House of Suntory Endorses, Vows to ‘Take a Leadership Role’ in Honoring New Japanese Whisky Labeling Requirements

Suntory announced that its exported whiskies were “100%” compliant with the new standards for Japanese whisky. (Photo: House of Suntory)

The House of Suntory announced on Thursday that all of the brand’s exported whiskies are “100% compliant” with the new labeling requirements from the Japan Spirits & Liqueurs Makers Association and that the brand would “continue to take a leadership role” in championing transparency within the realm of Japanese whisky.

“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,” House of Suntory President Masaki Morimoto said in a statement. “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.”

For Suntory to meet the regulations the JSLMA introduced in April 2021, the brand must meet several qualifications to ensure its whiskies are authentically Japanese.

The regulations state producers must use water extracted in Japan, and saccharification, fermentation and distillation must occur at a Japanese distillery. Additionally, the whiskies must be distilled to no greater than 95% ABV, and the spirits must be aged in wooden casks in Japan for a minimum of three years. The whiskies must be bottled in Japan to a strength of at least 40% ABV. Plain caramel coloring is allowed in Japanese whisky, according to the JSLMA standards.

Suntory shared that its Yamazaki Single Malt Japanese Whisky, Hakushu Single Malt Japanese Whisky, Chita Single Grain Japanese Whisky, Hibiki Blended Japanese Whisky, Toki Blended Japanese Whisky, Suntory Whisky “Kakubin” Blended Japanese Whisky, Suntory Old Blended Japanese Whisky, Suntory Royal Blended Japanese Whisky and Suntory Special Reserve Blended Japanese Whisky all met the requirements.

These labeling requirements mark a major milestone for both the century-old brand and Japanese whisky as a whole.

A lack of regulations defining what made a Japanese whisky quintessentially Japanese initiated the JSLMA — a non-government agency — stepping in and defining the category. Before the rules were passed, an “unfortunate” trend of brands importing whiskies and labeling them as Japanese led to backlash from consumers and whisky producers alike.

The JSLMA claimed that the new rules would be enforced internally to ensure authenticity.

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