SUNTORY GLOBAL SPIRITS CELEBRATES BOURBON HERITAGE MONTH

September marks Bourbon Heritage Month, a celebration of the people and craftsmanship shaping American whiskey. Suntory Global Spirits, steward of iconic brands Jim Beam and Maker’s Mark, honours bourbon’s legacy while embracing innovation. From small batch pioneers to modern flavour explorations, the company champions tradition and progress for future generations.

September is Bourbon Heritage Month, a time dedicated to recognising the heritage, ingenuity and craftsmanship that have defined American whiskey for centuries. For Suntory Global Spirits, the occasion is more than a commemoration; it is a reaffirmation of its role as custodian of some of the world’s most iconic bourbon brands, including Jim Beam and Maker’s Mark. These names embody a deep respect for tradition while embracing the spirit of innovation that keeps bourbon relevant in a changing world.  

The company acknowledges that today’s consumers are exploring new flavours, formats and occasions for enjoying spirits. This evolution presents both a challenge and an opportunity. The task, as Suntory sees it, is to remain faithful to the qualities that make its brands distinctive, while continuing to innovate in ways that resonate with contemporary audiences. That balance between heritage and progress is at the heart of bourbon’s enduring appeal.  

The history of bourbon is filled with figures who exemplified this challenger spirit. Bill and Margie Samuels reimagined what bourbon could be when they created Maker’s Mark, crafting a smoother, more approachable style that stood apart from convention. Booker Noe, meanwhile, helped to establish the small batch bourbon movement, proving that innovation could coexist with respect for tradition. Their contributions remind us that bourbon has always been about pushing boundaries while honouring its roots.  

For Suntory Global Spirits, heritage provides a strong foundation, but the company’s gaze is firmly fixed on the future. The leadership speaks of excitement for what lies ahead, with a commitment to building on the legacy of bourbon while exploring new possibilities. This forward-looking approach ensures that American whiskey will continue to inspire and engage generations to come.  

As Bourbon Heritage Month unfolds, Suntory Global Spirits invites enthusiasts to celebrate not only the past achievements of bourbon but also the promise of its future. With Jim Beam and Maker’s Mark at the forefront, the company embodies the dual spirit of tradition and innovation, ensuring that the story of bourbon remains vibrant, relevant and ever-evolving.