4 Key Elements of Japanese Whiskey’s Success
Japanese Whiskey’s Renaissance
In 2015 Jim Murray, journalist and whisky writer, chose Yamazaki Sherry Cask 2013 for the best whiskey of 2015. It was the first time that Japanese Whiskey won this chart. It was a symbolic event for them.
Since that momentous occasion, the Japanese whiskey industry has witnessed a meteoric rise, carving out a significant niche in the global spirits market.
This surge in popularity can be attributed to a series of factors which synergistically propelled Japanese whiskey to the forefront. Let us explore the intriguing resurgence of this fine spirit, unraveling the intricacies that have contributed to Japan’s triumph in the whiskey sector.
A Rapid Ascent in the Land of the Rising Sun
The Scotch Whisky industry boasts a history that spans over 300 years, a stark contrast to Japan, which began its whisky production journey in 1924 with the introduction of SUNTORY Yamazaki single malt. Despite the substantial historical gap, Japan has rapidly caught up, forging a strong presence in the global whisky scene. How were they able to achieve such swift success?
Key Elements of Japan’s Success
1. The Legacy of Taketsuru Masataka
Any discourse on the success of Japanese whiskey would be incomplete without acknowledging the seminal contributions of Taketsuru Masataka. Often heralded as the father of Japanese whiskey, Masataka ventured to Scotland from 1918 to 1921 to master the secrets of scotch whiskey production. Armed with this knowledge, he pioneered Japan’s whiskey industry, instilling a passion and artistry that have propelled it to astonishing heights.
He consistently emphasized the significant role of geological elements in influencing the taste and aroma of whiskey. Consequently, he believed that whiskey embodies the essence of its region of origin, and he tirelessly sought areas in Japan that mirrored the Scottish terrain, where the finest whiskies are traditionally made. On a personal front, he married to a Scottish woman, Rita. This unwavering dedication, combined with a multifaceted understanding of Scottish culture, fostered a deep appreciation and mastery over the art of whiskey making.
2. Adventages of Japanese Terroir
Rita, who hailed from Scotland and was the wife of Taketsuru Masataka, fell in love with the natural surroundings of Yoichi, Hokkaido, due to its climate which resembled that of her home country. Taketsuru concurred, noting that even the location of Suntory Whiskey, situated in Yamazaki, Osaka, had a similar advantage. Despite Suntory being a rival to his own company, Nikka, he acknowledged that Yamazaki offers the perfect conditions for crafting traditional Scotch-style whiskey. These two examples showcase that Japan boasts ideal locations for whiskey production, and the Japanese pioneers have done an excellent job in identifying the right places.”
3. Improving Systems for Quality Control
Prior to 1930, the Japanese whiskey market wasn’t heavily regulated, which led to the presence of many counterfeit products. These were often labeled and marketed as authentic whiskey, despite containing no whiskey spirit at all — Taketsuru consistently referred to them as ‘fake’. Thankfully, due to the efforts of numerous pioneers, the system began to evolve gradually. Initially, Japan categorized their whiskey into three distinct levels:
- Special (containing more than 15% whiskey spirit)
- 1st grade (containing 7% to 15% whiskey spirit)
- 2nd grade (containing 0% to 7% whiskey spirit)
This categorization, unfortunately, facilitated the circulation of counterfeit whiskey. However, in response to appeals from early whiskey distillers, the criteria for these ratings became progressively stricter. The government adapted to these calls for change, tightening the standards over time, which ultimately benefited consumers by ensuring the availability of higher quality whiskies.”
4. Back to Basics
Japanese whiskey production is renowned for its unwavering focus on formality and etiquette, a commitment that sometimes necessitates enduring inconveniences to maintain core values and principles. This meticulous approach, however, has faced criticism for aligning more closely with traditional Scottish techniques than forging a unique Japanese identity. Despite this, it sets a benchmark of uncompromising quality, paving the way for a diverse and dynamic evolution within the industry. While perceived as somewhat conservative, this approach consistently yields captivating and intriguing products, embodying a harmonious fusion of time-honored tradition and forward-thinking innovation.
Conclusion: A Conservative Approach Cultivating Diversity
In the world of whiskey making, Japan has stayed true to a conservative, traditional approach. But instead of holding them back, this approach has allowed them to develop a unique style where the special features of Japanese whiskey shine through. Over time, it has become clear that sticking to the old ways has actually brought about a fresh and unique transformation. This journey has its own touch of irony. While Japan is often celebrated for its sake and beer, it’s this conservative attitude in whiskey production that’s bringing a new kind of diversity to Japan’s alcohol scene. It’s a vivid reminder that even a conservative approach can spark innovation and add a rich and varied flavor to Japan’s well-loved alcohol culture.
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