ASC Fine Wines Celebrates Suntory Group’s 125th Anniversary with ‘Suntory Philosophy Month’

ASC Fine Wines, the leading wine importer and distributor in China and a member of the Suntory Group, joined the global celebration of Suntory’s 125th anniversary by participating to the group’s newly designated “Suntory Philosophy Month.” The annual month-long celebration will take place in every February – the month of the founding Suntory back in 1899, with the aim for its employees to honor and internalize the corporate purpose and values that have guided Suntory Group through more than a century of development.

Throughout February, ASC Fine Wines has engaged its entire team in a series of activities designed to deepen their connection with Suntory’s enduring values. This included an e-Learning program where employees across all departments reflected on the company’s rich history, purpose, and values, including “Growing for Good,” “Yatte Minahare,” and “Giving Back to Society.” These principles highlight Suntory’s dedication to societal, environmental, and economic growth and innovation.

Adding a sensory dimension to the celebration, Suntory China Holding and ASC orchestrated immersive tasting events like “The Taste of the Founders” and “TASTE & SEE HOW BRILLIANT” These events offered attendees the unique opportunity to experience the craftsmanship behind some of Suntory’s most iconic offerings, from Tomi no Oka wine’s silky elegance to Kakubin Whisky’s bold complexity.

Building on the momentum of February’s celebrations, ASC and Suntory have outlined plans for the “Mizuiku Workshop” in March, aligning with World Water Day. This initiative, first developed by Suntory 20 years ago and launched in China in 2021, aims to promote water conservation and environmental stewardship through the Mizuiku education program, which teaches children the importance of water conservation.

The workshop, in partnership with the Shanghai Volunteer Association and Malt Space, is set to offer a comprehensive overview of the Mizuiku program’s achievements in China, spotlighting the critical role of water in sustaining life and ecosystems. By encouraging employees to become volunteer assistants to Mizuiku teachers, ASC and Suntory not only aim to foster a culture of environmental responsibility but also extend the program’s reach.

Makoto Nagae, CEO of ASC Fine Wines, expressed immense pride in joining the celebration of Suntory’s 125th anniversary, highlighting the company’s commitment to its foundational values and purpose. “Through Suntory Philosophy Month, we in ASC reaffirm our commitment to inspiring the brilliance of life and delivering exceptional experiences to our customers and communities,” Nagae stated. “Our dedication for the corporate purpose and values is not just for February. The purpose and values are not slogans on the walls of the meeting rooms. We are determined to live them out in our daily work and life. As individuals we are always looking for ways to take better care of our colleagues, consumers, customers, partners, environment and grow together. And as a business, we are always looking to touch more lives and fulfill our purpose with our great wines and extraordinary service: To inspire the brilliance of life, by creating rich experiences for people, in harmony with nature.”

As Suntory Group looks ahead to the future, ASC Fine Wines remains dedicated to upholding its legacy of excellence and innovation, enriching the lives of all stakeholders across China.