NEWS
SUNTORY TO HIKE PRICES FOR PREMIUM JAPANESE WHISKIES BY UP TO 28%
By Siulan Law Mathews DipWSET
13-12-2021
Source: Suntory
Suntory, the most famous Japanese whisky maker, will be raising the suggested retail prices of their most famed brands by up to 28 percent in April 2022.
The company said the price increase will allow them to expand capacity and quality further to meet customer expectations.
The brands affected including premium Yamazaki, Hakushu and Hibiki, as well as a range of imported products including Scotch whiskies the company brings into Japan. While the increase concerns the Japanese market, it will eventually reach export markets as well.
Suntory said in a press release issued last month that despite the aggressive capital invested into expansion and increasing capacity, they still cannot meet customer demand.
The have decided therefore to increase the prices of their premium brands to allow for further expansion.
The price hikes, which will take affect in April, 2022 are as follows:
Hibiki 30 Year-Old - 28% Increase
Hibiki 21 Year-Old - 28% Increase
Hibiki Blender's Choice - 20% Increase
Hibiki Japanese Harmony - 10% Increase
Yamazaki 25 Year-Old - 28% Increase
Yamazaki 18 Year-Old - 28% Increase
Yamazaki 12 Year-Old - 21% Increase
Yamazaki No Age Statement - 7% Increase
Hakushu 25 Year-Old - 28% Increase
Hakushu 18 Year-Old - 28% Increase
Hakushu 12 Year-Old - 18% Increase
Hakushu NAS - 7% Increase
Beyond these products, prices of some Macallan and Glenfiddich expressions imported into Japan will be increased as well, but the press release did not mention how steep will be the price hike.
Given that Japanese whiskies with age statement are still in short supply with very high resale value, it is unlikely that the price hike will affect their demands.
More likely than not, this hike would make these whiskies even more inaccesible to the regular drinkers and fans who found it difficult to compete with traders who would buy the stocks to resell.
(the writer can be contacted at: info@thewinechronicle.com)
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