Suntory takes on growing whisky market

Suntory, the pioneer of Japanese Whisky, is more than doubling supplies of its premium whiskies in the Australian market as consumption grows.

“Whisky consumption is increasing in Australia,” said Ian Atherton, Suntory Australia Managing Director. “Whisky represents a quarter of the entire spirits market, and Australians now drink almost 19 million glasses of whisky every month*. Interestingly, the number of 25-34 year olds drinking whisky has doubled in the past six years, highlighting whisky’s popularity.

“We see Japanese Whisky as being a particular growth area, as it is ideally suited for the Australian market. Suntory Whisky has a subtle, refined, yet complex flavour which is different to Scotch Whisky and Irish/American Whiskey. Intended to be paired with food, Suntory Whisky is crafted to accompany a range of flavours – from traditional Japanese to Asian fusion, and from French cuisine to modern Australian fare.”

The Yamazaki Distillery was established near Kyoto in 1923 by Shinjiro Torii. Inspired by traditional Scottish whisky, Torii envisioned a Japanese approach and chose a terrain and climate completely different to Scotland to create a unique taste, while reflecting the best of Japanese natureand craftsmanship.


Suntory Whisky has been named ‘Distiller of the Year’ three times at the International Spirits Challenge (2010, 2012 & 2013) and won numerous accolades for the individual whiskies. Now, from May 2014, the renowned Japanese house will be extending its range of luxury whiskies in the Australian market.Brands include:

• Yamazaki – the original Japanese whisky and Suntory’s flagship single malt. Yamazaki is multi-layered with the aromas of fruit and Mizunara Oak. Today, Yamazaki is the leading single malt whisky sold in Japan, and enjoyed in more than 35 countries.

• Hakushu – produced from Suntory’s mountain distillery located in the forests of Mount Kaikomagatake, Hakushu is a herbal and gently smoky single malt. Created from the pure waters of the Southern Japanese Alps, Hakushu is a ‘green and fresh’ whisky that offers a crisp and vibrant taste. Hakushu Distillery was constructed in 1973 by Shinjiro Torii’s son, Keizo Saji, in a quest for further innovation.

• Hibiki – embodies the soul of Japanese craftsmanship, and is a harmonious blend of various whiskies including those produced by the Yamazaki and Hakushu distilleries. Hibiki represents true harmony, and is the paragon of the ‘Art of Japanese Whisky’, resonating from nature. The bottle design reflects the subtleties found in the 24 seasons of the traditional Japanese lunar calendar.

“Suntory Whisky has a refined flavour that holds appeal with both whisky connoisseurs and those just starting to enjoy whisky,” added Atherton. “Hakushu in particular has been gaining in popularity among female drinkers around the world, especially when consumed as a Highball – accompanied with soda water and a garnish such as a mint leaf, or a lemon wedge to accompany a Yamazaki Highball. With our warm climate, I predict the Hakushu and Yamazaki Highballs will prove very popular in Australia.

“We’re also very pleased to introduce the Yamazaki and Hakushu Distiller’s Reserve to the Australian market, as they offer a more accessible introduction to Suntory Whisky. These whiskies represent the ‘young talent’, or young malt whiskies that have been hand selected by a team of blenders,” commented Atherton. “Distiller’s Reserve represents the House of Suntory’s ongoing commitment to innovation and to challenge what a Japanese whisky can be, and provides drinkers with a fantastic entry point to experience Japanese whisky.”

Six varieties of Suntory Whisky will be available in liquor stores, bars and restaurants around Australia from May, including: Yamazaki Distiller’s Reserve $80 Hakushu Distiller’s Reserve $80 Yamazaki 12 year old $110 Hakushu 12 year old $110 Hibiki 12 year old $110 Hibiki 17 year old $150

For more information about Suntory Whisky, including awards and the company’s history of innovation, please visit:

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