Beam Suntory Sets Bold Ambition for India with new product launches
Beam Suntory Sets Bold Ambition for India, Launches First Truly International Indian Whisky Oaksmith® and the Iconic The House of Suntory Portfolio including Yamazaki®, Hibiki® and Roku® Gin
18th December 2019: Beam Suntory, the global premium spirits company, has launched a range of four premium spirits in India, signaling its commitment and strategy to grow in India in line with its ambition to reach USD 1 billion in revenue by 2030. The highlight of the launch is the introduction of Oaksmith® Indian whisky - created by world-renowned blender Shinji Fukuyo, Chief Blender, Suntory - using traditional Japanese craftsmanship, blended with the finest Scotch Malt whiskies and American Bourbons to make a whisky unique and authentic to Indian taste. In addition, the iconic Japanese whiskies Yamazaki® Distiller’s Reserve and Hibiki® Japanese Harmony, along with Roku® Japanese Craft gin have also been launched from The House of Suntory portfolio.
The launch of Oaksmith® and Oaksmith® Gold whisky in India is key to Beam Suntory’s growth strategy and signifies the importance of India to the company. Along with the introduction of Yamazaki®, Hibiki® and Roku®, it reinforces the company’s commitment to lead the growth and premiumisation of the Indian spirits market.
The launch event of The House of Suntory was graced by Shinji Fukuyo, world-renowned Chief Blender at Suntory, the creator of the luxury and iconic blends of Hibiki® and Yamazaki® whiskies, and Neeraj Kumar, Managing Director of Beam Suntory India, along with George Kumekawa, Representative, The House of Suntory. The event highlighted the exceptional legacy of The House of Suntory, the art of making delicate whiskies, and the importance of India for Beam Suntory globally. The House of Suntory brands are being launched across all major cities including Delhi, Mumbai, Pune, Hyderabad and Bangalore.
We are thrilled by the appreciation that Hibiki® and Yamazaki® have received from consumers worldwide, and their popularity among spirits aficionados in India. The growing premiumisation of the Indian market and the appreciation for finely crafted spirits made this the right time to launch these brands, along with Roku® gin. Indians today are well-travelled and exposed to global trends, which inspired the creation of Oaksmith® for whisky lovers in India,” says Neeraj Kumar, Managing Director of Beam Suntory India. On Oaksmith® and Oaksmith® Gold, he said, “The beautiful blend incorporates years of tradition that the Beam Suntory family upholds while showcasing Shinji-san’s award-winning blending capabilities making it a whisky that, quite simply, no one else could possibly create.
Oaksmith® is a celebration of mastery and global collaboration, combining the best of East and West in a bottle. Blended by Shinji Fukuyo himself, Oaksmith® is a harmonious blend of matured Scotch Malts that adds a strong flavour profile & American Bourbon whiskey, aged for at least four years in American Oak barrels which lends it an unmatched smoothness. That gives the brand its unique name and also inspires the round bottle labels celebrating its distinctive craftsmanship. Befitting the unique and distinct flavour palate, the exquisite six-sided bottle with beveled edges and a tall neck has an equally unique and ergonomic design that is an ode to the finest Japanese craftsmanship and makes it stand tall in this category. The company is celebrating its international pedigree with the use of the world map in all its creative expressions.
Much like The House of Suntory, Oaksmith® blend is made using the finest ingredients and sincerity of process that is a hallmark of Beam Suntory’s Japanese heritage which is unique to this brand in the entire Indian whisky category. From seed to sip, the whisky is meticulously crafted to achieve a blend like no other resulting in a bold spirit that is rich on the nose yet approachable and well-balanced on one’s palate with a bright, smooth and unexpectedly long finish. The unique offering will be available at the price of an Indian whisky and the flavourful palate will be well suited to both beginners and connoisseurs alike. There will be two variants of the product - Oaksmith® and Oaksmith® Gold - which will launch on 19th December 2019 in the state of Maharashtra, followed by the rest of the country in due course. Oaksmith® Gold will be priced in the range of INR 800 to INR 1300, while Oaksmith® will be priced in the range of INR 600 to INR 900 depending upon the state of launch. Both the variants will be premium in their respective categories due to the international quality of blend and craftsmanship they offer.
