![]() ![]() Consequently, the most acclaimed whisky consumption way in Japan is the highball in which whisky is mixed with sparkling water and lot of ice in order to be served during the meal ( more info on the Highball). In fact, because of cultural reasons, they generally consume alcoholic beverages accompanied by food. ![]() Since then, Japanese people were not really concerned about these older versions, which despite high prices are still sold like hotcakes in Europe and all around the world. To make up for this inexorable scarcity of old whiskies, Suntory had already begun to prepare a strategy by integrating into its permanent range of whisky both Distiller's Reserve, and recently the Hibiki Japanese Harmony, but also by increasing the price of all its aged products in order to reduce the depletion over the coming years.īut since a few months the success raised by Massan changed everything in Japan, creating for Japanese people a renewed interest in their domestic premium whisky that precipitated the 2 main producers, Nikka and Suntory, into critical situation that they had not really anticipated, at least not with such magnitude. Over the past 10 years, aged versions of Hibiki, Yamazaki, Hakushu and other Taketsuru, Yoichi or Miyagikyo collected many awards in the most famous international competitions, inducing a growing number of bottles sold overseas and consequently a rapid but more or less controlled depletion of old whiskies stocks used into the composition of all the aged versions. And as surprising as it may seem, it might be starting by a TV show named Massanbroadcasted on NHK which forced Japanese producers to tighten the taps faster than expected to try to avoid a brutal worldwide break of their stocks. What's going on in Japan ? Since a few weeks, a breath of panic is blowing on the Japanese whisky industry. ![]()
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