Suntory CEO Takeshi Niinami on Adapting to New Consumer Trends

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Takeshi Niinami is not the kind of boss to sequester himself in the plush C-Suite. As CEO of Japanese conglomerate Suntory Holdings, Niinami prides himself on spending time meeting customers and consumers at the business’s coalface. It doesn’t hurt, of course, that Suntory produces not coal but some of the world’s most loved premium spirits, including Jim Beam, Maker’s Mark, El Tesoro tequila, and Japan’s own Yamazaki and Hibiki whiskies.

“In the case of Japanese whisky, typically Hibiki 30,” Niinami says of his favorite tipples. “For bourbon, I like Jim Beam Black.”

Few would begrudge Niinami a celebratory dram this month, when he celebrates a decade as Suntory Holdings CEO, during which the firm has grown into the no. 3 premium spirits producer worldwide. This year also marks 125 since Suntory was founded initially as a retailer of imported wines, before diversifying with its own fortified variety, and then opening Japan’s first malt whisky distillery in 1923. Today, the $11 billion company also has a booming line of soft drinks, wine, and health products.

A graduate of Harvard Business School, who previously served as CEO of convenience store chain Lawson, Niinami is also chairman of the influential Japan Association of Corporate Executives. He spoke to TIME about how Suntory is adapting to new consumer trends to stay relevant.

This interview has been condensed and edited for clarity.

Congratulations on a decade in charge of Suntory. What are some of the key moments over your time in charge?

The most important is the integration of Beam, which [cost] $16 billion. Second, is expanding digital activities across the entire business. And third is further globalization of Suntory Holdings. The trigger was the acquisition of Beam, which created a ripple effect to many business units.

At that time, Beam’s revenue was twice or 2.5 times as much as our…