Independent brand builder Milestone Beverages has joined forces with fellow Hong Kong company Global Drinks Limited to bring Onikishi Japanese whisky into travel retail.
According to the partners, Onikishi – which means ‘Demon Knight’ in Japanese – is born of a passion for Japan’s culture, heritage and traditions. It is also fuelled by the “unstoppable demand for Japanese whisky”.
“We developed Onikishi hoping to capture the imagination of fans of Japan, anime enthusiasts and casual samurai wannabes like myself, and marry the traditional Japanese style to the wider world of modern whisky” – Milestone Beverages Director of Marketing & Operations Damith Weerakoon
Onikishi Blended – the first offering in the range – is produced in Japan’s Hyogo Prefecture, “the birthplace of the best sake rice”. The area, renowned for its ability to produce fine beverages, features strongly in Kojiki Japanese mythology, giving it “a strong connection to the spirit world(s)”.
Milestone Beverages Director of Marketing & Operations Damith Weerakoon said: “We developed Onikishi hoping to capture the imagination of fans of Japan, anime enthusiasts and casual samurai wannabes like myself, and marry the traditional Japanese style to the wider world of modern whisky.
“Onikishi is a whisky for all which stands out on any shelf, tells an interesting story and pleases the palate, paying homage to the enduring essence of Japan. While Onikishi’s modern look and feel targets a younger generation, we have selected a whisky and profile to satisfy whisky regulars as well.
“Global Drinks is the perfect partner to put Onikishi in the spotlight where it belongs,” Weerakoon said. He said new partnerships targeting European markets will be announced soon, underlining a mission to have Onikishi “well established in Europe and in the USA in the next couple of years”.
“We want to be the number-one choice for affordable, quality Japanese whisky,” he added.
The partners pointed out that Japan evokes sharp contrasts as “pioneers of cutting-edge technology yet guardians of ancient traditions, elaborate anthologies of folklore met by modern practicality and a disciplined work ethic against its whimsical storytelling expertise”.
“Onikishi echoes and honours these contrasts with its traditional look and feel of Japanese sake and whisky, but twists it with a bold Anime style and provocative graphics,” Weerakoon said. “Onikishi is a taste of Japan both old and new, ready to take the wider world by storm.”
Travel retail is regarded as an important channel for Onikishi and “perfectly suited to its aesthetic appeal”. “Onikishi is already gift boxed and ready for travel retail while we have a whole host of other point of sale materials, gifting ideas and promotions we can look at to boost sales,” Weerakoon said.
Global Drinks Founder and Managing Director Harry Kartasis commented: “I am extremely excited that Global Drinks Ltd will be representing Onikishi Japanese Whisky in global travel retail.
“I have been searching for a Japanese whisky to complement our portfolio for the past few years. The fact the brand is under the stewardship of Milestone Beverages is even more exciting as we get to partner with a company on the rise, while I also get to work with the founder Joe Milner who is a close personal friend.”
Onikishi Blended Tasting Notes:
Nose: A woody body from American white oak nuanced by honey tones give way to a heathery and myrtle floral scent with a touch of citrus.
Palate: Honey and vanilla give way to caramel and warmer cedar smoke.
Finish: A refreshing kick of yuzu zest contrasts the opening sweetness to end as it begins on a woody note.
