Suntory plans to boost their production by 2027 to meet the growing global demand. The premium Japanese whisky manufacturer are currently renovating their Yamazaki and Hakushu distilleries, investing around £55 million to expand. Over the past decade, they’ve spent over £500 million to increase production.

Whisky takes time to mature, so the increase in output won’t occur until around 2027. Even so, Suntory are determined to meet the rising demand, especially after their Yamazaki 55 Years Old sold for up to £635,000 at auctions.

Japanese whisky is continuing to gain huge popularity in overseas market, making it the second most valuable whisky category in the secondary market. 

To ensure the quality and authenticity of Japanese whisky, major distillers in Japan including Suntory, Nikka, and Kirin have agreed to establish voluntary standards through the Japan Spirits & Liqueurs Makers Association. These standards will come into effect from April 2024, they will specify that Japanese whisky must be made with malt and water from Japan. Whisky made from rice by craft brewers will no longer be considered Japanese whisky.