Photo/Illutration Takeshi Niinami, president of Suntory Holdings Ltd., during an interview with The Asahi Shimbun in Tokyo on Dec. 16. (Satoshi Shinden)

The president of Suntory Holdings Ltd. outlined the company’s plan to expand its ready-to-drink (RTD) alcohol sales globally during an interview with The Asahi Shimbun on Dec. 16.

“We aim for the gold medal in the RTD market,” Takeshi Niinami said.

Currently ranked third in global market share for RTD products, Suntory is setting its sights on the top spot. 

Canned "chuhai" (shochu-based cocktails) that can be drunk once cracked open are part of this growing market—annual sales increases are averaging more than 10 percent, according to the company.

In 2023, the market size was about 1.4 times larger than in 2020.

Amid growing health consciousness, particularly among younger generations, RTD drinks have gained popularity as low-alcohol and decreased sugar options along with a wide variety of flavors.

Niinami highlighted plans to strengthen sales in the United States, which accounts for about half of the global RTD market.

In January next year, Suntory will launch a U.S.-exclusive canned chuhai line called “Maru-Hi” in California.

Featuring packaging inspired by Tokyo’s neon-lit streets, the product targets young consumers familiar with Japanese culture, such as anime and video games.

Additionally, Suntory’s popular canned chuhai line “-196,” a staple in Japan, will be available at major U.S. supermarkets starting next year. Its sales area is set to expand from the current 34 states to all 50.

The company also plans to expand in Australia and Asia by introducing products tailored to local tastes, with the -196 line as the centerpiece.

In 2030, Suntory aims to triple its global RTD sales to $3 billion (462 billion yen), compared to 2020 levels.

Niinami said that the company can leverage its expertise in flavor development, honed through its soft drink business, for RTD products.

“We can take advantage of our unparalleled strength in combining know-how from both soft drinks and alcoholic beverages,” the president said.

In March, Nobuhiro Torii, a member of Suntory’s founding family and current vice president, will be officially promoted to president.

Niinami will assume the role of chairman with representative authority and continue to oversee the company’s operations alongside Torii.

As Japan faces an inevitable decline in its domestic alcohol and beverage market due to population decline, Suntory is focusing on strengthening its overseas expansion efforts.

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