The Rise, Fall, and Rise of Japanese Whisky (& Suntory)

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[Absraction]

I work for suntory and often give "the history of japanese whisky" talk, you did a fantastic job and I even learned a few things I didn't know. Well done.

[Curt_Sampson]

Here in Japan, ハイボール _(haibouru)_ means specifically a whiskey soda, rather than having the more general meaning that it does in English. The general meaning is known, however; shouchu mixed with a mixer is called a "chu-hi, " which is said to be short for "shouchu highball."

I'd not known that Suntory bought Jim Beam. That explains why Jim Beam highballs, specifically, are now so widely advertised in bars and restaurants here, about as often as Suntory whisky highballs now.

[PetsoKamagaya]

Excellent video! Glad you included Taketsuru and his wife in your research. An "asadora" that dramatized Taketsuru's contributions to Nikka Whiskey (now part of Asahi, rival to Suntory) was broadcast by NHK over a 6 month period in 2014 and 2015 and it was a HUUUGE TV hit in Japan. That drama raised awareness even in Japan of the high quality whiskeys made both by Suntory and Nikka. As you mentioned, in Suntory's early days, Taketsuru decided to go independent from Suntory, but the Suntory president was very generous and even invested in Taketsuru's next endeavor. The TV drama really made high end Nikka and Suntory whiskeys very hard to find in Japan because they were continually selling out. Rita, who was Scottish, endured tremendous challenges during the war years because she was seen as an enemy but she stuck with Taketsuru until her death in Japan in 1961. As some commented below, if you can find a gal like Rita to be your wife, you will be a very lucky guy. Taketsuru would not have succeeded without her support.

[banther]

Everyone should have a person like Rita in their lives. I hope I will

[georgehelliar]

I love the probably apocryphal story that because the shape of the still is so important to the taste of the final product, early Japanese producers replicated the shape of the macallan stills down to the dents.
I just wish I could still afford any Japanese whisky - prices have risen five-fold since I started drinking it 15 years ago. Yamazaki 18 is one of my all time favourites - it consistently came top in our blind tests.

[zmcnulty]

Slight correction: Suntory's original location was in the Nishi district of Osaka, not Nishi-Shinjuku in Tokyo. Torii wanted the distillery closer to major cities like Osaka and Tokyo because it took like three days to get to Hokkaido back then.

[vertigq]

Great overview! Glad you mentioned the importance of Lost in Translation- it’s absolutely the first thing I think of when I hear “suntory whiskey”!

[samosational]

What a great video! I lived in Yoichi, Hokkaido from 2014 - 2017 and the Nikka Whiskey distillery played a big part in the local community. This video was a lovely trip down memory lane, thanks!

[mckengineer]

If you tap in the search, Dewars White Label, you’ll find out where Suntory were coming from with their original product. You’ll also notice that Tommy Dewar introduced the ‘high ball’ to New York. In the UK this drink is a ‘scotch and soda’ you add as much or as little soda as you like…and have it with or without lemon. As a 2:1 mix soda to scotch, it, along with gin and tonic, became the classic drink across the clubs and bars of the British Empire. It’s a favourite amongst my Indian friends. It’s probably the only way to drink Bells, in fact it’s so closely associated with Bells, that Bells & soda is synonymous 😁

[mich_elle_x]

Never ever imagined that Asianometry will anytime make a video about... Whiskey. The breadth of topics covered by this channel will never stop to surprise me.

[guguscasian]

The court of king lebron james of Scotland?

[domdf]

By pure coincidence I've just finished reading You Only Live Twice, and was really taken by Fleming's description of Japanese food and drink. Will have to get some Japanese Whisky to try.

[Lochamp]

The 24-edged bottle of Hibiki brand whiskey Suntory had a few years ago was beautiful. Very distinctive design.

[ntabile]

I remember a Suntory commercial in the 70s in the Philippines: " Suntory, Suntory Red Whiskey, De Qalidad!"

[truebras]

I remember the days before before the Japanese Bubble burst.
If you are an executive or even “salaryman” you would give and receive whiskey bottles. That was the sign that you are appreciated or achieve goals. Pretty much standard etiquette in the business world over there. Or even when you worked with a Japanese company. My father was never much of alcohol drinker. So, over the years, the alcohol cabinet start to get smaller and smaller.
Even in my twenties when I started to do some traveling abroad my father used to ask me to buy one of boxes of Japanese and non Japanese whiskey.
So, only on sales of whiskey as gift, there was a tremendous market.
I really didn’t pay much attention about Japanese whiskey consumption after the Japanese economic crisis started. Kind of coincides with time that my father retired.
Part of history of how the whiskey was first produced in Japan is well know, but I never new what happened from 1970’s and beyond.
Another note. Suntory built and operated high end restaurants in major metropolitan cities in US. However, in the late 80’s or early 90’s, sadly, they closed.
I know that the one in San Francisco did, I don’t know if the on in NY did it too. Good video!

[kevinbarry]

I have a vague memory of watching an episode of 60 Minutes, news show in the United States in the 1980s. Talking about Japanese whiskey, back when everyone was afraid of Japan, they got some alleged experts together and blind taste test, and Japanese whiskey against authentic scotch. As I recall, a lot of them, seem to have trouble telling the difference.

[jiriwichern]

In the wake of the first Japanese whisky boom, beside the large producers like Suntory, Kirin and Nikka, a number of smaller distilleries have opened up in Japan. They have a more artisanal approach to making whisky, with many surprisingly good results. Chichibu and Mars Shinshu are my two favourites. I've been able to visit them both when they were still upcoming. Unfortunately nowadays, their bottlings are extremely difficult to get outside of Japan (unless you bring the big $$$). Then there is White oak / Eigashima which started producing whisky to have something to do during the sake-making off-season and found out there was actually an audience for their, sometimes 'weird' products. Their main lineup is at least available outside of Japan for decent prices, but not as impressive as their 'weirder' bottlings.
In recent years a third wave of distilleries is setting up shop (Akkeshi, Nagahama, Kanosuke) and Mars built a second distillery (Hombro). Nagahama must have financed their startup with releasing Amahagan world blends. I haven't been able to catch something from the other distilleries yet. Let's hope some of that stuff will actually become available.

[four...]

13:20 Oh my god, it's that scene from An Autumn Afternoon! I love that movie, I even have part of that clip uploaded on my channel, I'm really glad you showed it.

[joesterling]

I hadn't heard of Suntory until *Lost in Translation.* And even then, I thought it might have been a fictitious brand just for the movie. It didn't take me long to discover it was very real after that. Thank you for the detailed history. Very nicely done.

[captainpoptarts]

Different than all the recent videos on technology, but interesting nonetheless.