The Deacon sees ‘surging demand’ in Japan
Sovereign Brands-owned whisky The Deacon has claimed it has seen ‘remarkable sales momentum’ in Japan since launching in the market in April 2024.
The blended Scotch whisky brand was created by Sovereign Brands in collaboration with the company’s backer, French firm Pernod Ricard.
After debuting in Japan in April 2024, the brand has said it has seen ‘exceptional results’ with more than 64,800 bottles sold between April and September 2024 in 1,000 stores.
The Deacon added that its success has been driven by its ‘distinctive flavour profile and competitive price point’.
Brett Berish, CEO and co-founder of Sovereign Brands, said: “The Deacon’s remarkable performance in Japan reflects the strength of our partnership with Pernod Ricard Japan and demonstrates the success of our strategic rollout strategy.
“The overwhelming response from consumers – in stores and on social media – has affirmed The Deacon’s unique appeal as a premium yet accessible whisky. As we expand nationwide and engage more trade partners, we’re excited to bring The Deacon to an even broader audience.”
The brand’s sales push in Japan is said come from strategic partnerships with five major retail chains in the country: Yamaya, Donki, Liquor Mountain, Bic Camera, and Big Liquor.
Since 15 October 2024, it has expanded to all trade channels and is available in over 3,000 accounts, in both the on and off-trade
In addition, momentum is said to have also come from ‘strong organic traction’ on social media. The brand said there are ‘over 200 posts of influencers interacting with the brand, and on YouTube, videos showcasing The Deacon have amassed up to 1.5 million views, with several receiving more than 20,000 likes’. Content on social media has also depicted it as a popular choice in a Highball.
For 2025, the brand said it will look to build on the momentum with an ‘ambitious’ growth strategy. This will include expanding on and off-trade partnerships, enhancing digital marketing efforts, including collaborations with regional influencers, and generating seasonal campaigns around cocktails and limited edition packaging.
To support the strategy, The Deacon will host tailored activations such as cocktail workshops and tasting events.
Offered at 40% ABV, The Deacon has an RRP of US$39.99.
At the end of last year, The Spirits Business looked into the challenges facing the Japanese whisky category, with producers juggling between rising prices and strong demand.
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