Japanese Whiisky Gets New Laws to Deter Imposters
Overseas demand for Japanese whiskies has surged in recent years, sending prices sky-high, especially for the rarer older varieties. Now, the industry is developing stricter standards to deter imitators.
Consumers and producers are also becoming concerned about the emergence of products marketed as “Japanese whisky”. These products may have been made elsewhere – or sometimes is not even whisky at all.
According to the Japan Spirits and Liqueurs Makers Association, Japanese whisky has a new definition as of Monday, April 1. It must be made with Japanese water and whisky barrels must be stored in Japan for three years before being called Japanese whisky.
New Japanese Whisky Rules Will Protect Brands
Notably, violators of the law and its processes will not face sanctions. However, manufacturers have hailed the new industry standard as a way to safeguard the image of their tipples around the globe.
“We believe this will further improve the reputation (of Japanese whisky) because it makes it easier for our international customers to distinguish it from other products,” major producer Suntory told AFP.
Currently, Japan has 100 distilleries and its whisky is gaining increasing respect worldwide. In 2022, annual exports of Japanese whisky topped 56 billion yen ($370 million) – 14 times what they were a decade earlier. the industry has recognized its spirits with several brands winning international awards.
The new laws will engender larger investments and build consumer confidence in Japanese beverages.
International awards have been won by Nikka Whisky’s Yoichi 10 and Yamazaki 12 whiskies, and distillers are now planning production decades in advance to keep up with demand.
The Suntory drink Hibiki 17 played a major role in the 2003 hit movie Lost in Translation, in which the character played by Bill Murray endorsed the drink with the line, “Make it Suntory time for relaxation.
In addition, Suntory has announced that they will raise the prices on 117 of their unique products, including Hibiki and Yamazaki lines. Prices will increase on April 1st and Japanese whisky lovers will be paying up to 100% more.
