From Suntory’s iconic distilleries to the hands of America’s top bartenders, the spirit of Japanese whisky is reaching further—and resonating more deeply— than ever before. Its rise isn’t about volume or spectacle, but about precision, beauty, and the philosophy behind the pour. This is the story of a category seeking to reclaim its authenticity, of a craft shaped by discipline, and of a bar culture transformed by quiet influence.

We explore how The House of Suntory— Japan’s founding whisky house—has led this movement. From the standards that protect the liquid, to the craftsmanship that defines it, and to the cultural exchange it inspires behind the bar.

Once a well-kept secret, Japanese whisky has steadily become one of the most respected spirits in the world. Its story began in 1923 when Shinjiro Torii founded Suntory, Japan’s first “malt” whisky distillery—refining Scotch traditions for the Japanese palate with harmony and nuance. As acclaim grew, so did global demand, but with it came imitation. Misleading labels and imported distillates blurred the lines of authenticity, putting the soul of Japanese whisky at risk.

Suntory's Leadership and the New Standards

To safeguard its future, The House of Suntory helped establish the Japanese Spirits & Liqueurs Makers Association (JSLMA) standards in 2021. These ensure whisky is made entirely in Japan from malted grains, aged at least 3 years, and bottled at a minimum 40% ABV—a recommitment to the craftsmanship that built the category.

The same values that define The House of Suntory’s whisky-making—discipline, balance, and restraint—have helped usher in a new era of cocktail culture. American bartenders are deepening their craft through Japanese techniques, finding new inspiration in a philosophy that shares their same commitment to care and precision. What began in the distillery has traveled behind the bar, evolving into a cultural exchange where the craft of Japanese whisky and the artistry of Japanese bartending meet, influence, and elevate one another.