Japanese Beverage Moves in Craft Direction

Jul. 27, 2017

 

Aya Nomoto doesn’t just know Japanese alcohol, she’s an expert in it. Here’s proof: 

But she wasn’t always on that track. In fact, Nomoto studied music in college and in graduate school. Following graduation, she was working in a high-end contemporary American restaurant – and that’s where it all began.

The wine director of the restaurant planned a sake pairing dinner and invited an importer in to train the staff on the beverage. “It was an eye-opening experience – thinking about selling sake as a career path,” Nomoto said. “I thought it could be a perfect fit for me to represent my own culture and my interests.”

A few months later, a distributor approached Nomoto asking her to represent their sake. “It was the perfect place and perfect timing,” Nomoto said.

Having been in the industry for more than 15 years, Nomoto has seen the Japanese beverage world truly evolve. Most recently, she’s noticed a rise in popularity of Japanese whisky.

“Brown spirits have gotten much more popular in the last few years in general, and several Japanese whiskies have recently won World Whisky Awards,” Nomoto said. “Those accolades have brought Japanese whiskies so much more attention, and a lot people are realizing how great they are.”

It’s not just whisky aficionados taking note, consumers are catching on, too. Japanese whisky as a whole is up +97% over last year, according to Nielsen.

So what differentiates Japanese whisky from other whiskies? Nomoto said they’re much more approachable, as they’re softer in style and don’t use much new oak. “Japanese distillers are always looking for balance and harmony in their whiskies.”

According to Nomoto, most of Japan’s whiskies come from small-production distilleries that are very hands on. This is a trend Nomoto said is taking over the Japanese alcohol industry as a whole, especially in beer.

Small batch production from craft breweries in Japan yields softer-style beers as well. “You really taste the terroir of Japan’s soft water and the artisanal skills,” Nomoto said.

Nomoto said the Japanese beverage industry overall is transitioning into this craft movement, noting that Breakthru NV will soon be distributing a craft gin from Kyoto.

Stay ahead of the craft Japanese trend and stock up on Japanese whisky and beer today. Talk to your Breakthru Sales Consultant about our full Asian portfolio.