Since 1986, Suntory Group has promoted responsible drinking with the message, “When it comes to alcohol, moderation comes first.”
In 2025, it launched the Drink Smile seminar for companies and municipalities to communicate both the importance of responsible drinking and the appeal of alcoholic beverages. The program has already reached 35,000 participants this year, exceeding its annual target of 30,000.
Here is a look at the initiative and what the seminar includes.
What Is the “Drink Smile” Seminar?
Suntory Group states that its purpose and direction are to “inspire the brilliance of life by creating rich experiences for people, in harmony with nature.”
One part of that mission is carefully communicating the value of alcoholic beverages and enriching people’s lives.
The Drink Smile seminar is one way of pursuing that goal, combining education about alcohol with hands-on experiences of its positive aspects.
Progress of the “Drink Smile” Seminar
As noted above, the program’s 2025 annual target was 30,000 participants. By October, however, attendance had already reached 35,000, and the total was expected to approach 50,000 by year-end.
Around 90% of sessions have been held for companies, with municipalities accounting for roughly 10%; universities, including laboratories, seminars and clubs, also represent about 10% of activity. Around 780 sessions have been held in total. Suntory is placing particular emphasis on responsible-drinking education for people in their 20s who are newly entering drinking age groups.
Effects and Results
About 99% of participants responded that they were “satisfied” or “very satisfied,” while 83% said their image of alcoholic beverages changed in a positive direction.
The seminar includes:
・Learning about alcohol: video content on the value of alcoholic beverages and responsible drinking
・Experiencing the appeal of alcohol: hands-on sessions across multiple categories, including The Premium Malt’s foam experience, comparative tastings across categories with alcoholic and non-alcoholic versions, and a whisky-distillery VR experience
The overall program is offered as a package of about one hour.
On this occasion, we experienced the video-based “learning about alcohol” section and an alcoholic comparative tasting across several categories.
Participants can use a patch test to understand their own alcohol tolerance and compare a variety of Suntory alcoholic beverages in a workshop, making the program an opportunity to learn both the enjoyment of alcohol and one’s personal limits.
The seminar also addresses etiquette in drinking settings, including expectations and rules from the viewpoints of both managers and subordinates.
In today’s environment, communicating such topics in a one-way manner can be difficult. Presenting them objectively in a seminar format may allow companies to address the subject in a more balanced way.
Drink Smile Lab Page Now Live
The Drink Smile seminar page has been published online.
More details about the program and applications are available there.
If you are interested, be sure to take a look.