Care for our customers, consumers and the world we live in

We are driven by the intense, competitive spirit of the marketplace, but we direct this spirit toward solutions that achieve a win for each of our constituents as well as win for us. Our success depends on a thorough understanding of our customers, consumers and communities. Caring also means going the extra mile for them. Essentially, this is a spirit of growing rather than taking.

Sell only products we can be proud of

The test of our standards is that we must be able to personally endorse our products without reservation and consume them ourselves. This principle extends to every part of the business, from the purchasing of to the point when our products reach the consumer's hands.

Speak with truth and candor

We speak up, telling the whole picture, not just what's convenient to our individual goals. In additional to being clear, honest and accurate, we take responsibility to ensure our communication are understood.

Balance short term and long term

We make decisions that hold both short-term and long-term risks and benefits in balance over time. Without the balance, we cannot achieve the goals of sustainable growth.

Win with diversity and inclusion

We leverage a work environment that embraces people with diverse traits and different ways of thinking. This leads to innovation, the ability to identify new market opportunities, all of which helps develop new products and drives our ability to sustain our commitments to growth through empowered people.

Respect others and succeed together

This company is built on individual excellence and personal accountability, but no one can achieve our goals by acting alone. We need great people who also have the capability of working together, whether in structural teams or informal collaboration. Mutual success is absolutely dependent on treating everyone who touches the business with respect, inside and outside the corporation. A spirit of fun, our respect for others and the value we put on teamwork make us a company people enjoy being a part of, and this enables us to deliver world-class performance.

Act with responsibility and build trust

Responsibility and trust form the foundation for healthy growth. It's about earning the confidence that other people place in us a individuals and as a company. Our responsibility means we take personal and corporate ownership for all we do, to be good stewards of the resources entrusted to us. We build trust between ourselves and others by walking the walk and being committed to succeeding together.

Live the Yatte Minahare spirit

We encourage our employees to not be afraid to try new things to create unique value by mixing and bringing things together. SPBT continues the spirit of the founding fathers of the Suntory Group in innovation and taking on new challenges.

Care for our customers, consumers and the world we live in

We are driven by the intense, competitive spirit of the marketplace, but we direct this spirit toward solutions that achieve a win for each of our constituents as well as win for us. Our success depends on a thorough understanding of our customers, consumers and communities. Caring also means going the extra mile for them. Essentially, this is a spirit of growing rather than taking.

Sell only products we can be proud of

The test of our standards is that we must be able to personally endorse our products without reservation and consume them ourselves. This principle extends to every part of the business, from the purchasing of to the point when our products reach the consumer's hands.

Speak with truth and candor

We speak up, telling the whole picture, not just what's convenient to our individual goals. In additional to being clear, honest and accurate, we take responsibility to ensure our communication are understood.

Balance short term and long term

We make decisions that hold both short-term and long-term risks and benefits in balance over time. Without the balance, we cannot achieve the goals of sustainable growth.

Win with diversity and inclusion

We leverage a work environment that embraces people with diverse traits and different ways of thinking. This leads to innovation, the ability to identify new market opportunities, all of which helps develop new products and drives our ability to sustain our commitments to growth through empowered people.

Respect others and succeed together

This company is built on individual excellence and personal accountability, but no one can achieve our goals by acting alone. We need great people who also have the capability of working together, whether in structural teams or informal collaboration. Mutual success is absolutely dependent on treating everyone who touches the business with respect, inside and outside the corporation. A spirit of fun, our respect for others and the value we put on teamwork make us a company people enjoy being a part of, and this enables us to deliver world-class performance.

Act with responsibility and build trust

Responsibility and trust form the foundation for healthy growth. It's about earning the confidence that other people place in us a individuals and as a company. Our responsibility means we take personal and corporate ownership for all we do, to be good stewards of the resources entrusted to us. We build trust between ourselves and others by walking the walk and being committed to succeeding together.

Live the Yatte Minahare spirit

We encourage our employees to not be afraid to try new things to create unique value by mixing and bringing things together. SPBT continues the spirit of the founding fathers of the Suntory Group in innovation and taking on new challenges.