After decades of next to no inflation, Japan has been seeing rapid consumer price increases over the past two years. At the same time, regular cost-of-living wage increases have yet to become a standard practice among Japanese employers.
It’s enough to make one want a drink, but, unfortunately, even that’s going to be getting more expensive if your drink of choice is Suntory whisky. Suntory has announced that it will be raising prices for a total of 19 of its whiskies, split among five sub-brands. Of the currently announced increases, none are smaller than 20 percent, and in some cases the price of a bottle will more than double.
The company cites the increasing popularity of Japanese whisky, both abroad and within Japan, among the reasons for the increase, explaining that the long production process for whisky means that increasing supply to meet demand is not a simple process. To that end, Suntory says it is undertaking enhancements to its Yamazaki and Hakushu distilleries, to improve both the quantity and quality of the whisky they produce in an environmentally friendly way. Not explicitly mentioned, though almost certainly a factor, is the reduced value of the yen affecting the price of any imported ingredients used in the whisky-making process.
The largest of the spikes announced so far are for Suntory’s Hibiki 30, Single Malt Yamazaki 25, and Single Malt Hakushu 25, all of which will jump from 160,000 yen to 360,000 yen for a 700-mililiter bottle, an increase of 125 percent in price. Yamazaki 12 and Hakushu 12 will increase from 10,000 to 15,000 yen (a 50-percent increase), and even the following budget-friendly bottles will become decidedly less so.
● Increasing from 5,500 yen to 7,500 yen (36-percent increase): Hibiki Japanese Harmony
● Increasing from 4,500 yen to 7,000 yen (56-percent increase): Yamazaki Hakushu
● Increasing from 5,000 yen to 6,000 yen (36-percent increase): Suntory World Whisky Ao
● Increasing from 4,000 yen to 6,000 yen (50-percent increase): Chita
The price increases are scheduled to take effect for bottles being shipped after April 1 of next year, so there’s still some time to grab them at their current prices, provided retailers aren’t already marking up their existing stock.
Source: Suntory via IT Media
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© SoraNews24
32 Comments
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sakurasuki
No matter the price, make it in your relaxing time.
https://www.youtube.com/watch?v=XElQLXXyblk
proxy
The commodity price of both corn and malted barley have come down significantly since last year.
Corn was $343/mt a year ago but is only $221 now. The yen hasn't dropped that much to justify the increase based on the US corn price.
FizzBit
Sounds like a sneaky sales campaign for the upcoming holidays if you ask me. Like a Black Friday in reverse. Or a sneaky sales campaign where thousands of small internet sellers will stock up on it hoping to make a nice profit after the hike.
TokyoLiving
"Suntory time, OK.."
Katto, katto, katto !!!!!....
LOOOOL !!..
Mr Kipling
I think there is an added 0 on these numbers.
MarkX
So it really has nothing to do with the cost of production or the raw materials involved in the process, just that it is in demand and they can raise the price as they see fit. Ok, so in other words they are gouging customers! Thanks a lot Suntory! Maybe people should stop buying their product for a while and let them come to their senses!
deanzaZZR
For me personally quality sake is the way to go as far as value. Exploring regional varieties and food pairings is great fun.
Yubaru
This is an assumption based upon what? In the reverse, when the yen was stronger, why wasnt the product cheaper?
This is just some writer trying to make excuses here!
Yubaru
Sadly in Japan far too many consumers think that if a product is high in price that it guarantees the quality and "taste".
There are just too many examples, across a wide spectrum of products, that supports this fact.
Have to give credit where credit is due, to the marketing people for Suntory. They are taking a big gamble, in assuming that customers will continue to purchase their products at these higher prices. But I will state, they lost me as a customer, as their products are not worth the price!
I'd rather pay for a bottle of Macallan single malt instead!
wtfjapan
Go healthy cut on alcohol.
been a non drinker my entire life
didou
Price of Whisky has been too low here and favorises alcoholism. A good way for many to reflect on their consumption.
Personally, I only drink whisky once in a while, when flying
Yubaru
So? I mean really now, if you have never been a drinker, then articles like this, have no meaning for you personally, as you have no experience or knowledge regarding the products being discussed here.
3RENSHO
Teachers Highland Cream is a Suntory brand but is reasonably priced; the 'smoky peat' nose and palate can be enjoyed for about ￥980 and is widely available at AEON, etc.
Yubaru
Lol! "Reflect?!" You gotta be kidding!
Laguna
My grandfather was a hard-core businessman. He had a handcrafted Chinese canopy bed that he sold for $40,000 back in 1980 (which is - i dunno - like a whole lot now). Surprised, I asked him, "Is it worth that?!" He answered, "The value of an item is what the market will bear."
It was a succinct and valuable explanation.
bass4funk
I think drinking during the holidays or weekends or even an occasional drink is fine, just don’t abuse it, know when to say, “enough.” I’m not a huge drinker, but every now and then, go for it. Just be responsible.
GBR48
The national menace of deflation has clearly been defeated. You should all be thanking your leaders for their hard work.
Rakuraku
Similarly the price of Japan rail pass was increased by 70%.! Just the law of demand offer.
indigo
choose your poison....
Alongfortheride
My Doctor told me I need to give up drinking. Its going to be a big change for me, I have been using that Doctor for over 20 years!
Peter Neil
Double the price then have a 25% off sale for new years.
Wow, 30% off!
Newgirlintown
Now, how about raising our wages to meet all these prices increases. If you’re going to double the price of a bottle of whisky, the double our pay!
shogun36
Lol. You might as well add in 1 or 2 more digits to those prices if you like.
Say good night to your whisky division there, suntory.
wtfjapan
been a non drinker my entire life
wow so many triggered drinkers, no Im not a Muslim
I just knew from an early age that drinking has far more down sides than benefits.
this coming from a family of drinkers.
It amazing what a bit of will power will accomplish, trigger away LOL
Sven Asai
No problem, drinking something else will make you quickly forget about those bad whiskey price increases.
snakes9000
Well back to Wild Turkey for me. Bourbon and scotch seem to be great bargains given the value of the yen.
kohakuebisu
Can these whiskys be bought at the regular price anyway? I was under the impression that they are either sold out or being sold at a large premium by resellers.
If that is the case, I would rather the inflated price go to Suntory and to not the resellers.
Sandoval
Except for Ao and Chita good luck finding the others with those prices.
Yubaru
Is this "new" math? I mean really now, a 1,000 yen increase in price from 5,000 to 6,000 is a hell of a lot LESS than a 36% increase.
Why dont people edit their stories prior to publishing? A 36% increase would raise the cost by about 1,800 yen.