Suntory, Japan's iconic beverage giant, is battling to preserve its global empire as U.S. President Trump’s administration slaps a 24% tariff on Japanese goods. This move puts Suntory’s prized products, such as Japanese whisky and Mexican tequila, at risk of becoming too costly for consumers. Under the leadership of newly appointed president Nobuhiro Torii, the company is rapidly shifting its strategy to survive this looming crisis. Torii has implemented a “produce locally, sell locally” approach to avoid the crippling impact of tariffs, shifting production to key markets like the U.S. and Japan. This pivot is designed to maintain competitive pricing for Suntory’s premium offerings. Despite the beverage industry’s natural resilience, the company faces a precarious future as tariffs threaten its hard-earned global footprint. Suntory’s swift response to this trade war could determine whether it thrives or collapses under the weight of rising international trade tensions.
https://gaekkul.blogspot.com/2025/04/suntorys-desperate-race-against-trade.html
