As a whisky enthusiast, I’ve always appreciated the artistry and tradition that goes into crafting each bottle of this fine spirit. However, the recent buzz around The House of Suntory’s new GTR-exclusive Yamazaki and Hakushu Kogei Collection (2024 Japanese Kimono Edition) has left me questioning the direction of the whisky industry. While many are hailing this limited-edition collection as a celebration of Japanese craftsmanship, I can’t help but feel that it’s veering off course.
The collaboration with Chiso, Kyoto’s renowned Kimono House, may seem like a nod to tradition, but is it really necessary in the world of whisky? The emphasis on exclusivity and premiumisation in the travel retail channel raises concerns about accessibility and inclusivity within the whisky community. Shouldn’t whisky be for everyone to enjoy, rather than a select few who can afford the hefty price tag?
The introduction of the Yamazaki Peated Malt Spanish Oak and the Hakushu Peated Malt Spanish Oak, with their intricate flavor profiles and premium packaging, may appeal to collectors and connoisseurs, but what about the average whisky lover looking for a quality dram without breaking the bank? The focus on luxury and limited availability seems to overshadow the true essence of whisky - a spirit meant to be shared and enjoyed by all.
While the industry continues to push boundaries with innovative releases and collaborations, I can’t help but long for a return to the roots of whisky-making. The simplicity of enjoying a well-crafted dram with friends, the stories behind each bottle, and the sense of community that whisky fosters are what truly make this spirit special.
In a world where exclusivity reigns supreme, perhaps it’s time to shift the focus back to what really matters - the whisky itself. Let’s raise a glass to inclusivity, affordability, and the joy of sharing a good dram with those we care about.
