Read the full interview on Global Drinks Intel.
According to an exclusive interview with Global Drinks Intel, Suntory Global Spirits CEO Greg Hughes reported flat performance for the first half of 2026, navigating a market environment he described as “challenging and unpredictable”. Double-digit gains in India, strength in Japan, and agile global travel retail operations helped balance macroeconomic pressure, inflation, and softer full-bottle demand across North America and developed Europe. Hughes noted that while full-bottle sales remain sluggish, rapidly expanding ready-to-drink (RTD) lines are providing total category growth in developed markets. However, rapid population expansion keeps full-bottle spirits prioritized in developing regions like India.
The interview highlighted key operational and geographic developments shaping the producer’s global portfolio. Addressing US distribution, Hughes confirmed the company was unaffected by Republic National Distributing Co.’s recent bankruptcy, having shifted its open-market distribution to Southern Glazer’s in 2020. He pointed to ongoing convergence across the U.S. market as spirits distributors adapt to the velocity of RTDs. Meanwhile, in India, Suntory’s Indian-Made Foreign Liquor brand Oaksmith continues to see double-digit growth, tracking toward two million cases this year behind strategic commercial fundamentals and sports partnerships.
Ultimately, Hughes remains optimistic about Suntory’s trajectory as it advances toward category leadership in whisk(e)y and RTD products. He explained that while short-term distributor inventory adjustments created headwinds early in the year, those challenges are now largely resolved with wholesaler stocks aligned to real demand. Expressing confidence in the company’s long-term strategy, Hughes stated, “I’m feeling good about where the business is… with really strong growth across key brands and key segments across APAC, India in particular, global travel retail, and a strong progression towards our aspirations.”