Japanese whisky makers toast period drama, major award as their sales rocket
Distillers report rocketing demand for drink, which was introduced to Japan before the war
Whisky demand is rocketing in Japan, with producers scrambling to increase production as a period drama about the dram has the country hooked and after a homegrown single malt scooped the honours in a world taste test.
Sales have soared since national broadcaster NHK began airing a daily dose of Massan, the tale of a Japanese entrepreneur and his Scottish wife who are credited with establishing Japan's first whisky distillery.
"We're not keeping up with demand," said Hasumi Ozawa, a spokeswoman for Suntory, one of Japan's biggest drink makers.
Suntory says it is limiting its shipments to cope with the whisky boom, despite having ramped up production at its distilleries two years ago.
The increased capacity has yet to filter through because of the tipple's famously lengthy manufacturing process.
Whisky has traditionally been a minority interest in Japan's huge drinks market, where it accounts for just 1.16 per cent of total sales, although producers say this is growing.