Embodying the beliefs of founder Shinjiro Torii, Suntory Japanese Whisky exists to “enrich people’s lives”.
The accounts and statements in this site form the DNA of the House of Suntory Whisky Brands. These truths shape the brands and help to define their future direction.
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THE DECK
MOMENTS
Embodying the beliefs of founder ShinjiroTorii, Suntory Japanese Whisky exists to “enrich people’s lives” by offering products and experiences rooted in the three pillars:
•Inspired by Harmony with Japanese Nature (WA)
•Elevated by Japanese Craftsmanship (Monozukuri)
•Enjoyed as Authentic Japanese Cultural Experience (Omotenashi)
•Inspired by Harmony with Japanese Nature (WA)
•Elevated by Japanese Craftsmanship (Monozukuri)
•Enjoyed as Authentic Japanese Cultural Experience (Omotenashi)
Suntory Whisky Timeline
1879
Shinjiro Torii born in Osaka
1899
Shinjiro Torii founded the Torii Shoten store in Osaka.
1906
Shinjiro changed the company name from Torii Shoten store to Kotobukiya Yoshu (Western Liquor) store.
1907
Shinjiro’s first original product, Akadama Sweet Wine was launched and gained big success.
1919
Suntory’s first plant, built to keep up with production demand of Akadama
1921
Shinjiro changed the company name to Kotobukiya Ltd
1931
Kotobukiya held Japan’s 1st Cocktail competition
1938
Suntory “Bar Room” was opened in Osaka to create Spirits Culture in Japan.
1956
“Yoshu Tengoku” (in store lifestyle PR magazine) was published to promote “food pairing”.
Launch of Hermes Vodka
Suntory's first Vodka
Suntory's first Vodka
1961
Suntory museum founded.
2006 moved to Tokyo Midtown location designed by Kengo Kuma
2006 moved to Tokyo Midtown location designed by Kengo Kuma
1978
Launch of Juhyo Suntory Mild Vodka
1980
Launch of Suntory Vodka
1986
“In pursuit for the most beautiful harmony” was the vision behind Suntory Hall - Japan’s first concert hall designed by Shoichi Sano in “vineyard style”.
1995
Launch of Suntory Ice Vodka
2013
Launch of AO
2014
SUNTORY’S ACQUISITION OF BEAM
2018
Launch of Haku Japanese Craft Vodka
People
A FAMILY OF MASTER BLENDERS
The Pioneer
Shinjiro Torii
Legendary Founder Shinjiro Torii has been embraced throughout history with many names.
Nicknamed, "The Nose of Osaka", Shinjiro Torii is a true pioneer that paved the way to create Western-Style Liquors to suit the Japanese palate.
Shinjiro is Japan’s first Master Blender and the Father of Japanese Whisky.
But most importantly, what consistently drove Shinjiro was his desire to enrich the lives of the Japanese people with the spirit of Yatte Minahare – a never give up attitude for challenging market conventions and pioneering change.
Born in Osaka on January 30th, 1879, 26 years after Commodore Mathew Perry first docked in Japan, Shinjiro grew up in the Meiji Period where Western culture and civilization began to influence Japan. Shinjiro was well known to be one of the early adopters of Western culture, known as “haikala” meaning aspiring to the “high collar” Western lifestyle as a symbol of modernity. Ending his schooling at age thirteen, Torii entered into an apprenticeship at Konishi Gisuke Shoten a pharmaceutical wholesaler in Osaka that also imported quality Western liquors. Shinjiro became fascinated with blending, spending most of his teen age years mastering techniques and developing both his nose and palate. By 1899, Shinjiro builds quite a reputation for himself, and opens his first business Torii Shoten in Osaka at the young age of twenty.
He began his business with the import of Spanish wines, but fails miserably as the authentic taste of Spanish wine is too robust and foreign for the Japanese public. This hard lesson costs Shinjiro his savings and convinces him to create his first original blend, fit for the palate of the Japanese people. He names his product Akadama (Red Circle) Port Wine in tribute to the land of the rising sun. He features a red circle on the wine label to symbolize the Sun as Shinjiro believed that “sun gives life to all beings”. With the huge success of the launch of the Akadama Port Wine in 1907, Shinjiro built his first plant, The Osaka Plant in 1919.
