Marketing and Advertising Strategies: What’s it all About?

Abstract

Suntory was an entirely different animal to Sanraku. Since the 1890s Suntory’s core competence had been alcoholic and non-alcoholic beverages and later foods and some pharmaceuticals. The company is owned by the Torii family who established their winery in 1899. Suntory built Japan’s first whisky distillery in 1923 and is considered Japan’s finest whisky producer. In 1963, although Suntory entered the beer brewing industry as a latecomer, initially producing a draught beer in 1967, the company quickly became recognized as a major contender in the competitive beer market. Suntory also has a line of non-alcoholic beverages. In 1984 it engaged in a third-party venture with the premium ice cream producer Häagan-Dazs, one of its numerous joint ventures with foreign producers in the food and beverage industry. In 1985 Suntory entered a partnership with Château Lafite Rothschild and also purchased Château Lagrange and over 50 percent of Château Beychevelle. Suntory Vineyards and research center are located in Yamanashi Prefecture where the other large Japanese wine producers’ vineyards are located. Suntory’s wine is said to be made from their domestically cultivated grapes.