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‘Our goal is to globalise Japanese whisky’ – Suntory Global Spirits CEO Greg Hughes speaks to Global Drinks Intel – Part II

Jessica Broadbent
Last updated: 02/09/2026 at 3:28 PM
By Jessica Broadbent
12 August 2026
10 Min Read

‘Japanese whisky is the hottest whisk(e)y category globally, and one of the hottest beverage alcohol categories,’


Jim Beam bottle

In the second part of Global Drinks Intel’s exclusive interview with the CEO of Suntory Global Spirits, Greg Hughes tells deputy editor Jessica Broadbent about the impact on the company from the Middle East conflict, the current state of play for its scotch whisky operations and the future plans for Suntory’s Japanese whisky portfolio.

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In the second part of Global Drinks Intel's exclusive interview with the CEO of Suntory Global Spirits, Greg Hughes tells deputy editor Jessica Broadbent about the impact on the company of the Middle East conflict, the current state of play for its scotch whisky operations and the future plans for Suntory's Japanese whisky portfolio. Head here for the first part of this interview Europe wasn’t referenced much in Suntory Global Spirits' results commentary. How would you describe business there right now?We're making very strong progress on [market] share in particular in Eur

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  • AB InBev
  • Bacardi
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  • Diageo
  • Moët Hennessy
  • Pernod Ricard
  • Proximo Spirits
  • Suntory Global Spirits
  • William Grant & Sons

TAGGED:SuntorySuntory Global Spirits
Jessica Broadbent
ByJessica Broadbent
Jess joined Global Drinks Intel as deputy editor in January 2026 following a stint as a freelance journalist in Panama. She was previously deputy editor at Just Drinks. She has bylines in other industry titles including The Buyer, Fine Lees and Just Food, and has been a sub-editor at The Daily Mail.
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