Japan's Suntory Holdings, faced with a whisky crunch, is selling a rare mix...
TOKYO/LONDON - Japan’s Suntory Holdings, faced with a whisky crunch, is selling a rare mix sourced from around the world as premium whisky, aiming to elevate the status of young blends among discerning drinkers who often swear by aged single malts.
In a bid to expand its options, Suntory, on Tuesday, started selling an unusual alternative, “Ao”, a no-age statement blend made with whisky from Scotland, the United States, Ireland, Japan and Canada. Global distilleries including The Macallan, owned by Edrington, The Glenlivet, owned by Pernod Ricard, and Diageo’s Talisker have launched NAS variants in recent years.
“It’s no mystery you can charge a lot for something with a very old age statement on it, but how can you add value to younger, NAS whisky, thus making it more profitable?” asked Chuck Cowdery, publisher of The Bourbon Country Reader.
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