Suntory Global Spirits Raises the Bar on Forecasting
IBM Planning Analytics empowers improved sales forecasting at the client and product level.
Suntory Global Spirits, formerly known as Beam Suntory, is a renowned distributor of premium spirits brands, including Jim Beam, Maker’s Mark, Hibiki, Yamazaki, and Laphroaig. Operating as the South African arm of the global company, Suntory Global Spirits in South Africa is responsible for distributing these iconic brands within the region. The company’s recent name change reflects its deep-rooted heritage and growing global presence as part of the Suntory Group. Known for its commitment to quality, innovation, and continuous improvement, Suntory Global Spirits ensures these prestigious products reach consumers worldwide.
“IBM Planning Analytics helped us move from manual, time-consuming Excel forecasting to automated, AI-generated forecasts.”
Ruan van der Linde, Commercial Finance Analyst at Beam Suntory
Improved forecast accuracy
Reliable, timely forecasts at client and product level.
Accurate data for reporting
Consistent, up-to-date numbers without manual effort.
Stronger decision-making insights
Clear visibility to guide smarter, faster business moves.
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Suntory Global Spirits faced growing challenges consolidating forecasts from multiple stakeholders and accessing timely financial insights. The South African team initially relied on Excel to manage their sales forecasting, but manual processes were slow and prone to error. While a forecasting model had been developed in IBM Planning Analytics, the departure of a key internal resource left them without the skills to maintain or enhance the system. To get forecasting back on track, Suntory Global Spirits brought in Venn Cubed to stabilise and expand the solution.
Pouring Precision into Forecasting
Suntory Global Spirits worked with Venn Cubed to refine and stabilise their IBM Planning Analytics environment. The existing model was rebuilt to improve usability, while data load processes were streamlined and forecasting workflows were automated. With improved accuracy and visibility at both client and product levels, the finance team could produce timely forecasts with greater confidence. The move away from manual forecasting allowed the business to respond faster to market shifts and plan with more clarity.
Sharper Insights, Smarter Decisions
With IBM Planning Analytics in place, Suntory Global Spirits significantly improved the accuracy and reliability of their sales forecasts. The finance team gained access to consistent, up-to-date financial data, streamlining their reporting processes and reducing manual effort. This enhanced visibility enabled faster, insight-driven decision-making across the business — helping teams stay aligned and proactive in a dynamic trading environment.
