Quality & Craftsmanship
Our dedication to perfection is at the heart of our work at Suntory. Through our efforts to provide excellence in safety, reliability, and delight, we create new value and high-quality products that enrich the lives of our consumers.
Our quality policy, “all for the quality,” means that every stage from the very beginning of product development to the moment of consumption, must pursue the highest of standards.
“Without good water, good whisky cannot be created.”
Suntory says that water has a bigger impact on whisky than most people realize, and that “without good water, good whisky cannot be created.”The area around the Yamazaki Distillery has long been famous for its exquisite natural water, which is selected as one of Japan's one hundred best natural mineral waters. At Hakushu distillery, water filtered for decades through granite gives a fresh, clean aroma. Each water source brings its own character, shaping the flavors we craft in every bottle.
Protecting this precious resource for the future is part of our commitment, because the best whisky can only be made by living in harmony with nature.
Great whisky evolves when unique sensibilities inspire each together.
In many countries, whisky brands rely on a single master blender for each label, Suntory takes a different approach. We believe that diverse opinions are the source of true innovation.That’s why every brand is crafted by a whole team. Even the Chief Blender doesn’t decide alone. Every cask is tasted together, and ideas are shared openly. Different perspectives spark new discoveries, which lead to innovation.
As Shinji Fukuyo, our Chief Blender, says: “The growth of each individual inspires the team, strengthening our blending craft and ultimately driving the innovation of Suntory whisky's quality.”
Our innovation comes from challenging conventions and creating new value together.
Blender and the Barrel: A Tale of Nature and Dedication
Our blenders don’t just work in the distillery—they sometimes go straight to the forests where the barrels’ wood begins its journey, because every Suntory whisky starts with nature’s great gifts.Our Chief Blender Shinji Fukuyo and his team travel specifically to the regions where our Spanish oak and Mizunara are sourced, learning from the land and from the people involved in every stage of the wood’s transformation—from selecting and shaping the wood to the craft of cooperage. Because the whisky inside depends on all of it.
The wood’s character shapes aroma, flavor, and color. This hands-on care to understand the very first steps of barrel making helps bring depth, connection, and meaning to every glass.
Who turns every pour into a story?
Bartenders aren't just our customers—they're our partners in flavor, culture, and creativity. They bring our brands to life in the moment they are enjoyed, serving with more skill, care, and passion than we could ever express. At Suntory, we craft our products with the real drinking moment in mind—the places where people taste, talk, and connect. That’s why our teams regularly visit bars to listen, observe, and learn from the very people who shape how our products are enjoyed.Following this philosophy, Chief Blender Shinji Fukuyo also visits bars whenever he can—meeting bartenders, hearing their stories, and understanding how guests truly enjoy each pour. Their honest opinions, new trends, and fresh inspirations often become sparks for future whisky. Their craft, their hospitality, and their dedication add meaning to every glass.
For all of this, we’re truly grateful. To every bartender who shapes the way our whisky is experienced—thank you.
