Introduction
Suntory's Old is one of the most famous whisky brands in Japan. This article introduces its history, characteristics, and recommended ways to enjoy it.
History
~'50s
"Give it a try. You won't know until you do."
In 1923 (Taisho 12), despite opposition from those around him, founder Shinjiro Torii embarked on the construction of Japan's first whisky distillery in the outskirts of Kyoto, known for its misty fresh waters. Since then, under the founder's aspiration to create Japanese whisky that suits the taste of the Japanese people, Suntory's journey has been synonymous with the journey of Japanese whisky.
The pinnacle of domestic whisky that broke away from being a Scotch imitation, "Suntory Old," was completed in November 1940 (Showa 15). However, amidst the storm clouds of the war between Japan and the United States, it reached the end of its aging process while miraculously surviving the war at the location of Yamazaki, which had escaped the ravages of war when the headquarters were destroyed in an air raid.
It was released in 1950 (Showa 25). The previous year saw the abolition of the official price of alcoholic beverages, marking the beginning of an era of free competition. "Toris," representing affordable whisky, opened the curtains on the first year of Western liquor, and it was a time when the recovery from the war could finally be felt.
'60s~'70s
"Beyond the post-war era" became a popular phrase around 1956 (Showa 31), and Japanese lifestyles began to follow a Westernized path.
At this time, Suntory Old, which was made only from matured malt whisky and high-quality grain whisky, and was a "100% pure malt whisky," was said to be a high-end product that was rarely seen on store shelves except during the gift-giving seasons.
During the 1950s and 1960s, Old was a symbol of "the drink you have after you succeed" and was the desired drink of working men.
In 1960 (Showa 35), the Ikeda Cabinet announced the "doubling of income plan."
After surpassing the turning point of the 1964 (Showa 39) Tokyo Olympics, Japan rode the wave of high economic growth. The demand for Old began to grow as the whisky market gradually became more upscale, signifying one of the symbols of economic power. In 1968 (Showa 43), Japan's GNP recorded the world's second-highest figure in the liberal world after the United States, and in 1971 (Showa 46), on the eve of transitioning to a floating exchange rate system, as Japan was about to liberalize trade, consumers' eyes and taste buds gradually refined themselves. The types of alcohol consumed by the general public expanded beyond beer and whisky to include bourbon, brandy, wine, and more, reflecting a Westernized lifestyle and consumers' desire for luxury.
At the same time, the custom of bottle-keeping at bars became popular, and Suntory Old, known affectionately as "Daruma" and "Tanuki," began its campaign to penetrate not only sushi restaurants, tempura shops, and traditional Japanese restaurants that had only served Japanese sake, but also households. The large-scale campaign was called the "Two Chopsticks Strategy." The trigger for this campaign was a newspaper advertisement in 1970 (Showa 45) with the striking headline, "I used to have a cup of hot sake ten years ago... It was like a period at the end of a day. A black circle."
The scene of a sushi restaurant owner taking a break at the counter in his chef's outfit and enjoying a drink, not with Japanese sake but with Suntory Old, captured attention as a dynamic proposal of blending Japanese and Western spirits.
This proposal was well received, and Old, which had sold one million cases until that year, showed astonishing growth, surpassing 5 million cases in 1974 (Showa 49), and finally reaching the milestone of 10 million cases in 1978 (Showa 53). In 1980 (Showa 55), it reached an unprecedented 12.4 million cases in the world liquor market.
'80s~'90s
After 30 years since its release, Old reached its peak.
It meant that it had established a firm position both domestically and internationally as a synonym for "Japanese whisky," and the once status symbol of "High Standard" had now become "My Standard" loved by everyone. At this next stage, the eternal challenge was how to meet customer expectations, which meant that Old had embarked on a new journey.
The assertion of individuality due to the diversification of values promotes the diversification of consumption, and the Western liquor market enters a mature stage.
Based on this situation, the Old brand started its renewal. In 1988 (Showa 63), a new commercial featuring Akutagawa Prize-winning author Ryu Murakami as its new character was launched, and "New Suntory Old," which was advertised with phrases such as "deep, rich, and smooth," made its appearance.
In 1994 (Heisei 6), actor Kyozo Nagatsuka was cast, and "OLD IS NEW──Love is not a fireworks display from a distant day" was born as "Suntory Whisky Old〈Mild & Smooth〉," which moved people's hearts.
Both products possess the universality of Old that does not change over time and Suntory's unique blend that evolves with the times.
2006
So, what message does this newly released "Suntory Old" contain after going through this process?
Theodore Roszak, the author of "The Making of a Counter Culture: Reflections on the Technocratic Society and Its Youthful Opposition," refers to the baby boomers who are now in their 60s as "New People" and proposes their value in the "longevity society," where the generation that has gone through the counter culture movement becomes the main players. Regarding the introduction of this "Suntory Old," it can also be seen as a sign that Old, which has walked alongside Japan's baby boomers, the "dankai generation," reflects on its journey with them and has made a renewed commitment to bloom one more flower. It would be wonderful if you could perceive it as Old's positive proposal, accepting the challenge of how to create a better future together with the generation that has such a large population and carries the spirit of learning from the past, and clear the cloudy vision of Japan, and create a better tomorrow once again.