Michiaki Shinozaki, eighthgeneration family member, told Nikkei Asia that the company is branching out “because demand for Japanese whisky is skyrocketing”. It began making whisky in the Fukuoka Prefecture city of Asakura in summer 2021 and the facility belongs to Shinozaki, a traditional barley shochu producer founded in 1922. ![]() Shindo Distillery is another example of a shochu producer turning to whisky. “Right now the main focus is on Japan, but in the near future we will start to open up some key European markets such as the UK, France and Germany, before expanding in the US.” The early success of Kanosuke attracted the financial backing of Diageo’s brand accelerator arm Distill Ventures, which has also invested in other top New World whiskies such as Starward from Australia and Danish brand Stauning.Ĭharlie Steel, whisky portfolio director at Distill Ventures, says: “I think what makes Japanese whisky so exciting right now is that consumers both in Japan and abroad, as they learn more, are looking for new and more authentic Japanese whiskies that have terrific liquids and inspiring stories – which leaves a terrific opportunity for new whisky distilleries in Japan. The brand uses both peated and non-peated malted barley imported from the UK to produce its single malt and in some cases has used ex-shochu casks from the family business for maturation to create more unusual expressions.Ĭreate more unusual expressions. The current and fourth-generation president Yoshitsugu Komasa came to the realisation that whisky would be an easier sell than shochu in international markets, which led to the formation of Kanosuke. The parent company dates back to 1883 and is recognised for pioneering the use of oak casks for ageing the Japanese beverage. Kanosuke Distillery was founded by shochu producer Komasa Jyozo in 2017 and in 2021 launched its first single malt. And while still in the black, shochu exports have increased just 19% over the same period. Japan exported ¥46bn (US$340m) of whisky in 2021, according to government statistics published by Nikkei Asia, which is a 70% increase on the previous year and more than four times that of 2016. However, while shochu sells in vast volumes domestically, its international appeal outside expat hotspots is relatively limited, leaving several companies turning to whisky production as a more financially sustainable alterative for the future. Shochu means ‘burnt alcohol’ in Japanese, is largely made from sweet potato, rice and wheat, and is a fundamental part of life for the Kyushu’s 13 million inhabitants. ![]() Kyushu is the third largest of Japan’s four main islands and is famous for its shochu culture. However, the ongoing stock issues combined with a rife obsession from the West present an opportunity for more premium or craft brands to take some market share. Last year Suntory’s Yamazaki topped Drinks International’s list of The World’s Most Admired Whiskies and more recently at the International Spirits Challenge 2022 the two producers took home 32 of the 42 gold medals awarded to the category. Nikka and Suntory are without doubt the torchbearers for the category with rich portfolios of well-respected malts. ![]() And given the shortages of whisky barrels (due to the then poor demand) too, no wonder they were soon to pay the price (short on production).Īs I recollect, the guide to Suntory Yamazaki Distillery tour said something to the effect that what makes Yamazakis unique is (aside from ideal water quality) they use deciduous japanse oaks for one of the barrels, aside from that of sherry and white oak, and that the reason the liquid (Yamazaki) looks amber-red is just because of it.Japanese whisky has been dominated by two producers over the past few decades when it comes to both quantity and quality. But a good whisky takes at least 10years to age in barrels, you know. In 2010, to counter shochu-alcopops, Suntory belatedly began to take *highball strategy* for the market, using its general-interest spirits, which surprisingly made a mega-hit. Yes, that was an age when the *roaring* of shochu already kicked in. Hence, there was nothing for it but to reduce production volume to match domestic demands, when none ever thought of the boom ever coming around soon. Whiskies did not sell as well as thought by makers they would even in and after bubble economy years: 80s to 90s, it is said. >Is there a reason prices for local whisky have soared<<
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