Suntory Beverages

You may not immediately think of Suntory Beverages as a top name in soft drinks, but behind this Japanese company lies a portfolio that fits perfectly with the needs of hospitality and retail. The company has existed since 1899 and grew into one of the largest beverage producers in Japan. Suntory food and beverages generates more than half of its total revenue from food and non-alcoholic drinks. That makes it a serious player in the soft drinks sector.

For business buyers, this means access to proven brands with broad reach — brands that fit excellently with different customer segments and that let you surprise your customers. And when you can surprise your customers, you can be sure they'll keep coming back.

Which soft drink brands exactly fall under Suntory? Why do they keep succeeding? And how do you use them smartly for your business? You'll read all about it in this article.

WHAT IS SUNTORY BEVERAGES AND WHAT MAKES IT SPECIAL?

Suntory Beverages is active in the Americas, Europe, Africa, Asia, and Oceania with around 40,000 employees. This results in a diverse portfolio available in more than 80 countries. As a buyer, this gives you access to brands that are recognizable to your customers both locally and internationally.

The soft drink portfolio includes well-known names such as Orangina, Lucozade, Oasis, BOSS Coffee, Suntory Tennensui water, TEA+ Oolong Tea, and V energy drink. These brands were acquired through targeted acquisitions. For example, Suntory acquired Orangina in 2009 for ¥300 billion, and in 2013 acquired Lucozade and Ribena from GlaxoSmithKline for £1.35 billion. Japan represents 60% of total revenue, while Europe, the Americas, and Asia together make up the remaining 40%. In this way, Suntory has built a portfolio that is relevant across the entire world.

What further sets Suntory apart is its "Seikatsusha" philosophy. The company doesn't see consumers as isolated buyers, but as people with unique perspectives and full lives. This approach translates directly into products that fit different life moments and needs. For hospitality and retail, this means a range that lets you serve multiple customer segments — from health-focused options to energy drinks and premium soft drinks. In that sense, selling soft drinks becomes a lot more interesting for you, but especially for your customers too.

WHY SUNTORY SOFT DRINK BRANDS REMAIN POPULAR IN 2026

Consumers are making more conscious choices about what they drink in 2026. Demand for soft drinks with health benefits is rising, from low-sugar products to drinks with natural ingredients and functional properties like vitamins and minerals. Suntory's food and beverages portfolio responds to this excellently.

Suntory is taking concrete steps in health and sustainability. The company aims for 35% less added sugar by 2025 and wants to double the volume of drinks with less than 5 grams of sugar per 100 ml between 2015 and 2025. It's also targeting 100% recyclable packaging by 2025 and bottles with 50% rPET content by 2025. In this way, Suntory links health and sustainability in a way that matches what consumers expect today.

For your hospitality or retail business, this means access to brands that fit perfectly into the growing "better-for-me" category. Guests are paying increasing attention to sugar intake and environmental impact, especially when choosing between standard soft drinks and healthier alternatives. Suntory's range gives you the variety to serve different customer segments, from sugar-free options to functional drinks with natural ingredients. This strengthens your position in a market where conscious consumption is becoming the norm.

HOW RETAILERS AND HOSPITALITY BUSINESSES USE SUNTORY PRODUCTS SMARTLY

Product placement determines a large part of your revenue. Visibility at checkouts, on counters, and along walking routes ensures Suntory products get noticed at the right moment. Since 70% of purchase decisions are unplanned and made in the moment, that visibility isn't a minor detail — it's a direct revenue driver.

Hospitality has an extra advantage here. A perfectly served soft drink generates 15.2% more revenue. Brands like Royal Bliss can even justify a 27% price premium. Serve Suntory food and beverages products with ice, fresh garnish, and attractive glassware. That way, you get the most out of every glass you serve.

Your drinks menu also does more work than you might think. Your drinks menu drives 65% of guest choices. Position Suntory brands strategically with product images and rank them by profit margin. Soft drinks represent 53% of drink choices in hospitality. That makes this category a reliable and appealing revenue driver.

Retailers benefit from bulk purchasing through wholesalers, yielding margins between 30% and 50% per product category. Keep a consistent stock of popular Suntory variants and align your range with local demand and seasonal trends. Personal preferences drive 65.5% of unplanned purchases. This way, selling soft drinks becomes a lot more interesting for you, but especially for your customers too.

CONCLUSION

Suntory Beverages is a portfolio that can truly make a difference for your hospitality or retail business. From premium soft drinks to healthier alternatives, the diversity is there. This way, you can serve different customer segments with brands that match what your guests and customers expect today.

Use the products smartly. Think about the right placement, a well-considered drinks menu, and consistent stock. This way you'll enjoy an attractive margin, and your customers get a range that keeps surprising them.

At a reliable wholesaler, you'll always find Suntory food and beverages products in stock and at the best purchase price. You decide for yourself who you do business with, but we're confident we can offer you the best deal in soft drinks. You can always request a free, no-obligation quote. You're not tied to anything — we're just as flexible as that.