History and Highballs: How Suntory Continues to Bring Japanese Spirits to the World
Suntory is celebrating 125 years of leadership in Japanese drinking culture in 2024.
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At Suntory, the spirit of "Yatte Minahare" — "You never know until you try" — remains as strong now, as it did 125 years ago. It has led to the creation of Japan's first whisky distillery, the reimagining of classic cocktails like the highball, and it now houses some of the world's finest brands –Yamazaki, Hakushu, Toki Whisky, Roku Gin, Haku Vodka, Maker's Mark, Jim Beam, -196 and BOSS Coffee to name a few.
As Suntory looks to the future, lets travel back 125 years to the very beginning, when Shinjiro Torii, Suntory's first Master Blender, saw an opportunity and "went for it."
Where it All Started
Over a century ago, in a small store in Osaka, Japan, Shinjiro Torii had a dream: to create an authentic whisky in Japan. Having saved enough from his early Akadama Port Wine successes, Torii, with much resistance from family and colleagues, invested his whole fortune into the establishment of the Yamazaki Distillery in 1923. He didn't know it then, but this uncharted move transformed the spirits industry in Japan and changed the whisky-drinking world. Since then – despite some challenges along the way – the brand has grown into a global leader of drinks, with products found in countless venues across Australia and the world. Shaping how Japan drinks and what the global community knows about flavour and innovation.
Successive leaders have carried forward Torii's legacy, future-proofing Torrii's vision while staying true to the company's founding values of Yatte Minahare: Giving Back to Society and Growing for Good.
The Recipe for Success
Suntory's ability to innovate while staying grounded in its Japanese roots is a testament to the brand's vision. Take Suntory Whisky Kabukin, for example. Launched in 1937, it was Japan's first big foray into the whisky business, helping to cement Suntory's reputation as a trailblazer in the industry. The whisky's signature square bottle (Kakubin means "square bottle") became an enduring icon, and today, it remains a beloved part of Japanese drinking culture — particularly in the form of the highball, a whisky-soda cocktail that Suntory helped popularise.
But Suntory's innovation continued beyond whisky. In 1992, the brand launched BOSS Coffee, a flash-brewed cold coffee in a can designed to keep Japan's workforce fuelled. This product quickly became a hit, and even today, BOSS Coffee remains a go-to drink for coffee lovers (and tradies) seeking convenience without sacrificing quality.
The company's relentless pursuit of innovation led to another groundbreaking product with -196 — a vodka based ready-to-drink beverage that's taken the world by storm with its flavour and the bold process by which it's made. The 'Freeze Crush Technology' involves freezing and pulverising whole fruits in liquid nitrogen at a temperature of -196°C.
While Suntory has a significant global presence, its inspiration remains true to its founding philosophy: to inspire the brilliance of life. From the pristine water used at its distilleries to the careful selection of ingredients for its products, Suntory's emphasis on nature and tradition flows through everything it creates.
The House of Suntory line, which includes celebrated names like Suntory Whisky, Toki, Roku Gin, and Haku Vodka, exemplifies this approach and its connection to nature. Each product in the collection pays homage to something unique from Japan's rich cultural heritage. For Roku Gin, this is done by using six carefully selected Japanese botanicals, while Haku Vodka is crafted from 100 percent Japanese white rice for an exceptionally smooth finish.
The Spirit of Suntory in a Glass
If you've walked down the bar-lined streets of Japan or even visited one of Australia's top whisky bars, you would have encountered the highball cocktail. A balanced combination of whisky and soda (and a wedge of lemon), it has long been a fixture of Japanese drinking culture, and Suntory has played a vital role in its revival. While the highball originated in the UK, Suntory perfected the drink, rolling out Tory's Bars in the 1950s, where patrons could sip highballs after a long day at work. Today, the highball is trending. Sipped by young folk in bars, paired and reimagined by the best bartenders in the world.
Celebrating 125 Years
As Suntory celebrates its 125th anniversary, it remains deeply rooted in the values that Shinjiro Torii instilled over a century ago. "We have grown from our roots in Japan to become a truly global company," says Greg Hughes, president and CEO of Suntory Global Spirits.
From the first drops of Akadama Port Wine to the pioneering Japanese whisky and beyond, Suntory's history is marked by a continuous drive to innovate. Whether perfecting the highball or creating products like Minus 196, the company's story is one of bold experimentation, guided by a deep respect for tradition. As Suntory moves into the future, one thing is clear: it will continue to shape how the world drinks, one glass at a time.
Find out more about Suntory's legacy and full range of products at the website.
