Japanese whiskey, gin, and vodka consumption exploding in US
The popularity of Japanese whiskey is soaring in the US. In 2010, the US imported about $1 million worth of whiskey from Japan.
That rose to $50 million in 2019.
It is a trend that doesn’t look likely to stop any time soon.
A decade from now Japan might rival the UK, Ireland, and Canada in providing the US its most popular liquor.
It’s been a long time coming. The Japanese have made great whiskey for almost a century.
A representative from Suntory told Quartz they believed the increase was a result of two important events.
In 2013, Suntory acquired Beam Inc., the owner of popular whiskey brands Jim Beam and Maker’s Mark, for $16 billion.
The acquisition expanded Suntory’s distribution network globally, making it easier to meet the US market’s demands.
Then in 2014, Suntory’s Yamazaki Sherry Cask was named the best whiskey in the world by influential whiskey reviewer Jim Murray.
It was the first time Murray recognized a Japanese whiskey, and Suntory believes this gained the world’s attention and boosted overseas demand.
Japan’s whiskey exports
have risen across the globe. Not including those to the US, worldwide they surged from $50 million in 2014 to $130 million in 2019, according to data from the International Trade Centre.
Quartz
https://qz.com/1804467/japanese-whiskey-gin-and-vodka-consumption-exploding-in-us/