The success of Akadama Port Wine encourages Shinjiro to bet on his dream. A dream to create an original Japanese whisky blessed with the riches of Japanese Nature and Craftsmanship (Monozukuri). Despite the resistance of his family and colleagues, Shinjiro invests his whole fortune to start construction of Yamazaki Distillery – Japan’s first malt whisky distillery in1923. Through trial and error, Shinjiro finally succeeds in launching Suntory Whisky nicknamed Kakubin in 1937, what would later become the #1 selling Japanese whisky of all time - the proud origin of Japanese Whisky.
Shinjiro is Japan’s first Master Blender and the Father of Japanese Whisky.
But most importantly, what consistently drove Shinjiro was his desire to enrich the lives of the Japanese people with the spirit of Yatte Minahare – a never give up attitude for challenging market conventions and pioneering change.
Born in Osaka on January 30th, 1879, 26 years after Commodore Mathew Perry first docked in Japan, Shinjiro grew up in the Meiji Period where Western culture and civilization began to influence Japan. Shinjiro was well known to be one of the early adopters of Western culture, known as “haikala” meaning aspiring to the “high collar” Western lifestyle as a symbol of modernity. Ending his schooling at age thirteen, Torii entered into an apprenticeship at Konishi Gisuke Shoten a pharmaceutical wholesaler in Osaka that also imported quality Western liquors. Shinjiro became fascinated with blending, spending most of his teen age years mastering techniques and developing both his nose and palate. By 1899, Shinjiro builds quite a reputation for himself, and opens his first business Torii Shoten in Osaka at the young age of twenty.
He began his business with the import of Spanish wines, but fails miserably as the authentic taste of Spanish wine is too robust and foreign for the Japanese public. This hard lesson costs Shinjiro his savings and convinces him to create his first original blend, fit for the palate of the Japanese people. He names his product Akadama (Red Circle) Port Wine in tribute to the land of the rising sun. He features a red circle on the wine label to symbolize the Sun as Shinjiro believed that “sun gives life to all beings”. With the huge success of the launch of the Akadama Port Wine in 1907, Shinjiro built his first plant, The Osaka Plant in 1919.
The success of Akadama Port Wine encourages Shinjiro to bet on his dream. A dream to create an original Japanese whisky blessed with the riches of Japanese Nature and Craftsmanship (Monozukuri). Despite the resistance of his family and colleagues, Shinjiro invests his whole fortune to start construction of Yamazaki Distillery – Japan’s first malt whisky distillery in1923. Through trial and error, Shinjiro finally succeeds in launching Suntory Whisky nicknamed Kakubin in 1937, what would later become the #1 selling Japanese whisky of all time - the proud origin of Japanese Whisky.
Dreamer
Japan was importing wines and whiskies from distant countries across the sea, but Shinjiro remained true to his lifelong dream that he would create spirits made with the riches of Japanese nature and craftsmanship (Monozukuri) that one day would surpass the quality levels of the Western spirits
Visionary
Everything Shinjiro set out to do was new to Japan.
He introduced wine, whisky, gin, vodka and bitters to ordinary Japanese people who had never even heard of them before. He introduced a wide array of Western style spirits created specifically to suit the Japanese palate. Beyond liquid, he created rituals and experiences for the Japanese people to truly enjoy these novel spirits and nurtured Japan’s first community of bartenders. Shinjiro took the spirit of craftsmanship and made it a way of life.
He introduced wine, whisky, gin, vodka and bitters to ordinary Japanese people who had never even heard of them before. He introduced a wide array of Western style spirits created specifically to suit the Japanese palate. Beyond liquid, he created rituals and experiences for the Japanese people to truly enjoy these novel spirits and nurtured Japan’s first community of bartenders. Shinjiro took the spirit of craftsmanship and made it a way of life.
Artisan
Shinjiro had the dreams and pride of a true craftsman, and dedicated his life to creating good products, working untiringly and sparing no effort to consistently improve quality
"You can advertise as much as you like, but it's no good if you don't have a good product. You can't be overconfident, and if your customers start to say you're all talk, it's over. You have to start by making a really good product."
"You can advertise as much as you like, but it's no good if you don't have a good product. You can't be overconfident, and if your customers start to say you're all talk, it's over. You have to start by making a really good product."
Humanist
Shinjiro was a demanding employer, insisting that his workers strive consistently to improve their skills and capabilities, but many anecdotes record how his kind and fatherly attitude could bring tears of joy to their eyes. To ensure that he remain true to his original ideals, and never let corporate bureaucracy get in the way Shinjiro encouraged his employees to call him Taisho (Chief) and not Shacho (President). Shinjiro was never content to just be a successful businessman, and always strove to enrich the lives of Japanese people. It was as early as 1921 when Shinjiro established the Hojukai – one of the first social welfare outreach organization of Japan that first started with the Imamiya Dispensary, a free clinic in the Airin district of Osaka City to assist people living in financial hardship.
