StateWays ■ www.stateways.com ■ January/February 2016 24
receiving large allocations, since the category's fi rst big
push was carefully controlled.
"By only exporting a limited quantity to the United
States in the early 2000s, the Japanese were able to hook
a niche group of whiskey drinkers," explains Erin Rober-
tie, Liquor Department Manager of Hazel's Beverage
World, a 35,000-square foot retail store in Boulder,
Colorado. "Almost a novelty, Japanese malts entered the
market as something different. Something a little weird."
In this way, connoisseurs were encouraged to set the
reputation of Japanese whisky. They liked what they drank.
Japanese whisky gained status among American consum-
ers as an approachable, nuanced alternative to Scotch.
Demand increased. Then, when Suntory whiskies
won a slew of global awards between 2010 and 2012,
demand exploded.
B
ottles do not last long on store shelves. Shipments
are limited. Connoisseurs and curious drinkers
grab what they can. The cost to purchase can rise
well beyond the suggested retail price.
This may sound like a description of the diffi culty in
acquiring Pappy Van Winkle Bourbons, whose quality
and scarcity have lifted the brand into legendary (and ex-
pensive) status, but it's not. The entire Japanese whisky
category currently experiences the same challenges. Is this
good for the category? And how did we get here?
MEASURED EXPOSURE
Numerous factors are behind the current Japanese
whisky craze. Distillers set aside a good portion of their
output for domestic markets, which leaves less juice for
the rest of the world. However, America was not always
Demand for Japanese Whisky
in America Outweighs Supply
BY KYLE SWARTZ
LEADING JAPANESE WHISKY BRANDS IN THE CONTROL STATES, 2012-2014
(9-Liter Cases) '13/'14
Brand Supplier 2012 2013 2014 % Chg
Suntory Yamazki Beam Suntory 736 856 1,290 50.7%
Suntory Hiniki Beam Suntory 31 112 266 137.5%
Nikka Anchor Distilling -- 103 299 190.3%
The Hakushu Beam Suntory 2 23 65 182.6%
Yoichi Anchor Distilling -- 9 25 177.8%
Top Five Leading Brands 769 1,103 1,945 76.3%
Source: The Beverage Information & Insights Group from NABCA data.