The Perfect Blend

Beam Suntory China Managing Director Jeffrey Huang Explains How the Premium Spirits Maker Adds a Chinese Flair to the Mix.

- Sharon Masige

There is a Beam Suntory beverage for every occasion. For Jeffrey Huang, Managing Director of Beam Suntory China, a Jim Beam highball is the perfect pairing for dinner at a restaurant. “It is a fantastic and refreshing drink,” he says. “It’s a complete substitute for premium beer and I love it.” If he’s at home or having a quiet bite with friends? “I’d probably go with one of our Scotch whiskies like a Bowmore 15. It is phenomenal and super smooth,” Jeffrey notes. And as for a high-energy environment, like a night club? “I might go with our Courvoisier,” Jeffrey says. “In China, they do more shots and Courvoisier cognac, our XO [extra old], is just a great liquid for it.”

Beam Suntory was born out of a merger between US-based whiskey company Beam and Japanese beverage giant Suntory. The premium spirits company produces a range of top-notch beverages including Jim Beam and Maker’s Mark bourbons, Yamazaki single malt whisky, Teacher’s Scotch whisky and Canadian Club. “We call it an East meets West culture,” Jeffrey explains. “Effectively, we try to take elements of the best of each to create something no other company can.”

In Japan, the team learns about craftsmanship, heritage and tradition. “They won’t let a product go unless they are 100 per cent sure it is of the highest quality,” Jeffrey says. “That’s something that, as you learn more about the Japanese culture, is certainly worthy of admiration and respect. They do things no other country I’ve seen can do in terms of the relentless focus on quality and continuous improvement.” On the Beam side, Jeffrey highlights the American ingenuity, creativity and innovation – the ‘can do’ culture.