Japan Spirits Association Unveils Logo to Be Found on Bottles of Authentic Japanese Whisky

(Photo: House of Suntory)

The Japan Spirits & Liqueurs Makers Association announced on Thursday the introduction of a new logo to help consumers identify whiskies that meet its industry standards. The association hopes this move will increase awareness of authentic Japanese whisky in both domestic and international markets.

JSLMA first established its Standards for Labeling Japanese Whisky in 2021, with full enforcement beginning in April 2024. The new logo, featuring the letters “JW” surrounded by “JAPANESE WHISKY” and “JSLMA” on a whisky cask, will be applied to products that comply with these standards. The trademark application has been submitted in Japan, with plans for international filings.

The new Japanese Whisky logo from the Japan Spirits & Liqueurs Makers Association.

For a whisky to be recognized as Japanese under these regulations, it must meet standards including being made with raw ingredients —including malted grains and water — exclusively from Japan. Additionally, saccharification, fermentation and distillation must take place in Japan.

The association is also working toward making its labeling standards legally binding. This includes applying for Geographical Indication status and working with the Japan National Tax Agency to establish formal regulations under the Liquor Industry Association Act.

Masaki “Mory” Morimoto, president of The House of Suntory, supports the initiative.

“The JSLMA logo is a significant milestone for improving transparency and we welcome their efforts to continue to protect the incredible reputation of Japanese Whisky around the world,” he said, adding that Suntory will begin incorporating the logo on all of its Japanese whisky products later this year.

Established in 1953, JSLMA represents 104 Western liquor manufacturers in Japan. The organization has played a key role in setting industry standards, including defining Japanese whisky’s production and labeling requirements.