Japan: Imported whiskies expanding presence in Japan

Imported whiskies are expanding their presence in Japan amid a boom that is creating shortages of domestic spirits and increasing demand for diversity, The Japan Times reported on July 29.

Sparked by the resurgence of the highball cocktail, the boom is thinning stocks of Japanese products that grew popular after a TV drama told the story of a major local brand.

Importers, including top Japanese brewers, are now trying to promote overseas brands to maintain momentum for Japan’s first whiskey fad in about 30 years.

On Aug. 23, Kirin Brewery Co. will add Green Label to its local lineup for Johnnie Walker. The scotch, matured for at least 15 years, will be targeted at “relatively young people who want to try tastes other than Japanese whiskies,” a Kirin official said.

Kirin, the agent for both Johnnie Walker and White Horse, is aiming to double its 2015 sales of foreign brands by 2020.

Suntory Spirits Ltd. opened a bar in Minato Ward, Tokyo, in July, offering whiskies from around the world. Hibiya Bar Whisky-S III offers a sampler of five whiskies plus cuisine from each distillery’s location.

“We hope customers will discover their own preferences,” a Suntory Spirits official said.

To mark the 150th anniversary of Jack Daniel’s whiskey, Asahi Breweries Ltd. opened a pop-up bar through June at the Nihonbashi Mitsukoshi department store in Tokyo’s Chuo Ward, offering Jack Daniel’s No. 27 Gold, a luxury version of the U.S. brand.

In 2015, Japanese shipments of the spirit jumped 18 percent on year to 138,000 kl. Suntory and Asahi are cutting domestic supplies as they can’t meet the demand.

31 July, 2016