Fledgling Karuizawa Distillers sets out stall ahead of whisky launch

Japanese single malt whisky maker Karuizawa Distillers has outlined its target markets for its first products when they go on sale next year.

Speaking to Just DrinksCEO Koji Shimaoka said the group would likely “target three regions” – Asia-Pacific, North America and the EU.

Karuizawa began distilling at its Komoro Distillery in the foothills of the Mount Asama volcano in central Japan in 2023. Its first batches of whisky will be available from this location next year.

Shimaoka said he expected Asia-Pacific to be Karuizawa’s largest market, with the company focusing on Taiwan, Hong Kong and mainland China.

The group also plans to set up a “global sales hub” in Singapore, to manage its global distribution.

As part of Karuizawa’s strategy, the company is looking to sell directly to consumers, as well as through “premium channels”, such as department stores, hotels and “maybe” travel retail, Shimaoka said.

He also expects the US to be an important region for the business. “Last year, we went to America to participate the whisky show in New York. I can feel the US consumer just really eagerly waiting for our whiskies.”

Karuizawa has distribution partners in place for Japan when it brings its first single malt to market in 2026.

It also has distributors for the US, Taiwan, Singapore, Hong Kong and mainland China.

In the US, Shimaoka said Karuizawa intended to target the East and West Coast regions as well as further south, such as Texas or Florida and Chicago in the Midwest.

Founded in 2019, Shimaoka is the majority shareholder in Karuizawa, alongside Ian Chang, the group’s master distiller.

Last weekKaruizawa announced plans to build its second distillery, called Furaliss. The site will be based in Furano, a city on one of Japan’s northern main islands Hokkaido.

The Furaliss location is slated to open in 2028 and is being built together with local conglomerate Seibu Group and the city of Furano.

When Karuizawa’s products hit the market, they will be priced in the $80-$150 range, Shimaoka said, which means the business is unlikely to see “as much of an impact” from tariffs when it enters the US.

“It’s still okay, because… we are targeting their premium segment, which is more resilient than the low-end priced products.”

The company also has a short- and long-term strategy in terms of volumes, Shimaoka said. In roughly six years’ time, Karuizawa is looking to produce 100,000 nine-litre cases of whisky.

“Maybe in ten years’ time my plan is to take [it] up to 1 million nine-litre cases,” said Shimaoka. “I know that’s a big challenge but it’s doable if we can keep working hard.”

In the future, the business would also like to have another two distilleries in Japan, though “nothing has been set in stone”.

Shimaoka also pointed to wanting to acquire “one or two distilleries in Scotland”, though this was not being assessed at the moment.

“Fledgling Karuizawa Distillers sets out stall ahead of whisky launch” was originally created and published by Just Drinksa GlobalData owned brand.

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