The Culturalist
Keizo Saji
Renowned Haiku poet, Second Generation Master Blender and Patron of the Arts, Keizo Saji not only inherited his father’s vision but grew Kotobukiya local Osaka Business into a successful nation leading company Suntory.
Keizo Saji was born in Osaka in 1919 as the second son of Shinjiro Torii.
He became president of Kotobukiya in 1961, and officially renamed it to Suntory Limited in 1963, paying tribute to the success of Suntory Whisky (Kakubin). Under Keizo’s leadership, Suntory grew to become not only one of the world’s leading spirits and beer company but a company that greatly contributed to enriching Japanese Culture and the Arts.
It was in his first year of presidency (1961) that Keizo officially establishes “Giving Back to Society” as one of the leading pillars for Suntory, opening the Suntory Museum for the Arts in Marunouchi, Tokyo. In 1986, he builds the Suntory Hall in Akasaka, as the first concert hall in the heart of Tokyo. Today, it remains to be the most prestigious concert hall in Japan. Keizo continued to increase Suntory’s contribution to cultural life, giving back one third of their profits to the betterment of society.
As Second Generation Master Blender, Keizo remained committed to his father’s vision of creating original whiskies blessed with the riches of Japanese nature and craftsmanship (Monozukuri), and built the Chita Grain Distillery in 1972 and the Hakushu Malt Distillery in 1973. 61 years from the construction of the Yamazaki Distillery, Keizo was able to launch the much awaited Yamazaki Single Malt in 1984. In 1989, Keizo commemorates the 90th anniversary of Suntory with the launch of Hibiki meaning “Resonance or Harmony with Nature”. In 1994, 5 years before his death, Keizo introduces Hakushu Single Malt and successfully completes the luxury portfolio of Suntory Whisky.
He became president of Kotobukiya in 1961, and officially renamed it to Suntory Limited in 1963, paying tribute to the success of Suntory Whisky (Kakubin). Under Keizo’s leadership, Suntory grew to become not only one of the world’s leading spirits and beer company but a company that greatly contributed to enriching Japanese Culture and the Arts.
It was in his first year of presidency (1961) that Keizo officially establishes “Giving Back to Society” as one of the leading pillars for Suntory, opening the Suntory Museum for the Arts in Marunouchi, Tokyo. In 1986, he builds the Suntory Hall in Akasaka, as the first concert hall in the heart of Tokyo. Today, it remains to be the most prestigious concert hall in Japan. Keizo continued to increase Suntory’s contribution to cultural life, giving back one third of their profits to the betterment of society.
As Second Generation Master Blender, Keizo remained committed to his father’s vision of creating original whiskies blessed with the riches of Japanese nature and craftsmanship (Monozukuri), and built the Chita Grain Distillery in 1972 and the Hakushu Malt Distillery in 1973. 61 years from the construction of the Yamazaki Distillery, Keizo was able to launch the much awaited Yamazaki Single Malt in 1984. In 1989, Keizo commemorates the 90th anniversary of Suntory with the launch of Hibiki meaning “Resonance or Harmony with Nature”. In 1994, 5 years before his death, Keizo introduces Hakushu Single Malt and successfully completes the luxury portfolio of Suntory Whisky.
Tastemaker
It may be Shinjiro Torii that pioneered Japanese Whisky but it was definitely Keizo Saji that nurtured a Japanese whisky culture and lifestyle that the people of Japan deeply embraced. Keizo introduced pairing Japanese whisky withlocal cuisine, revolutionizing the way people could enjoy whisky whether they drank it neat, cut with water “Mizuwari” or with soda “Highball” to best pair with their meal. In 1946, Keizo Saji created Tory’s, a blend designed specifically for the haibo-ru, which went on to lend its name to the national chain, Tory’s Bar, founded in 1955 and dedicated to the highball culture.
Educator
Keizo believed that for the Japanese people to truly embrace a whisky culture they needed to be properly educated. He was one of the earliest in Japan to introduce distillery visits, seminars and and tastings to welcome the public to the soul places of Suntory.
Artist
A published Haiku poet, Keizo understood the potential of the Arts to elevate his business. It was under the leadership of Keizo that the Suntory Design Division was established to nurture an in-house creative and design capability.
