House of Suntory's Hibiki 40-Year-Old Japanese whisky.
The House of Suntory recently unveiled its latest release, the Hibiki 40-Year-Old Japanese whisky, a limited-edition blend that draws on decades of expertise from its storied distilleries in Japan.
With only 400 bottles available—each priced at $35,000—this release is going for the top of the collector’s market. But even among collectors, the market is a bit soft at the moment. Japanese whisky sales have slumped in 2024, reflecting a shift in the market as production catches up with demand and new brands join the category. According to industry reports, this stabilizing demand signals a maturing market, with Japanese whiskies becoming more widely available, particularly in the U.S. The high-end collector’s market has also seen a downturn, with rare bottle prices decreasing by up to 30% at auctions.
For Suntory and other key whisky industry players, this trend necessitates a focus on innovation and customer engagement to maintain appeal amid a more accessible and diversified Japanese whisky landscape.
This particular launch, according to Suntory, is all about what the company describes as “the art of blending,” a philosophy they’ve upheld since establishing Japan’s........