Suntory aims to step up overseas exports

Japanese spirits producer Suntory is planning to increase its overseas whisky exports to 50%, up from current 10%, the company’s brand ambassador, Mike Miyamoto, has said.

Mike Miyamoto, brand ambassador of Suntory, is explaining to trade and media members that soft water is the key to making great whiskies in Japan.

“In the last five years or so, exports took off, however, we have less than 10% of our production exported abroad, most of it is still consumed at home. I’d like to see 50% sold abroad and 50% domestic market. That’s our goal,” Miyamoto told dbHK at a Suntory masterclass in Hong Kong on 14 December.

The US, the company’s oldest export market, dominates the export market share, followed by Europe, Taiwan and Singapore, Miyamoto revealed, noting that Hong Kong is an up-and-coming market for Japanese whisky where its ‘Yamazaki’, ‘Hakushu’ and ‘Hibiki’ series are available in Hong Kong and Macau through ASC Fine Wines.

Speaking of the differences between Japanese whiskies and whiskies from other countries, Miyamoto noted the use of the ‘Mizunara’ cask in Japanese whisky. A rare cask made from Japanese oak, it’s used in the Yamazaki single malt whiskies and Hibiki whiskies. The cask, however, is susceptible to leakage, breakage and is “very porous,” said the brand ambassador, requiring at least three times more work than normal casks; “a headache for coopers,” as Miyamoto put it.

According to him, Mizunara casks have to be aged on its own at least 12 years at Suntory before being used to age whiskies. This gives the spirits, “a distinctively mellow bouquet that evokes aromatic trees found in Japan”, according to the company.

Due to the small size of its whisky production, Miyamoto said he was relieved that fake whiskies or parallels were not a severe problem for Suntory, although he admitted, “it gives us sort of honour to see fake whiskies”, when asked by dbHK about counterfeits.

He noted the recent reports of fake whiskies circulating in the market are nothing new, pointing out he already spotted a fake Yamazaki single malt in Beijing two decades ago when the whisky was not even exported to that market.

“Twenty some years ago I visited Beijing, at that time Suntory 12-year-old Yamazaki single malt whisky shouldn’t be there. But at the bar I saw it, and requested it and took a sip. It was a fake. You see? It was 20 years ago!”

Jonathan Mather, general manager of ASC Fine Wines Hong Kong & Macau, noted that ASC has added a special proof tag on the neck band of all bottles as part of its anti-fraud effort.

Brown-Forman, the company that makes Jack Daniel’s, told the Guardian in a report earlier that around 30% of all alcohol sold in China is fake.