Suntory Taps White Claw Architect to Lead Global RTD Charge

NEW YORK, NY – January 07, 2026 – Suntory Global Spirits has made a significant strategic move in the booming Ready-To-Drink (RTD) market, appointing industry veteran Davin Nugent as the first-ever President of Global Ready-To-Drink. The appointment signals an aggressive push by the spirits giant to capture a dominant position in one of the fastest-growing sectors of the beverage alcohol industry.

Nugent, who reports directly to President & CEO Greg Hughes, is a heavyweight in the category, best known for his pivotal role in spearheading the creation of White Claw Hard Seltzer during his tenure as CEO of Mark Anthony Brands International. His arrival at Suntory is a clear statement of intent as the company aims to leverage its portfolio and innovation capabilities to achieve global leadership.

A Calculated Play for Market Dominance

Suntory's creation of a dedicated global presidency for RTDs underscores the immense value and potential the company sees in this category. The global RTD market is no longer a niche segment but a multi-billion dollar powerhouse. Market analyses project explosive growth, with some estimates forecasting the market to swell from roughly $40 billion in 2024 to over $117 billion by 2034. This rapid expansion is fueled by a fundamental shift in consumer behavior toward convenience, premium experiences, and variety.

By appointing Nugent, Suntory is positioning itself to not just participate in this growth but to lead it. The company's ambition is unabashedly bold. “Our aspiration is to be the #1 RTD company globally by enhancing our capabilities to quickly optimize taste and design for local markets,” said Greg Hughes, President & CEO of Suntory Global Spirits, in a statement. Hughes expressed confidence that Nugent's leadership will "sharpen our focus on executing our RTD priorities, building momentum for our brands around the world and further strengthening our position in this critical category.”

This strategic focus is built upon a solid foundation. The company already boasts strong performers, including -196™ (minus one-nine-six), a brand that has surpassed 30 million cases globally and is seeing strong double-digit growth in the competitive US market. In 2025 alone, Suntory rolled out more than ten new offerings for -196, demonstrating its commitment to rapid innovation. Alongside it, the On The Rocks™ Premium Cocktails brand represents a significant opportunity in the high-end, spirit-based cocktail segment.

The Architect of the Seltzer Boom Takes the Helm

Davin Nugent’s 25-year career is a highlight reel of beverage innovation and market disruption. His leadership at Mark Anthony Brands International during the launch of White Claw fundamentally altered the landscape of the alcohol industry, creating a cultural phenomenon and a multi-billion dollar category. His more recent role as Global Vice President of Innovation at Anheuser-Busch InBev further solidified his expertise in the "Beyond Beer" space.

This track record makes him uniquely suited to steer Suntory’s RTD ambitions. He brings not just experience but a proven formula for identifying consumer trends and translating them into category-defining products. His appointment is a clear signal that Suntory is prioritizing agile, consumer-centric innovation.

“Suntory is world renowned for its dedication to craftsmanship, which has led the company to be a leader in the competitive RTD markets in Japan and Australia,” Nugent stated. “This is a category that continues to grow as consumers seek convenience and high-quality experiences, so I'm thrilled to be joining the team to capitalize on this opportunity and support the long-term growth of Suntory’s RTD business.” His focus will be on leveraging Suntory’s century-long expertise in both spirits and non-alcoholic beverages to create breakthrough products with high-quality base liquors and sophisticated flavor profiles.

Riding the Wave of Evolving Consumer Tastes

The meteoric rise of RTDs is directly tied to a new generation of drinkers and evolving lifestyle trends. Today's consumers demand more than just alcohol; they seek experiences, quality, and products that fit their lives. A key driver is premiumization. Drinkers are increasingly willing to pay more for sophisticated, spirit-based RTDs that replicate a "bar-quality" cocktail experience at home, where over 80% of RTD consumption occurs.

Convenience remains a foundational pillar of the category's appeal, but it's now coupled with a demand for higher quality ingredients and authentic spirits. Spirit-based RTDs, like those featuring vodka, tequila, or gin, are driving the lion's share of innovation and growth, making up over two-thirds of new RTD launches in 2024. Suntory, with its world-class portfolio of spirits including Jim Beam®, Maker's Mark®, Roku™ Gin, and Tres Generaciones® Tequila, is exceptionally well-positioned to capitalize on this trend.

Furthermore, the health and wellness movement is reshaping the market. Consumers are actively seeking out low-calorie, low-sugar, and lower-ABV options. This aligns perfectly with Suntory Global Spirits' broader "Proof Positive" sustainability strategy, which includes a "Consumer Positive" pillar focused on responsible consumption and expanding its portfolio of no- and low-alcohol products. Nugent's challenge and opportunity will be to balance these wellness trends with the demand for full-flavored, premium experiences.

Navigating a Crowded and Complex Market

While the opportunity is vast, the path to becoming the #1 global RTD company is fraught with challenges. The market is intensely competitive, with a constant flood of new products from global beverage giants and nimble craft startups alike, leading to what some analysts call "SKU proliferation." Standing out on a crowded shelf is a monumental task.

Moreover, the global regulatory landscape is a complex patchwork of varying tax laws and rules governing alcohol content and marketing, which can create significant hurdles for international expansion. Supply chain complexities and the need to cater to diverse local taste preferences across different continents add another layer of difficulty. A flavor that is a blockbuster in Japan may not resonate with consumers in the United States or Brazil.

However, this is where Suntory believes its heritage provides a distinct competitive advantage. With over a century of craftsmanship in blending and flavor development, the company possesses a deep well of expertise to draw from. This history of meticulous production, combined with Nugent's forward-looking innovation strategy, forms the core of Suntory's plan to navigate these challenges. The company's goal is not just to launch more products, but to launch better products that deliver on the promise of quality and taste that consumers associate with the Suntory name. This strategic hire is a definitive step toward turning that ambition into a market reality.