Japanese Whisky Bottles Will Get a New Logo and Certification in 2025
After years of confusion (and sometimes intentional obfuscation), Japanese whisky finally got a set of standards and regulations in 2021… that were completely voluntary. Then last year, those rules became official… except they were still voluntary. Still, many of the major Japanese whisky brands were already compliant with the regulations and continue to be, which is a good thing for both consumers and producers. Now, a new logo has been unveiled to indicate that a bottle is in full compliance with the rules—and yes, it’s still voluntary, but it’s also another step in the right direction.
The guidelines in question were created by the Japan Spirits & Liqueurs Makers Association (JSLMA) in an attempt to make sure that bottles labeled as Japanese whisky really contained whisky produced in Japan. That’s because for many years producers would label blends that included scotch or other types of whisky made in different countries as Japanese whisky, or even just bottle some scotch whisky in Japan and label it Japanese whisky. There is nothing wrong with the practice of blending different types of whisky, but the guidelines now requires that to be called a world blend so the consumer knows more about what is actually in the bottle.
The JSLMA guidelines are as follows: Water used in the whisky must come from Japan; saccharification, fermentation, and distillation are done in Japan; the whisky must be aged in wooden casks for at least three years and bottled in Japan; the whisky must be distilled to less than 95 percent ABV and bottled at a minimum of 40 percent ABV; and caramel coloring can be used for consistency, like scotch. The two main Japanese whisky companies, Suntory and Nikka, already adhere to these rules throughout their portfolios and specify on their websites which expressions are world blends and which were entirely produced in Japan. The new logo, however, brings that information right to the bottle, with the initials “JW” surrounded by “Japanese Whisky” and “JSLMA” on a drawing of whiskey barrel head.
House of Suntory president Masaki “Mory” Morimoto issued a statement in support of this new regulation. “We are pleased to see that the JSLMA is taking steps to make this new standard legally binding and unveiling a new logo that will help people easily distinguish authentic Japanese whiskies in the market,” he said. “We are proud to announce that the House of Suntory will gradually be incorporating the JSLMA logo into our authentic Japanese whiskies in our key markets as early as end of this year. The JSLMA logo is a significant milestone for improving transparency and we welcome their efforts to continue to protect the incredible reputation of Japanese Whisky around the world.”
The goal is ultimately to codify the regulations and give Japanese whisky GI (geographical indication) status in the same way that bourbon, Cognac, and tequila have. The JSLMA says that it will continue to consult with the Japan National Tax Agency to move towards this goal. In the meantime, start looking for the logo later this year, and if all else fails just do some research on any new bottles you wish to purchase—or reach out and ask the producer directly.
