Japanese Whisky Makers Look To Lock In Standards As Growth Continues
Japanese whiskies have been among the most sought-after bottlings in the global whisky market in recent years, with the category gaining interest among both the connoisseur set and more casual consumers, even as supply constraints have put limits on growth. As the category continues to develop on the international stage, Japan’s distillers have put forward rules to govern production standards, aiming to distinguish Japanese whisky as a unique offering in the eyes of global consumers.
“We want to provide some criteria for consumers to differentiate authentic Japanese whisky from other whiskies in the market,” House of Suntory president Mory Morimoto told SND, adding that the industry is broadly aligned on an effort to raise awareness of Japanese whisky as a unique category and enforce quality standards.
Today the Japanese Spirits & Liqueurs Makers Association (JSLMA) hosted a press conference in Japan to announce their intention to make their “Standards for Labeling Japanese Whisky” legally binding, concurrently unveiling a new Japanese Whisky logo for distillers to use on their bottles. The JSLMA said the move represents a “critical step” as the category moves to apply for geographically-indicated status.
Under the rules set forth by the JSLMA, Japanese whiskies must meet the following standards. They must use water from Japan; saccharification, fermentation, distillation, and bottling must occur in Japan; spirits must be distilled to less than 95% abv and bottled at a minimum of 40% abv; spirits must be aged in wooden casks (of no more than 700 liters) in Japan for a minimum of three years; and plain caramel coloring (E150) can be used.
Three Japanese whiskies rank among the top 100 premium spirits brands worldwide, according to Impact Databank, including Black Nikka from Asahi’s Nikka Whisky Co. at 4.4 million cases, along with Suntory Kakubin at 4 million cases and Suntory-owned Torys at 2.4 million cases. Each of those brands has shown solid global growth over the past five years as interest in Japanese whiskies has risen in international markets. The Fuji brand from Kirin has also been expanding internationally in recent years.
Marshalling adequate supply to meet rising demand continues to be a challenge, Morimoto tells SND, even as Suntory has continued to buttress its Japanese whisky pipeline. In 2023, the company announced a $77 million investment to boost operations and the visitor experience at the Yamazaki and Hakushu distilleries. Yamazaki and Suntory portfoliomate Hibiki Japanese whisky both grew by double-digits globally last year, continuing on their upward trajectory.—Daniel Marsteller
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Tagged : Hakushu, Hibiki, Japanese Spirits & LIqueurs makers Association, Suntory, Yamazaki
