Japanese whisky gets UK launch

A whisky from the land of the rising sun is broadening its horizons by launching in the UK.

Hakushu, a 12-year-old single malt whisky distilled in the shadow of the Japanese Alps, is looking to carve a niche in the premium single malt whisky sector under the stewardship of Fior Brands.

Whisky from Japan commands less than five per cent of the global whisky market with the vast majority sold in its native country but the UK has been earmarked as the first area for expansion.

Meaning "White Sand Bank" and pronounced "hakshoo", Hakushu will be marketed alongside its sister brand Yamazaki, also a 12-year-old single malt, and initially targeted at top-end style bars and pubs that specialise in whiskies.

"It's very much a niche product, but a whisky from Japan is sure to create interest in whisky.

"We're looking at outlets that know their stuff with staff that can really communicate to the consumer," said Colin Dunn, Fior Brand's business development executive. "Japanese whisky is here to make its mark and is looking to become a global whisky. It's been left in the doldrums for far too long and Fior is going to give it the attention it deserves."

Hakushu is two of more than a dozen whiskies within the portfolio of the Japan-based Suntory Ltd which commands in excess of 70 per cent of the Japanese whisky market.

The pair of Japanese whiskies will be incorporated into a Fior Brands portfolio containing a number of Bowmore Islay Single Malt, Cinzano, Midori, Skyy Vodka and Campari.