Association partners with Beam Suntory on responsible alcohol service

Chicago – The National Restaurant Association and Beam Suntory, one of the world’s leading premium spirits companies, are partnering to promote responsible service through their proprietary programs, ServSafe Alcohol® and Drink Smart.

ServSafe Alcohol is the industry’s premier alcohol service training program developed by the National Restaurant Association. Drink Smart is Beam Suntory’s global proprietary program for educating consumers about the responsible consumption of alcohol. Through this partnership, Beam Suntory and the National Restaurant Association will develop co-branded content to be used as alcohol safety education for the restaurant and hospitality industry, reaching over one million industry professionals each year.

“This partnership demonstrates Beam Suntory’s commitment to responsible service and consumption of alcohol,” said Sherman Brown, Executive Vice President, Training and Certification, ServSafe. “Our entire association and broader industry will benefit from our shared commitment to educating employees in responsible alcohol service.”

This agreement serves to extend Beam Suntory’s Drink Smart platform beyond consumer education and into responsible alcohol service at retail and restaurant locations.  The co-branded educational materials for the ServSafe Alcohol program will be available in time for the restaurant industry’s Serv-It-Up program in the fourth quarter.

“We are so pleased to be partnering with the National Restaurant Association and know that this relationship will send a strong message about the commitment of Jim Beam and our entire brand portfolio to responsible beverage service by the trade and responsible consumption by consumers,” said Ken Ruff, Beam Suntory’s Vice President, National Accounts On-Premise. “As part of our global commitment to reduce alcohol misuse, partnering with retailers and restaurants is critical to ensuring that alcohol is served appropriately, and everyone stays safe.”

Beam Suntory funds a wide array of programs, partnerships and associations across the globe focused on responsible marketing, alcohol education, and reducing drunk driving and underage drinking. The company’s investments in these programs have exceeded $20 million over the past decade.

About Beam Suntory Inc.
As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits Brands that Stir the World. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands and Suntory whisky Kakubin, and world-renowned premium brands, including Knob Creek bourbon, Yamazaki, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Hornitos and Sauza tequila, EFFEN and Pinnacle vodka, Sipsmith gin, and Midori liqueur.

Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and commitment to Growing for Good. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.

About The National Restaurant Association
Founded in 1919, the National Restaurant Association is the leading business association for the restaurant industry, which comprises more than one million restaurant and foodservice outlets and a workforce of 14.7 million employees. We represent the industry in Washington, D.C., and advocate on its behalf. We operate the industry's largest trade show (National Restaurant Association Show May 18-21, 2019, in Chicago, IL); leading food safety training and certification program (ServSafe); and unique career-building high school program (the NRAEF's ProStart). For more information, visit Restaurant.org and find us on, Facebook, Twitter and Instagram.