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.
Shinjiro opened the first malt whisky distillery in Japan in 1923, developing whiskies well suited for Japanese palates. Soon after, Suntory popularized the highball cocktail amongst Japanese drinkers – a simple and crisp mix of whisky and soda water. The highball had been considered the most fashionable drink in America. And Shinjiro took note.
From Exclusive to Inclusive Experiences
Suntory pioneered highball culture in Japan, and, over time, transformed whisky from a luxury drink to a casual beverage for everyone. In the 1950s, highball bars and izakayas catered to the modern, to the male salarymen and working professionals. The whisky highball became a status symbol, and a well-known inclusion in food and beverage pairings.
Over the next few decades, whisky became mainstream, competing with beer and lighter beverage options as market demand shifted. When the 1980’s saw a decrease in whisky consumption worldwide, Suntory persevered. We revamped the whisky market in the 2000’s by centering the spotlight on the highball – positioning the drink as a nostalgic symbol, highlighting its virtues and creating new experiences to match.
Suntory also created new products to elevate the highball. We designed an original kanpai (cheers) mug specifically created for highballs. Kanpai mugs and the sentiment are traditionally enjoyed by beer drinkers. The company also developed The Suntory Bar at Home toolkit, a product offering customers the convenience and ease of making their own Suntory Highball from the comfort of home.
Through these innovations, Suntory was inviting people to better understand and appreciate the drink, which elevated the highball, making it a staple among drinkers. We are constantly developing creative ways to offer experiences that customers and partners will enjoy and benefit from.
Elevating the Highball Experience
We continue to build an enduring legacy by investing in education and advancing highball culture. Seminars at restaurants, TV commercials, in-store promotions – all of these efforts work together to keep the Suntory Highball culturally relevant across generations. Suntory employees have also teamed up with restaurants and distributors to ensure the highball remains a mainstay on menus. Perhaps one of the most recent inventions has been the highball machine – a streamlined mechanism to dispense whisky and soda water in perfect proportions as easily as pouring a draft beer. Suntory’s highball machines have even made their way overseas into bars in New York, Chicago, and D.C.
An Enduring Commitment to Customers
As tastes evolve and trends enter the mainstream, Suntory remains committed to meeting customers where they are with new and enjoyable drinking experiences. Our investment in research, products, and partnerships is emblematic of our passion for elevating the category, co-creating new cultural standards, and enriching lives.With highballs now a staple across Japan, we are setting our sights on expansion into other markets – growing an international fanbase for the Highball as a refreshing way to enjoy whisky, all with the underlying sentiment of Yatte Minahare.
