‘Mizu To Ikiru’ (living with water) – the promise the House of Suntory makes to its customers, and the voice of its philosophy

The House of Suntory last night celebrated 100 years of fine whisky making in an extraordinarily atmospheric setting at The Londoner in Leicester Square, London.

The HOS 100th Anniversary Event, themed ‘Suntory Time’, was attended by 100 guests worldwide, with The Moodie Davitt Report honoured to represent the travel retail community.

Special guests included Canadian actor Keanu Reeves, Academy Award-winning director Sofia Coppola and fifth-generation Chief Blender Shinji Fukuyo.

As reported, Ms Coppola has created a short film (see below) called the ‘Suntory Anniversary Tribute’, which features Keanu Reeves, (shown as the culmination of the evening) to celebrate the House’s landmark.

Guests dined inside a room encircled by a beautifully evocative and immersive digital surround, showcasing scenes of nature, water and the evolution of The House of Suntory during the past century. We will bring you a full pictorial review (and whisky tasting notes) in due course.

Each course (see below) focused on a particular era with Suntory whiskies carefully chosen to match. Expert Brand Ambassadors were on hand to discuss the qualities of each whisky.

Guests were treated to Suntory whisky highballs before dinner

House of Suntory Managing Director Jon Potter told guests: “This is a huge privilege to be here tonight to welcome you all to this celebration of 100 years of the House of Suntory. Thank you to all our trade and media partners for being here.

Jon Potter: “We know that we have a big task with this legacy that we need to honour but we also need to innovate and what we do tomorrow and the next day will actually set the scene for the next 100 years”

The Moodie Davitt Report Founder & Chairman Martin Moodie discovered what Suntory Time meant during a memorable evening

“I would like to thank Sofia and Keanu, long-time friends of the House,” Potter said to loud applause. It’s been tremendous working with you over the last two or three years to bring this project to life. It’s been a real education for all of us and just so much fun.

“And then Shinji, our fifth-generation Chief Blender. We wouldn’t be here tonight celebrating without you; without the work you do and the magic you bring.”

Potter also paid fulsome tribute to the generations that had preceded Shinji Fukuyo and his team, noting “the staggering quality of whiskies that you bring to us. It’s just remarkable.”

Travel retail embraces the anniversary spirit

Beam Suntory is also celebrating The House of Suntory’s centenary with the release of several limited-edition expressions.

These include Yamazaki 18 Year Old Mizunara and Hakushu 18 Year Old Peated Malt whiskies, as well as 100th anniversary labels of the flagship Yamazaki 12 Year Old and Hakushu 12 Year Old.

These will be available at selected travel retail locations from mid-June, supported by a series of immersive pop-up activations and advertising campaigns.

The debut activation will take place at Singapore Changi Airport T1 in partnership with Lotte Duty Free Singapore. The installation will run from 15 June to 25 July, and will offer tastings, interactive digital activities and exclusive anniversary gifts for visitors.

The anniversary whiskies will also be available through retail partners at Shanghai Pudong Airport, Dubai International Airport, Indira Gandhi International Airport and Heathrow Airport.

Activations at these locations will be introduced from July onwards.

He continued. “We’re really here today because of a vision of a young man. In 1923, Shinjiro Torii, who founded the Yamazaki distillery, had a vision, a really simple vision. He had been importing Scotch and other spirits into Japan and he wants to create a whiskey that was actually for the Japanese.

“And after much searching, he found a place outside of Kyoto, where three rivers came together, where the water was soft, the climate perfect, and he founded the Yamasaki distillery [in 1923; Suntory Whisky Shirofuda (White label) – Japan’s first authentic whisky, was launched in 1929 -Ed]. And you could say that was the start of this beautiful journey.”

Potter spoke passionately of the House’s subsequent development and the creation of the Hakushu and Hibiki brands. “Hibiki really captures many of the aspects of what makes the House of Suntory special. It’s a celebration of harmony,” he said.

“It’s really about celebrating man and nature together in harmony and monozukuri [a groupwide commitment to producing high-quality, safe and reliable products that delight consumers across the globe -Ed] – the craftsmanship that people like Shinji bring to the business but also this harmony and nature that really are the foundation stones of the House.”

Potter added: “For us, tonight isn’t just about looking backwards over 100 years. It’s also about looking forward. So we know that we have a big task with this legacy that we need to honour but we also need to innovate and what we do tomorrow and the next day will actually set the scene for the next 100 years.”

He said the values that underpin the House of Suntory will endure through the coming century. “If you talk to Shinji about his view of perfection, he will always say, ‘Chase perfection, invest, go after perfection, though you’ll never ever achieve it.’ That sort of quest and drive is just tremendous.

“So [it’s about] monozukuri, one of our core values, and harmony with nature. What makes Japanese whisky different is definitely the craftsmanship. But also the seasons in Japan, the water that we use, and the respect for the nature that have.

“We’re really proud of our sustainability initiatives that we have in the House of Suntory, though we’ve got more to do. But this respect for nature, and how we work with nature, is really critical to our brand.”

Innovation, too, will be critical to the future, said Potter, citing the success of Roku gin and Haku vodka. “More will come. This obsession with bringing new ideas from Japan to the market is critical to success.”

Potter spoke evocatively about the treasured concept of ‘Suntory Time’. “It’s about the friends you meet along the way,” he said, closing with a toast. “To the friends we’ve met tonight and the friends we met along the way, you will always be welcome at the House of Suntory.”

The House of Suntory has released anniversary editions for its popular Japanese whiskies including The Yamazaki and Hakushu

The Yamazaki 18 Year Old Mizunara highlights the craftsmanship that underpins Suntory’s whisky-making philosophy

A life-changing experience – Keanu Reeves

One of those friends along the way has been Keanu Reeves, with whom Suntory first collaborated on an advertisement for Suntory Reserve three decades ago.

Reeves told the audience: “I’m a long-time fan [of the House of Suntory]. And it’s an honour to be here alongside the fantastic, amazing Sofia Coppola.

“It’s 30 years since we made our first commercial and I can say that my admiration for Suntory whisky has only grown since that day.”

Keanu Reeves praises the work of “the fantastic, amazing” Sofia Coppola (pictured below in white seated)

Reeves spoke warmly about his recent time in Japan working with The House of Suntory on a series of documentary shorts titled ‘The Nature and Spirit of Japan’, directed by Roman Coppola.

The series explores Japanese whisky culture through three lenses: harmony with nature (Wa), Japanese craftsmanship (Monozukuri) and authentic Japanese cultural experience (Omotenashi).

“It was a personal journey, going to Japan, spending time with Japanese artisans, getting to spend time at the Yamazaki distillery and the Hakushu distillery, meeting with Master Blender Shuji and management and really getting to learn and know about the House of Suntory and their extraordinary whisky,” Reeves said.

“It’s really been a life-changing experience and inspiring.” ✈