Japan: Kirin Brewery considering exporting its Fujisanroku whisky

Kirin Brewery Co. is considering exporting its mainstay Fujisanroku (Foot of Mt. Fuji) whisky, possibly from this year, a company official said on February 17.

The move, aimed at enhancing the Tokyo-based company's brand power overseas, comes as whisky has become increasingly popular at home and abroad.

It would be the first whisky export for the Japanese company and follow similar moves by rival Japanese producers.

Demand for Japanese whisky is "growing stronger in Europe as it has begun winning awards at international competitions," said Toshihiro Tanaka, head of Kirin's marketing department.

But the level of Fujisanroku exports will depend on demand at home and abroad given the shortage of its base liquor, according to the company.

19 February, 2016