Four months after launching its multi-beverage business in Australia, Suntory Oceania has set the tone for what’s next with RITUALS – a first-of-its-kind immersive event from the Japanese drinks giant.
Held in Sydney’s iconic Carriageworks, RITUALS brought together 200 of industry leaders for an exclusive experience blending strategic insights with hands-on brand experiences, showing how Suntory’s 40-strong portfolio can elevate everyday moments, from sunrise to sunset and beyond.
At the heart of RITUALS was a powerful idea: when brands become part of life’s everyday moments, they are elevated and integrated into consumers’ lives. The program featured futurist Bernard Salt, alongside Suntory’s international and local experts, exploring the future of beverages through the lens of brand building, innovation, and sustainability, and offering immersive tasting experiences from Shinji Fukuyo, House of Suntory’s fifth generation Chief Blender, and Dr. Blake Layfield, Master Distiller, Maker’s Mark.
Crafting rituals
One beverage ritual making waves globally is the Highball – a simple, refreshing serve of whisky, soda water, and ice. Crisp, light, and perfect with food, this ritual has deep roots in Japan, where Suntory pioneered highball culture decades ago.
“Highballs are a perfect example of how a simple ritual can become a global movement,” says Jing Mertoglu, Suntory Global Spirits’ VP of Insights. “What started in Japan as has evolved into a trend that resonates with today’s drinkers – light, versatile, and social. It shows the power of global rituals to shape how people connect with brands and experiences.”
From Japan’s iconic Highball to the bold innovation of Suntory -196 RTDs, these brands are redefining how people experience beverages globally, and the Highball is a serve that feels perfectly aligned with Australia’s vibrant food and drink culture – hinting at exciting possibilities ahead.
Momentum Across the Region
Following on from the Australian launch in July, Suntory Oceania’s multi-beverage operations will go live in New Zealand on 1 January 2026.
Building on its 125-year-old legacy, Suntory Oceania is disrupting the market as the region’s newest player, drawing on its impressive portfolio from Australia, New Zealand, North America, Europe and Japan.
2025 has been a landmark year for us as our multi-beverage business comes to life across Oceania,” says Mark Hill, MD, Suntory Global Spirits Oceania.
“We’ve found new ways to show our bold intentions for the market. – from the immersive hospitality of Suntory Bar at Prefecture 48 to the advocacy community of Club Suntory, which empowers bartenders and industry leaders through education and connection.
“Add to that Jim Beam’s exciting global partnership with the Cadillac Formula 1® Team, and we’re building a platform to inspire long-term growth in Oceania.”