Just for a second, spare a thought for the beleaguered Japanese whisky salesperson in Glasgow, some 25 years ago. Imagine turning up at any number of the well-stocked bars, already laden with fine single malt Scotch, holding, in their no doubt trembling hands, the promise of a ‘new way of thinking’ in whisky. I suspect it was pretty slim pickings back then, as the spirit sought to establish itself outside of its already hugely successful domestic market.
Today sees a different scenario indeed. Thanks to the success of established brands such as Yamazaki, Hibiki and Nikka, (which celebrated its 90th anniversary this year) the reputation – and sales – of Japanese whisky have become nothing short of extraordinary. However, as demand has increased, the spirit has inevitably taken on a prestige status – in both the price and desirability stakes.
