ASC redefines its corporate philosophy to ‘shine as a lighthouse’

ASC Fine Wines (ASC), a leading wine importer and distributor in China, has firmly established itself as a trusted source for quality wines in the country.

With a portfolio boasting over 1,200 labels from more than 100 renowned wineries worldwide, ASC has been a beacon of quality in an increasingly discerning market. Over its 27-year history, ASC has cultivated a unique corporate culture, adapting to the changing landscape of the Chinese wine market while staying true to its founding values. Initially a small start-up in Beijing under the guidance of the founding family, ASC rapidly grew to become the top company in China’s imported wine industry by the end of the 2000s, with a comprehensive distribution network across Mainland China, Hong Kong and Macau.

In 2010, ASC embarked on a new chapter as it was acquired by Suntory Group, a global leader in the drinks industry. With the acquisition, ASC found itself in a position to integrate its corporate culture with Suntory’s philosophy, embracing diversity and inclusion while further elevating its commitment to excellence.

In 2022, Suntory Group redefined its corporate philosophy, centering around the corporate purpose “to inspire the brilliance of life, by creating rich experiences for people, in harmony with nature”. ASC recognised the importance of realigning its own mission, vision, and values to reflect Suntory’s philosophy and foster a deeper integration within the group.

To facilitate this transformation, ASC assembled a Corporate Culture Committee comprising internal and external stakeholders representing different regions, cultures, job functions, seniority levels, and customer channels. This diverse committee worked closely with a professional strategy agency, following a carefully designed process that included one-to-one interviews, research, workshops, and group discussions.

The result was a refined corporate philosophy that encapsulated ASC’s purpose, vision, and values. The mission statement, ‘Connecting people and inspiring delightful moments with wine’ reflects the company’s dedication to curating quality wines from around the world and delivering them to consumers. Whether enjoyed individually or shared with friends, every glass of wine nurtures connections within ourselves, between people, and with the world.

ASC’s vision, ‘Be a lighthouse for the wine world’ embodies its commitment to upholding high standards and serving as a benchmark in the industry. Like a guiding light in the darkness, ASC aspires to grow alongside wine producers and trade customers, providing immersive cultural experiences that foster greater appreciation for wine among consumers.

Aligned with Suntory’s values, ASC embraces ‘Growing for Good’ continuously striving for individual and corporate growth to create a better world. The philosophy of ‘Yatte Minahare’ fuels the company’s relentless pursuit of innovation and refusal to fear failure or give up.

Additionally, ASC remains committed to giving back to society, not only reinvesting in its business, but also caring for customers and partners, and contributing to the community.

ASC’s refined corporate philosophy is further supported by its core principles, known as ASC Ways. Passion, quality, one team, excellence, humanity, and nature form the foundation of the company’s ethos. Passion serves as the driving force propelling ASC forward, while a steadfast commitment to quality builds trust with all stakeholders. The importance of collaboration and unity is embodied in the principle of one team, and the pursuit of excellence is ingrained in every aspect of the organisation.

ASC also values diversity, equity, and inclusion, fostering a welcoming environment that respects and appreciates different backgrounds. Finally, the company recognizes its responsibility to
nature and endeavors to make a positive impact on the environment through its business practices.

ASC’s dedication to its refined corporate philosophy goes beyond mere words. The company has taken concrete steps to integrate its operations with Suntory Group, both physically and philosophically.

Three years ago, as a part of the “One Suntory’ initiatives in China, ASC moved to the same office building as other Suntory companies in China, bringing teams closer together. However, it is the alignment of corporate philosophy that truly solidifies ASC’s position as a member of the Suntory Group.

Under the leadership of its EXCOM team, ASC recognised the importance of realigning its corporate mission, vision, and values to harmonize with Suntory’s corporate purpose. By engaging a professional strategy agency and forming the Corporate Culture Committee, ASC ensured that the process was inclusive and representative of diverse perspectives.

The careful and meticulous process involved multiple stages, including interviews, research, workshops, and group discussions. The committee, consisting of stakeholders from various roles within the organization, together with customers from different business channels, provided valuable insights. This collaborative approach ensured that the refined corporate philosophy truly reflected the aspirations and values of ASC.

After months of dedicated effort, the refined corporate culture was approved and confirmed in February 2023. The culmination of this endeavor was the presentation of the new corporate culture to all ASC staff at the Chinese New Year Townhall meetings around the country by the CEO Makoto Nagae in person.

The momentous occasions not only marked the beginning of a new chapter for ASC but also reinforced the company’s commitment to its employees, customers and partners.

ASC’s refined corporate philosophy, encompassing its mission, vision, and values, lays a solid foundation for its future endeavors. By connecting people and inspiring delightful moments with wine, ASC aims to bring joy and enrich lives. Aiming to be a lighthouse for the wine world, the company sets the standard of excellence and strives to guide the industry forward.

With a passionate, dedicated team driven by a commitment to quality, ASC is poised to achieve its vision. The company’s core principles, including unity as one team, the pursuit of excellence, respect for humanity, and responsibility towards nature, shape its every action and decision.

ASC not only aims to thrive in the competitive wine market but also recognises its role in creating a better world for future generations. As ASC embraces Suntory’s corporate philosophy, it solidifies its position as a member of the Suntory Group, sharing a common purpose and values. This integration ensures that ASC remains at the forefront of the wine industry, combining tradition, innovation, and a commitment to providing exceptional experiences to wine lovers across China.