In 2022, following strong sales growth boosted by a shift to high-end premium spirits, Beam Suntory, which owns brands including Jim Beam and Maker’s Mark, kickstarted its new global media function. Focused on championing media “as high quality as our own liquid,” the business has spent the last year developing a ‘Future Media Model’ which leverages its in-house digital and activation expertise. In this interview with David McDiarmid, global director of digital media, we’ll explore the role retail media plays in its strategy, where the business sees retail media adding value, opportunities for agile approaches to optimisation and closed-loop attribution.