Philanthropist
Much like his father Shinjiro, Keizo believed in “Giving Back to Society”. Beyond the Suntory Museum of Art and Suntory Hall, Keizo established the Foundation for the Arts that supported young Japanese artists. He was also proactive in ensuring the Harmony between Nature and People, building a bird sanctuary in Hakushu launching the “Save the Birds” Initiative in 1973 to invest in biodiversity
The Purist
Shingo Torii
Shingo Torii is the grandson of Shinjiro Torii and the Third Generation Master Blender of the House of Suntory.
Shingo is most often credited as the man that took Suntory to the global stage. It was his undeterred commitment to quality, and his “no compromise” attitude that elevated the House to be synonymous with its award winning reputation.
Shingo is said to be seldom satisfied. A purist at heart, relentless about getting things right, he does not know how to stop short. “Good enough is never enough” in his eyes. Shingo tirelessly commits himself to consistently better the qualities of Suntory Whisky day in and day out. He remains true to his grandfather’s dream that come one day, Suntory Whiskies would surpass the quality level of Western spirits.
That day first happened in 2003 with Yamazaki 12 years old being awarded the prestigious gold medal at the International Spirits Competition in UK. This widely covered event changed not only the history of Japanese whisky but the history of whisky itself. 2003 finally put Japanese Whisky on the map for all whisky connoisseurs.
Since then, Suntory Whisky has been named 4 times the Distiller of the Year at the ISC, making Suntory Whisky not only the most highly awarded House of Japanese whisky but one of the most highly awarded Distillers of the World.
Humility is a large part of who Shingo is and asked how the House of Suntory rose to such fame, Shingo replies that “Attention to detail so that nothing is overlooked no matter how small,
is a particular trait of Japanese craftsmanship (Monozukuri), and this is how we create our whisky.”
To simplify it as attention for detail, does not seem to do justice to Shingo. The elaborate and complex Artisanship & Diversity of Making and the Art of Blending that he has achieved for the House, is what truly set this Founding House of Japanese Whisky to be the global leader that it is today.
Under Shingo’s leadership and vision, the House has continued in its legacy of “Heritage and Innovation” consistently challenging market conventions and pioneering change, all in the intention to enrich people’s lives.
Shingo is said to be seldom satisfied. A purist at heart, relentless about getting things right, he does not know how to stop short. “Good enough is never enough” in his eyes. Shingo tirelessly commits himself to consistently better the qualities of Suntory Whisky day in and day out. He remains true to his grandfather’s dream that come one day, Suntory Whiskies would surpass the quality level of Western spirits.
That day first happened in 2003 with Yamazaki 12 years old being awarded the prestigious gold medal at the International Spirits Competition in UK. This widely covered event changed not only the history of Japanese whisky but the history of whisky itself. 2003 finally put Japanese Whisky on the map for all whisky connoisseurs.
Since then, Suntory Whisky has been named 4 times the Distiller of the Year at the ISC, making Suntory Whisky not only the most highly awarded House of Japanese whisky but one of the most highly awarded Distillers of the World.
Humility is a large part of who Shingo is and asked how the House of Suntory rose to such fame, Shingo replies that “Attention to detail so that nothing is overlooked no matter how small,
is a particular trait of Japanese craftsmanship (Monozukuri), and this is how we create our whisky.”
To simplify it as attention for detail, does not seem to do justice to Shingo. The elaborate and complex Artisanship & Diversity of Making and the Art of Blending that he has achieved for the House, is what truly set this Founding House of Japanese Whisky to be the global leader that it is today.
Under Shingo’s leadership and vision, the House has continued in its legacy of “Heritage and Innovation” consistently challenging market conventions and pioneering change, all in the intention to enrich people’s lives.
Perfectionist
Passionate, relentless, and tireless with a “no compromise, no shortcut” attitude is what sums up Shingo Torii. There are many stories of Shingo Torii, not approving liquid quality until he is perfectly confident that the liquid will be able to valorize the House’s award winning reputation based on their philosophy of “Heritage and Innovation”.
Challenger
Shingo is definitely the man that put Suntory Whisky on the global map. He has continuously elevated the House in his pursuit for Harmonious blends that celebrate the riches of Japanese Nature and Craftsmanship – Monozukuri.Beyond his unrivalled success on the Japanese Whisky portfolio, Shingo continues to challenge market convention, bravely launching Suntory’s first-ever World Whisky.
True
Everything Shingo does epitomizes his commitment, enduring love and passion for the House of Suntory and its highest principles of Craftsmanship – Monozukuri. Shingo is a firm believer of “Monozukuri = Monogatari”, that the ultimate storytelling is always rooted in facts, celebrating real places, people and championing the underlying principles of craftsmanship that sets Suntory apart.
