Suntory left Brazil in 2004

Suntory left Brazil in 2004

Suntory is set to return to Brazil's spirits market after an eight-year absence, according to reports.

The company's Liquors division will team up with a Brazilian wholesaler to sell its whisky brands Hakushu and Yamazaki in supermarkets, restaurants and hotels, Nikkei reported today (20 December). It is understood Suntory wants to target Brazil's newly affluent middle class ahead of the 2014 FIFA World Cup and the 2016 Rio de Janeiro Olympics. 

The company also wants to ship Midori melon liqueur and plum wine from its Mexico factory and shochu from Japan, it was reported. The aim is to export more than 50,000 cases of spirits to Brazil in 2015. 

Suntory entered the Brazilian market in the 1970s, but left in 2004. 

Earlier this week, Suntory confirmed plans for a major shake-up, including a raft of new executive appointments and a more “aggressive” M&A strategy.

Last week, Pernod Ricard said that spirits growth in Brazil will be driven by the premium sector, particularly vodka and Scotch whisky.