Beam Suntory launches Hibiki Japanese Harmony Bar

Beam Suntory is readying to launch a “sensory” bar to showcase its newest whisky expression, Hibiki Japanese Harmony.

Guests will learn how changes in the seasons influence the maturation and taste of the whisky

The House of Suntory Whisky will launch the event, a “world first sensory experience”, at Soho Revue in London, to explore the heritage and craftsmanship behind the new variant.

The Harmony Lounge is described as “a traditional Japanese space”, and serves a range of seasonally inspired Hibiki cocktails including the Hibiki Cherry Blossom, which features a carved ice ball.

Guests will learn how changes in the seasons influence the maturation and taste of the whisky, and will also be offered traditional washi paper on which they can write a wish to hang on a Tanabata tree, in celebration of the Japanese Tanabata festival.

Keita Minari, brand manager at Beam Suntory, said: “This event is a world first; an idea based on the art of blending and Hibiki’s harmony with nature which has developed into our first interactive consumer brand experience.

“The Hibiki Japanese Harmony Bar is an exciting and refreshing take on a typical Japanese whisky bar. It encapsulates Hibiki’s core values, creating a place of harmony in the heart of the city, which gives guests a traditional Japanese experience.

“London has such a strong love of Hibiki that it seemed the perfect place for Hibiki Japanese Harmony to be launched.”

Hibiki Japanese Harmony is a blend of at least 10 malt and grain whiskies aged in five different types of casks, from Suntory’s Yamazaki, Hakushu and Chita distilleries.

The Hibiki Japanese Harmony Bar will be open on July 8 and 9, and tickets can be purchased at http://hibikijapaneseharmony.designmynight.com at £24 each.

Last week, Suntory launched the Hibiki expression in Australia.