Integrity
Shingo plays an integral role to ensure the integrity of Suntory Whisky today and for the future generations. It is a well known fact that Shingo’s own standards and benchmark for quality far exceed the industry regulations. Shingo is his own judge that consistently raises the quality standards for Suntory. Both the Artisanship & Diversity of Making, and the Art of Blending that Shingo established for the House are globally recognized standards that distinguish the House of Suntory as one of the most awarded distillers of the world.
“The world does not need another Vodka.”
Kazuyuki Torii
Kazuyuki Torii explains that he saw no need to craft another Vodka.
But like founder Shinjiro Torii, what excited him was to craft a Vodka made by the riches of Japanese nature, elevated by Japanese craftsmanship.
To achieve this, Kazuyuki first explored his recipe with barley and wheat but quickly found that the resulting liquid had a faint bitterness. This led him to a conviction that the smoothness of Japanese Craft Vodka should be valorized by a distinctive softness and tenderness.
After much trial and error, Kazuyuki was inspired by “Hakumai” - Japanese Rice - as his hero ingredient. He optimized Suntory’s legacy in rice spirits with both sake and shochu, as well as its unrivalled Art of Blending, to craft a distinctive Japanese Craft Vodka.
To achieve this, Kazuyuki first explored his recipe with barley and wheat but quickly found that the resulting liquid had a faint bitterness. This led him to a conviction that the smoothness of Japanese Craft Vodka should be valorized by a distinctive softness and tenderness.
After much trial and error, Kazuyuki was inspired by “Hakumai” - Japanese Rice - as his hero ingredient. He optimized Suntory’s legacy in rice spirits with both sake and shochu, as well as its unrivalled Art of Blending, to craft a distinctive Japanese Craft Vodka.
Place
The Soul
The Osaka Plant
The Osaka Plant
The Osaka plant was founded by Shinjiro himself in 1919.
The plant was first established to meet the production demand of his first baby “Akadama Port Wine”.
The plant was first established to meet the production demand of his first baby “Akadama Port Wine”.
The success of “Akadama Port Wine” fueled Shinjiro’s conviction that the Japanese people were ready to embrace Western style spirits if it were specifically made and blended to fit their palate. The Osaka plant was his “dream factory” to experiment recipes and blending techniques.
True to the vision of Shinjiro, the Osaka Plant has evolved to be one of the leading spirits/liqueur plants in the world today. From Gin, Vodka, Rum, Tequila, Shochu, Liqueurs and RTD, the Osaka Plant is the House of Suntory’s proud soul place, and home of its award winning portfolio.
True to the vision of Shinjiro, the Osaka Plant has evolved to be one of the leading spirits/liqueur plants in the world today. From Gin, Vodka, Rum, Tequila, Shochu, Liqueurs and RTD, the Osaka Plant is the House of Suntory’s proud soul place, and home of its award winning portfolio.
Liquid
House Style Liquid
THE HOUSE STYLE & PRODUCT TRUTHS
Unparalleled soft, round and subtly sweet taste
Made from 100% Hakumai – Japanese white rice for round, soft subtle sweetnes
Rice Koji for depth and complexit
Filtered through Bamboo Charcoal for clarity
Rice Koji for depth and complexit
Filtered through Bamboo Charcoal for clarity
Experience
OMOTENASHI
RITUALS & EXPERIENCES:
OMOTENASHI is at the heart and center of
all rituals and experiences – unveiling an unmistakable Japanese cultural experience.
all rituals and experiences – unveiling an unmistakable Japanese cultural experience.
Every Haku experience celebrates the ingenuity of its versatile liquid.
Haku pays tribute to Japan’s traditional rice spirits, sake and shochu.
Neat, on the rocks or enjoyed as a Lemon Sour, Haku is crafted to be sipped lovingly to fully enjoy its unparalleled soft, round and subtly sweet taste.
Neat, on the rocks or enjoyed as a Lemon Sour, Haku is crafted to be sipped lovingly to fully enjoy its unparalleled soft, round and subtly sweet taste.
Personality
Personality & Behavior
Harmonious, Creative & Refined
THE PERSONALITY & BEHAVIOR
The Epitome of Japanese Simplicity and Sophistication
Ingenious is creative, original and groundbreaking
Brilliant is luminous, shining and gifted
Harmonious is soft, gentle and smooth
Brilliant is luminous, shining and gifted
Harmonious is soft, gentle and smooth
