JSLMA to register Japanese whisky GI
The Japan Spirits & Liqueurs Makers Association (JSLMA) is planning to register Japanese whisky for geographical indication (GI) status to “strengthen” the category.
In February 2021, the JSLMA announced a set of rules similar to those of Scotch, which stated that Japanese whisky would have to be 100% distilled, aged and bottled in Japan.
However, the labelling standards were not legally binding and only members of the JSLMA had to comply with the regulations by the time the three-year transition period ended in April 2024.
Now, the JSLMA has revealed its intention to apply for GI status for Japanese whisky to legally enforce the regulations.
The organisation said it would consult with the Japan National Tax Agency on the establishment of ‘Labelling Standards for the Manufacturing Process and Quality of Japanese Whisky’, both under the Liquor Industry Association Act.
Daisuke Tsukahara, chairman of JSLMA, noted that the guidelines were established to “protect the reputation” of the category and “address consumer confusion”.
However, he said: “Despite these efforts, we unfortunately find many products still misleadingly labelled as ‘Japanese whisky’.”
Tsukahara is hoping to “strengthen” the current standards through the GI application.
The move also coincides with the JSLMA’s launch of a new logo to reinforce the new labelling standards for the category.
The organisation is hoping to raise awareness of the category both locally and globally, and ensure that consumers can easily distinguish between different styles of whisky.
The new circular logo is depicted on the head of a cask and features the letters ‘JW’ in the middle, surrounded by the words ‘Japanese whisky’ and the ‘JSLMA’.
The JSLMA has submitted a trademark for the logo to the Japan Patent Office, with plans to file similar applications in international markets.
Tsukahara believes the new logo will “help consumers better distinguish authentic Japanese whisky”.
He continued: “We hope that our efforts to improve transparency, clarity for consumers, and safeguard the reputation of the Japanese whisky category will lead to further prosperity of the entire whisky industry in Japan.”
Established in 1953, JSLMA has 104 members including the House of Suntory.
‘Significant milestone’
Masaki ‘Mory’ Morimoto, president of The House of Suntory, added: “Since establishing Japan’s first malt whisky distillery at Yamazaki in 1923, our relentless pursuit of quality and perfection has led to our Yamazaki, Hakushu and Hibiki whiskies bringing global attention and prestige to Japanese whisky.”
In April 2024, House of Suntory confirmed all of its exported Japanese whiskies are 100% distilled, matured and bottled in Japan, in line with the standards.
Morimoto said: “We are pleased to see that the JSLMA is taking steps to make this new standard legally binding and unveiling a new logo that will help people easily distinguish authentic Japanese whiskies in the market.”
He confirmed that Suntory would gradually incorporate the new JSLMA logo on its Japanese whiskies in key markets “as early as the end of this year”.
Morimoto added: “The JSLMA logo is a significant milestone for improving transparency and we welcome their efforts to continue to protect the incredible reputation of Japanese whisky around the world.”
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