A relentless quest for perfection and commitment to using only the highest- quality ingredients encapsulates Suntory’s philosophy to create the finest spirit possible. Shinji Fukuyo, Chief Blender at Suntory, said, "My travels across the world have helped me understand and appreciate sophisticated flavour profiles. Blending spirits is about creating a harmonious flavour by weaving culture and tradition along with one’s own form of self-expression. This is an art in itself and I am very grateful that people globally have appreciated the quality and artistry of Hibiki® and Yamazaki®, and hopefully now, Oaksmith®.” On Oaksmith®, he added, “While making this blend, I wanted to ensure that it resonates specifically well with the Indian audience while being truly international in its spirit. I travelled across the country to understand the different food cultures and flavours. Eventually what I saw, heard and tasted, helped me explore a variety of flavour profiles and finalize this harmonious blend which has the best of America, Scotland and Japanese craftsmanship. I am extremely proud as the final product completely reimagines what the future of Indian whisky can be.”
On the rising popularity of gin in India, George Kumekawa, Representative, The House of Suntory, said, “In recent years, we have noticed a strong trend among Indians to opt for premium and craft gin as their spirit of choice as it has a softer flavour profile which is easier on the throat and refreshing in its appeal - perfect for brunches and refreshment occasions. With the introduction of Roku® gin in India, we are looking to further build the market for both gin as well as craft spirits to help enthusiasts discover new tastes and experiences.”
About Beam Suntory
As a world leader in premium spirits, Beam Suntory inspires human connections. Consumers from all around the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands, Suntory whisky Kakubin and Courvoisier cognac, as well as world-renowned premium brands including Knob Creek, Basil Hayden’s and Legent bourbon; Yamazaki, Hakushu, Hibiki and Toki Japanese whisky; Teacher’s, Laphroaig and Bowmore Scotch whisky; Canadian Club whisky; Hornitos and Sauza tequila; EFFEN, Haku and Pinnacle vodka; Sipsmith and Roku gin; and Midori liqueur.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and vision of Growing for Good. Headquartered in Japan, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.
About Suntory
Suntory was established in 1899 and is headquartered in Tokyo, Japan. Since 1923, as the pioneer of Japanese whisky, Suntory Whisky has been renowned for its House of Master Blenders and for their Art of Blending. The founding father of Japanese whisky, Shinjiro Torii, built Japan’s first malt whisky distillery in Yamazaki. Nestled in the outskirts of Kyoto, this region was the birthplace of the traditional Japanese tea ceremony and is known for the purity of its waters. Torii dreamt of creating an authentically Japanese whisky by choosing a terrain and climate completely different to that of Scotland, thereby cultivating unique conditions for maturation. In 1972, Torii’s son Keizo Saji, Suntory’s second master blender, built the Chita distillery near Nagoya to produce more of their own high-quality grain whiskies. In 1973, Saji founded the Hakushu distillery amidst the deep forests of Mt. Kaikomagatake in the Japanese Southern Alps with the goal of producing malt whiskies distinct from those made at Yamazaki. Its high altitude and lush environment are what differentiates Hakushu from other distilleries.
The House of Suntory portfolio includes two single malt whiskies: Yamazaki – the pioneer of Japanese Single Malts, multi-layered and profound, and Hakushu – verdant, fresh, and delicately smoky; a single grain whisky: Chita - sublimely smooth, versatile and complex; and two blends: the noble blend, Hibiki – Japan’s most highly awarded blended whisky, and Suntory Whisky Toki – ideal for Japanese highballs.
The introduction of Roku Japanese Gin and Haku Japanese Vodka adds two premium white spirits created from Japanese ingredients by the master artisans at The House of Suntory to the collection. Roku Gin and Haku Vodka embody Suntory founder Shinjiro Torii’s philosophy of monozukuri craftsmanship: a relentless pursuit of perfection, meticulous attention to detail and commitment to quality. Visit www.house.suntory.com for more information.
© 2019 Beam Suntory, Inc., Merchandise Mart, 222 W. Merchandise Mart Plaza, Suite 1600, Chicago, IL 60654