Beam Suntory, one of the world’s leading spirits companies, approached thinkPARALLAX for help updating their global responsible drinking platform. In addition to updating the key language and pillars of the platform, thinkPARALLAX created an interactive website that communicated the company’s global commitments, while also giving users the ability to access resources and information, and to create their own personalized “Drink Smart Plan”.



As one of the world’s leading spirits companies, responsible drinking has always been a key component of Beam Suntory’s global corporate responsibility efforts. Beam Suntory has long been recognized as leader among alcohol producers for tackling some of the toughest issues related to alcohol responsibility.

While the company had measurable results to help demonstrate that long-standing commitment, the messaging, visuals, and public face of the company’s branded responsible drinking platform – – were in need of an update. After engaging with key stakeholders, brand teams, and partners, thinkPARALLAX refined the overarching message and key focus areas under the Drinksmart umbrella. In both the messaging, and the visual design of the interactive website ( we emphasized the positive ripple effect that an individual can have on their own circles of friends and family by making responsible decisions about alcohol.

In addition to providing educational information on alcohol and health, the website allows users to personalize a plan to drink smart in a variety of common settings in which alcohol might be found. These user-created plans can be shared on a variety of social platforms, positively influencing peer networks, and sparking dialogue around a critical issue. The site is also accessible in 6 languages, and can be customized by individual Beam Suntory brand teams to ensure the platform remains relevant in the variety of social contexts and regulatory environments in which the company operates around the world.

Visit the Drink Smart website here >>>