56-Year Heritage of SUNTORY OLD

• Initial production of OLD
In 1929, founder Shinjiro Torii announced Japan's first genuine whisky, Suntory Shirofuda (white label). It marked the start of domestic production of exceptional whiskies that satisfied the Japanese palate. By 1940, SUNTORY OLD was ready for release, but sales had to be postponed because of the war.

• Introduction of OLD
The Yamazaki Distillery escaped wartime damage, and OLD was launched in 1950. OLD was blended from round, mellow malt whisky and superior grain whisky. It came to be viewed as a fitting whisky to enjoy after career advancement. Accordingly, gifts of OLD have driven sales.

• From a luxury liquor to a popular favorite
Starting in the late 1960s, Japan's economic boom heralded a surge in the adoption of Western ways in the everyday lives of Japanese, who acquired a taste for whisky and many other Western drinks, including brandy and wine. Demand grew for OLD, and Suntory developed promotional campaigns to help it earn a place in restaurants specializing in sushi, tempura, and other fine Japanese cuisine, as well as in the home liquor cabinet. Sake was no longer the only drink available, and sales of whisky increased tremendously.

• Promotion of OLD
OLD had become a beloved favorite, and an extensive ad campaign was developed to promote it even more. Famous ad copy highlighted the nature of whisky as a lovingly crafted drink. Serial ads were aired, and songs from TV commercials echoed in viewers' minds. All have become etched in the memory of generations of Japanese as symbols of the times they reflect.