First Transformation

Guest: John Alvarado, US Chief Brand Officer, Suntory Global Spirits

Release Date: August 19, 2025
Hosts: Rachel Tipograph (Founder & CEO, MikMak), Sarah Hofstetter (Chairwoman, Profitero)

Episode Overview

This episode explores the evolving role of the Chief Brand Officer (CBO), particularly within the spirits industry, through the lens of John Alvarado’s experience at Suntory Global Spirits. The discussion delves into Suntory’s consumer-centric brand transformation, talent upskilling, digital acceleration, the methodology for launching new products, and the shifting expectations of Gen Z consumers. The episode is rich with practical insights, contemporary challenges, and the personal leadership philosophy driving Suntory’s modernization.

Main Themes & Key Discussion Points

1. The Emergence of the Chief Brand Officer

• Distinction Between CBO, CMO, and CGO:
  • The hosts discuss the rise of the CBO title, especially in industries where brand image supersedes sales mechanics.
  • Rachel highlights the spirits industry’s unique challenges with the three-tier system and why brand transcends traditional sales channels ([03:14]).
  • Sarah notes that whilst the spirits category isn’t challenged by private label products, continued premiumization requires focus on brand strength ([03:48]).
  • Quote:
    “It starts with our vision, which is Suntory Global Spirits’ vision is to become the most admired spirits company in the world. And core to that is building from our current portfolio of iconic brands ... into even stronger brands that consumers seek out and love.”
    — John Alvarado ([05:52])

2. Brand-First Philosophy Amid Economic Pressure

• Doubling Down on Brand Over Value Play:
  • While many brands “cheapen” their image in times of economic pressure, Suntory invests in meaningful, experience-based brand building.
  • John emphasizes consumer needs for products that create value through fresh, celebratory experiences, referencing their diverse portfolio ([08:00]).
  • Quote:
    “Consumers continue to seek brands that deliver experiences and meet their needs.”
    — John Alvarado ([08:13])

3. Transformation and Talent Upskilling

• Consumer-Centric and Digital-Forward Marketing:
  • Suntory’s transformation is anchored in making marketing and brand teams “digital generalists” capable across platforms and data analytics ([09:17]).
  • The media team is now a “consumer connections” team—full-funnel, omnichannel, and reflective of real consumer behavior.
  • Significant investment in training: data analytics, emerging platforms, omnichannel strategy, and cultivating a “fail forward” culture.
  • Quote:
    “We’ve invested significantly in upskilling them through comprehensive training programs... and making sure our culture enables them to bring forward bold thinking, innovation, as well as being in an always learning mindset.”
    — John Alvarado ([09:54])

4. Fail Forward: Learning Through Experimentation

• Practical Example – Jim Beam Digital Acceleration:
  • Suntory accelerated digital efforts for Jim Beam, learning from both successes and failures.
  • Leveraged NFL Kickoff with the Kansas City Chiefs (team sponsorship) to double down on eCommerce and the lower consumer funnel, seeing strong results ([13:12]).
  • Quote:
    “We leaned in from a digital perspective, including through eCommerce ... and what we saw was outstanding results—strong purchases on third party platforms up almost double digits.”
    — John Alvarado ([13:30])

5. Organizational Buy-In and Sustained Change

• Moving Beyond “John Said So”:
  • Success requires clear vision, scaffolding (resources and systems), and cross-functional collaboration, not executive fiat ([15:04]).
  • Maintains that consistent communication and unified goals drive engagement across marketing, sales, and other teams.
  • Metrics of Success:
    • Jim Beam outperforming its category for over 20 months
    • Maker’s Mark strong growth and brand health
    • Launch of new, consumer-focused products like Jim Beam Pineapple ([15:58])

6. Innovation Pipeline: Product Launching for New Consumers

• Jim Beam Pineapple & Gen Z Insights:
  • Product was four years in development; yet, Gen Z’s preferences have rapidly evolved.
  • Gen Z seeks experience-led brands and occasion-driven consumption; flavor innovation and variety are crucial.
  • Suntory responds by offering innovative spirits, limited editions, and RTD (ready-to-drink) products to resonate with evolving tastes ([18:07]).
  • Quote:
    “Gen Z ... are seeking intentional and experience-led brands ... They look for brands that represent or align with their values.”
    — John Alvarado ([18:13])

7. Personal Leadership: Bravery in Action

• Bravest Recent Action:
  • During the early phase of COVID, John travelled cross-country with his elderly parents on Amtrak, navigating health risks and role reversals.
  • Quote:
    "It was a role reversal where I was the parent and they were the kids. Taught me a lot about parent and children relationships, but also the challenge of keeping adults in line ... during a really challenging time."
    — John Alvarado ([20:38])

Notable Quotes & Moments (with Timestamps)

• On the Chief Brand Officer Title:
  "It's all about making the consumer realize that story in the bottle." — Rachel Tipograph ([03:14])
• On Consumer-Centric Change:
  “I’m in the progress of transforming our marketing to be more consumer centric as well as be more digital forward ... to proactively meet the needs of today's consumers and offer them experiences they have not had with our brands in the past.” — John Alvarado ([09:17])
• On Cross-Functional Alignment:
  “Through strong collaboration, communication with all of our cross functional partners, that's how we've been able to move in the right direction, fully aligned, and it is translating into some early results and some early wins.” — John Alvarado ([15:04])
• On Gen Z and Flavor Innovation:
  "Flavor plays a role in how Gen Z makes choices ... Variety and having choice is something that Gen Z consumers navigate the industry as well." — John Alvarado ([18:13])

Timestamps for Key Segments

• 02:24 — Rise of the Chief Brand Officer & spirits industry context
• 05:52 — John Alvarado explains title and Suntory’s vision
• 08:00 — Brand-building vs value play in times of consumer pressure
• 09:17 — Suntory’s consumer-centric & digital transformation
• 12:24 — “Fail forward” example with Jim Beam digital and eCommerce
• 15:04 — Organizational buy-in, transformation culture, and cross-team alignment
• 17:45 — Product innovation timeline, Jim Beam Pineapple, and appealing to Gen Z
• 20:38 — John’s personal “bravest thing” story (COVID train journey with parents)

Conclusion / Takeaways

• Brand strength is more critical than ever in the spirits industry, especially as consumer expectations shift and economic pressures mount.
• Upgrading talent for a digital-first world requires not just technical skills but a culture open to experimentation and learning from failure.
• Innovation must keep pace with consumer change, particularly with younger generations that prioritize experience, flavor, and alignment of values.
• Transformation is organizational, not individual, relying on structural support, vision-alignment, and cross-team synergy.

This episode is essential listening for anyone interested in brand strategy, digital transformation, or consumer evolution in the beverage alcohol industry. John Alvarado’s leadership presents a blueprint for how to modernize legacy brands without losing their heritage, while inspiring teams to adapt and thrive in a rapidly changing market.