Suntory: The Art of Whisky and Innovation

Even if you didn’t know that Japan had a thriving spirits industry, you’ve likely heard of Suntory. For over a century, Suntory has been at the forefront of Japanese whisky, inspiring brilliance through rich experiences in harmony with nature. This ethos is not just a slogan; it defines their approach to crafting exceptional spirits that enhance our daily lives.

Celebrating the craftsmanship of Japanese whisky.

A Legacy of Craftsmanship

Founded as a family business by Shinjiro Torii in 1899 in Osaka, Suntory has grown into a global giant, offering a diverse portfolio of beverages, including iconic brands like Yamazaki and Hibiki, as well as American classics like Jim Beam and Maker’s Mark. The company philosophy, “Yatte Minahare!” echoes Torii’s adventurous spirit, urging us to dream big and embrace innovation.

The Birth of Japanese Whisky

In 1923, Torii set out to create a whisky attuned to Japanese tastes, a bold move in a culture dominated by imported spirits. His journey led him to Yamazaki, southwest of Kyoto, renowned for its pure water source. Initial attempts at distillation were fraught with difficulties, yet Torii’s relentless spirit persevered. After years of struggling, the release of Kakubin in 1937 not only marked a pivotal success for Suntory but also paved the way for the Japanese whisky renaissance.

The Highball Revolution

The 1950s heralded a new era as Suntory embraced the post-war culture by opening Torys Bars across Japan. These bars brought together office workers seeking affordable yet quality whisky. The introduction of the highball—a refreshing mix of whisky and soda—underscored a shift, making whisky approachable for the masses and dispelling the image of it being a drink reserved for the elite.

As time passed, the whisky market faced challenges. By 2007, perceptions of whisky as outdated and exclusive took hold, leading to a decline. However, in a bold move, Suntory launched the Highball Revival Project in 2008, aiming to reclaim the highball’s place among younger consumers. This initiative redefined whisky drinking culture, reinvigorating interest and driving sales.

The casual sophistication of Torys Bars.

Embracing the Ready-to-Drink Trend

Building on the success of the highball, Suntory’s innovations continued with the launch of -196 in 2005. This canned drink employs FCI (Freeze Crush Infusion) technology, offering vibrant flavors that have captured a diverse audience across Asia and beyond. Expanding into international markets, particularly with tailored versions for Australia and China, -196 is redefining casual drinking.

Future Aspirations: MARU-HI

Looking forward, Suntory aims to lead the ready-to-drink sector globally by 2030, targeting a market projected to reach nearly $50 billion. Announcing the arrival of MARU-HI in January 2025, Suntory is set to captivate American audiences with flavors inspired by traditional Japanese citrus blends. This reflects a profound commitment to melding craftsmanship with cultural authenticity.

“Our company possesses superior liquid design skills and craftsmanship cultivated through more than 100 years, along with the RTD business expertise gained in Japan,” stated Sho Semba, president of Suntory RTD Company. It’s this combination of innovation and a deep understanding of cultural flavors that drives Suntory.

Conclusion: Crafting Connections

Suntory’s journey from traditional whisky distillation to pioneering the ready-to-drink revolution illustrates an impressive blend of heritage and innovation. Each product weaves a thread connecting diverse cultures and experiences, truly embodying the mission to inspire the brilliance of life through rich experiences. With every bottle, we toast not just to exceptional spirits but to a legacy that continues to evolve and inspire.

Exploring Suntory’s diverse product range.