HOUSE OF THE RISING SUNTORY

James Bowker, Global Advocacy Manager for Beam Suntory, on how having pioneered "no age statement" Suntory Japanese whiskies have become so compelling

- JONATHAN HO

THE HOUSE OF SUNTORY is a gathering of the best Japanese artisans, crafting world-class spirits, inspired by Japanese nature and mastered with Japanese craft; and is home to appellations like Yamazaki, Hakushu, Chita and Hibiki as well as Suntory Whisky Toki, Roku Gin and Haku Vodka, its premium offerings. James Bowker serves as Global Advocacy Manager for this esteemed House. After a long career in hospitality, his passion with Japanese brands ignited when he was running his own bars across Europe and Japan. Bowker’s favourite memories include an apprenticeship at Bar High Five in Tokyo, during which he tasted his 250th Japanese whisky, a journey that continues to this day.

I recall Suntory being one of the first to pioneer “no age statement”. Do you feel this affects that segment? After all, to new consumers, age statement is everything and then you have connoisseurs where it is all about taste profile…