Responsible marketing

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Elevating standards for our marketing and advertising practices

Elevating standards for our marketing and advertising practices

Suntory Global Spirits maintains a leadership role with its rigorous standards for responsible marketing practices and conduct. We strive to encourage responsible alcohol consumption in the way we present our company, our brands, and our products.

Our efforts

Suntory Global Spirits is built on a strong foundation of high standards. With this in mind, we developed the Suntory Global Spirits Marketing Code of Practice (the “Code”) to demonstrate our commitment to the responsible advertising and marketing of our brands.

Hand holding glass of colorful non-alcoholic cocktail over bright pink background.

Compliance with the Code is mandatory for Suntory Global Spirits employees, brands, and partners. The Code reflects our commitment to doing business the right way.

Casual hand resting on glass of non-alcoholic cocktail over light blue background.

We adhere to all industry codes and, in certain instances, have adopted a higher standard than our industry competitors.

4 hands outreached towards the center, each holding different alcoholic beverages over a yellow background.

Our foundation for responsible marketing

Leading our industry Pursuing the highest principles Providing Transparency to Consumers
Smiling young women together.

Leading our industry

For example, in compliance with Suntory Global Spirits Voluntary Principles, advertising and marketing materials in theU.S. will only be placed in broadcast, cable, radio, print, and internet/digital communications where at least 75% of the audience is reasonably expected to be above the legal purchase age (LPA), versus an industry standard of 71.6%. We additionally ensure on an annual, calendar-year basis a minimum aggregate average of 85% of all impressions delivered to LPA adults for each advertised brand and in the previously mentioned media categories.

Hand holding a lowball glass with some brown liquor and ice over a summer marina background.

Pursuing the highest principles

Additionally, the 2023 IARD DGP(International Alliance of Responsible Drinking: Digital Guiding Principles)Audit Results were recently released. This audit reviews owned digital sites for best practice compliance, and we are proud to share that Suntory Global Spirits ranks #3 out of all companies audited and has reached a full compliance rate of 98.4%.

Low angle view of happy friends toasting drinks at a party.

Providing Transparency to Consumers

At Suntory Global Spirits, we believe that moderate and responsible alcohol consumption can be part of a balanced lifestyle.We believe it is important that we provide those adults who choose to drink alcohol with the facts about drinking so that they can make educated decisions.We also believe that drinking is not for everyone.