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‘Gen Z isn’t drinking less, it’s just a smaller generation’ – Suntory Global Spirits CEO Greg Hughes speaks exclusively to Global Drinks Intel

Jessica Broadbent
Last updated: 05/03/2026 at 5:06 PM
By Jessica Broadbent
13 February 2026
19 Min Read

‘The number one driver of beverage alcohol consumption is disposable income, and we’ve seen a contraction there.’


Suntory Global Spirits portfolio

Earlier today, Jim Beam owner Suntory Global Spirits posted a 1.4% dip in sales from 2025. Shortly afterwards, CEO Greg Hughes talked Global Drinks Intel deputy editor Jessica Broadbent through the full-year performance.

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Earlier today, Jim Beam owner Suntory Global Spirits posted a 1.4% dip in sales from the 12 months of 2025. When adjusted for currency impacts, however, Suntory, the spirits arm of Japanese group Suntory Holdings, said its full-year sales lie closer to low-single-digit growth. This result, CEO Greg Hughes (below) tells Global Drinks Intel deputy editor Jessica Broadbent, reflects a "strong performance in a tough operating context".Did Suntory Global Spirits perform as you anticipated last year?Overall, ‘a strong performance in a tough operating context’ would be how I'd put it. We ende

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  • AB InBev
  • Bacardi
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  • Moët Hennessy
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  • Proximo Spirits
  • Suntory Global Spirits
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TAGGED:Suntory 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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