Epicenter Luxury The of

BEAM SUNTORY’S HARMONY BAR AND FOUNDERS BAR

As a world leader in premium spirits, Beam Suntory’s new global headquarters in New York City represents its commitment to being at the epicenter of luxury and premium brand building. Located in the heart of the Flatiron District, the state-of-the-art office occupies an entire floor of 11 Madison Avenue and is equipped with stunning views of the New York City skyline and Madison Square Park.

The office boasts an East-meets-West aesthetic through its decor and furnishings. It comprises two bar areas, the Harmony Bar and Founders Bar, a tasting room, several unique interactive conference rooms, and flexible workstations. Enhancing the space is a digital art exhibit from the Suntory Museum of Art, based in Tokyo, which elevates and sets the area apart.

Zsoka McDonald, Chief Communications Officer at Beam Suntory, delves into the focal point of the new facilities in the Big Apple. “The bars in our New York City headquarters are where our employees gather to connect with each other and our iconic brands. They are also a perfect place to educate and engage our partners on our incredible liquids, with inclusive collaboration at its core.”

Just recently, Beam Suntory hosted its first Blenders Committee Conference at the Harmony Bar, bringing together many of its blending experts from around the globe. As they meticulously sampled Courvoisier Gala and Maker’s Mark Gold Rush, the event’s main purpose transpired naturally. The interactions among these innovative individuals ultimately fostered a more connected artisan community. Aside from the social aspect of these events, another major benefit is trend awareness and implementation. “Hosting sampling events and happy hours at our bars ensure our team is tapped into the latest trends,” explains McDonald.

Being stationed in New York City, the Beam Suntory team has its finger on the pulse of consumer trends. It allows the team to be closer to “where things happen,” which they call “Gemba.” Gemba is essentially the on-site pursuit of perspective—where things happen, and value created. Their team learns and analyzes everything from its production facilities to the marketplace to have the clearest understanding of consumer feedback. After all, the main goal is to earn trust and exceed expectations continuously, so they can become the world’s most admired premium spirits company.