Japanese Whiskey Proves Popular Abroad

Tokyo, March 25 (Jiji Press)--Japanese whiskey is gaining increasing attention abroad after winning international recognition at contests in Europe. According to trade statistics by the Finance Ministry, Japan's whiskey exports in 2012 were more than double the figure of 2007, and an increasing number of potential buyers from Europe and the United States are visiting Japan to see whiskey distilleries. Since around 2000, Japanese whiskey makers, such as Suntory Liquors Ltd. and Nikka Whisky Distilling Co., a unit of Asahi Breweries Ltd. <2502>, have won increasing numbers of titles at overseas whiskey contests. In a recent event organized by a whiskey magazine publisher in Britain, two of the six top titles went to Japanese makers--Suntory and Hombo Shuzo Co., based in the southern Japan city of Kagoshima. Masashi Watanuki, a blender at Nikka, says the whiskey maker has tried hard over the years to improve its blending methodologies and the quality of its storage casks. Good reputations abroad are built upon such continuing efforts, he says. In a bid to make the popularity of Japanese whiskey more than a temporary fad, Suntory started to distribute the brochure entitled "The Art of Japanese Whiskey" in 2010. The company is advertising to raise awareness that its whiskey is "nurtured by Japan's four distinct seasons, its nature and its culture," an official of its overseas marketing division says. It hopes to introduce the concept to top artists and chefs in Europe and the United States and establish a good image for Japanese whiskey among them. The company is also offering headphone guides in English, French and Chinese at its distilleries in the western Japan prefecture of Osaka and the central Japan prefecture of Yamanashi. Nikka is also planning to market its products to wealthy overseas customers through affiliated dealers abroad, according to company officials. END