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Amathus’ Japanese spirits sales soar

Spirits retailer Amathus Drinks has recorded a 186% increase in sales within its Japanese spirits sector, boosted by House of Suntory’s centenary celebrations.

House of suntory Amathus
Amathus was the only company to promote House of Suntory’s anniversary range ahead of the launch

The UK retailer says its triple-digit sales boost is due in part to the House of Suntory’s 100-year anniversary activations, the range in choice of Japanese cuisine, and the guaranteed exceptional quality that comes with spirits from the Japanese culture.

Tom Miller, Amathus Drinks commercial director, said: “Our ambition is to bring drinks from around the world to the UK, and we’ve had great success doing that with Japanese spirits.

“Since 2019, we have seen a 186% growth in Japanese spirit sales, however growth in high-value Japanese whisky in the last year has plateaued due to demand outstripping supply.

“To counter this, we continue to extend our range of other Japanese spirits such as Ki No Bi Gin, Asahara Yuzushu Liqueur, and Mild Mizuho 5-year-old soju, which are starting to gain strong traction.”

Amathus says it stocks products from “around 30 different Japanese producers”, including Nikka Coffey Gin and Asahara Shuzi Nigori Yuzushu Liqueur, which is said to be an ‘extremely tangy’ Yuzu-flavoured liqueur that ‘works as a great digestif’.

Miller noted that despite logistical challenges importing from Japan, the company is “continually striving to bring in more, so this will increase”.

Going forward, Miller expects to see “a greater breadth of products available for the UK market, and not simply whisky”.

“We are looking to bring in Japanese spirits from all categories including rum, gin, vodkas, soju and liqueurs.”

House of Suntory activations

In addition, Amathus was the only company allowed to promote House of Suntory’s range of four special edition bottles ahead of the launch, and its Soho store hosted a window display of the releases.

The retailer is also hosting a consumer masterclass on 28 July at its South Kensington store, where the 100th Anniversary range will be opened for consumers try.

“I believe we are the only company opening these exclusive bottles in such a way,” said Miller.

Tickets for The House of Suntory Whisky Masterclass at Amathus Drinks, South Kensington, are available to purchase via Eventbrite for £197.80 (US$254) per person.

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