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The House of Suntory meets the implementation of Japanese Whisky labelling standards
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Thursday, 25 April, 2024, 16 : 00 PM [IST]
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Our Bureau, Mumbai
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The House of Suntory welcomes the voluntary designation of ‘Japanese Whisky’ established by the Japan Spirits & Liqueurs Makers Association (JSLMA) which will usher in a new era of transparency within the industry that champions the culture and craftsmanship that have vaulted Japanese Whisky to the top of the whisky world.
In 2021, JSLMA announced a new set of standards to curb the spread of products misleadingly labelled as ‘Japanese Whisky.’ Labelling standards were enacted on April 1, 2021, with a three-year transition period for members of the association to comply. This action was an important first step toward protecting authentic Japanese Whisky, which has grown into one of the most prestigious spirits categories in the world.
As the founding house and pioneer of Japanese Whisky, the brand confirmed that it will continue to take a leadership role in protecting and increasing awareness for the category through ongoing consumer and trade education initiatives about what properly constitutes a Japanese Whisky.
Since the establishment of the Yamazaki Distillery — Japan’s oldest malt whisky distillery — in 1923, the brand has been crafting award-winning spirits such as Yamazaki, Hakushu, and Hibiki whiskies and played a pivotal role in elevating the category to new heights. The brand has confirmed that all exported Suntory Japanese Whisky products are 100% distilled, matured, and bottled in Japan and compliant with the new production and labelling standards. The brands include The Yamazaki Single Malt Japanese Whisky, The Hakushu Single Malt Japanese Whisky, The Chita Single Grain Japanese Whisky, Hibiki Blended Japanese Whisky, Toki Blended Japanese Whisky, and Suntory Whisky “Kakubin” Blended Japanese Whisky.
Masaki Morimoto, president of The House of Suntory, said, “As a pioneer and leading company dedicated to authenticity, we believe the designation will help uphold the integrity of and further vitalize the category. This is a milestone not just for Suntory, but for our entire industry, as well as being a great day for whisky lovers globally. Suntory is proud to be one of the producers for whom all of their officially exported whiskies available are 100% compliant. Tradition, quality, and innovation are at the heart of everything we do, and we are proud to continue showcasing these through artful distilling and blending.”
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