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Suntory first established itself in Osaka, Japan in 1899. Today the corporate giant employs over 42,000 people across Europe, Asia, America and Oceania. The question is, how can one of the oldest global drinks companies in the world transform to become digitally connected to its customers?

The art of wrestling and skill of graphic design may seem several worlds apart, but branding expert Rich Bates doesn’t seem to think so. We met up on his turf at the C4DI sofas to discover how a love for storytelling has allowed him to succeed at two of his passions.