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Home » Asahi Breweries, Ltd. First new whiskey brand in 4 years “Nikka Frontier” to be released on October 1st

Asahi Breweries, Ltd. First new whiskey brand in 4 years “Nikka Frontier” to be released on October 1st

[Asahi Breweries, Ltd.] First new whiskey brand in 4 years “Nikka Frontier” to be released on October 1st
*Asahi Beer Co., Ltd.*
Press release: July 5, 2024
First new whiskey brand in 4 years “Nikka Frontier” released on October 1st *The key malt is heavy peat malt from Yoichi, where the company was founded* Asahi Breweries, Ltd. (Headquarters Tokyo, President Kazuo Matsuyama) is proud to announce the release of Nikka Whiskey Co., Ltd.
(Headquarters Tokyo, President Kazuo Matsuyama).
Frontier” will be released from October 1st. “Nikka” released in 2020 This is the first new year-round whiskey brand in four years since “Session”. By strengthening our product lineup in the premium category, we will offer a variety of ways to enjoy and enjoy whisky.

“Frontier” was developed with the intention of returning to our roots on the 90th anniversary of Nikka Whiskey’s founding and passing on to future generations the frontier spirit of founder Masataka Taketsuru, who pioneered the history of Japanese whiskey.

The key malt is heavy peated malt from the Yoichi Distillery, where the whiskey was founded, and even though it is a blended whisky, the blend ratio of malt whiskey is at least 51%, resulting in a rich malt aroma and pleasant smoky taste. You can enjoy it. In general whiskey production, “chill filtration” is performed to prevent the formation of cloudiness and lees, but this product is “non-chill filtered”, which is filtered at room temperature, so it is rich in flavor components. You can feel the rich aroma and complex taste.
The bottle has a simple design that shows the liquid color all over. On the front is the company logo “NIKKA”
A large “N” in the same font as “WHISKY” is placed in the center, and the “Nikka emblem” is placed on the cap seal. The back side is engraved with a shimenawa design. This name comes from the fact that Masataka Taketsuru’s birthplace was a sake brewery, and the fact that the pot stills at the distillery are covered with shimenawa ropes expresses the founder’s passion for making whisky.

As for advertising, we are planning to air a TV commercial featuring singer-songwriter and actor Masaharu Fukuyama, who is appointed as the “Nikka Whiskey Domestic Special Ambassador.” In addition, we will aim to expand awareness and encourage drinking by disseminating information using digital media such as the web and SNS.

As Nikka Whiskey celebrates its 90th anniversary, it has formulated a new communication concept: “Whiskey for the enjoyment of life.” We offer our customers the unique charm of Nikka Whiskey and a variety of ways to enjoy whisky, with the hope that people can enjoy life itself through the rich personality and diverse ways of enjoying whisky. On July 2nd, the 90th anniversary commemorative product “The Nikka Nine Decades” was released in limited quantities.

The global whiskey market is expanding year by year, and the growth of high-priced whiskey is particularly noticeable. Nikka Whiskey’s Western liquor business has grown to approximately double the size of 10 years ago in 2013. With the aim of stably supplying domestic whisky, for which demand is increasing, this year we will spend approximately 6 billion yen on capital investment, constructing a new barrel storage facility at the Tochigi factory, as well as building new facilities at the Yoichi Distillery and Miyagikyo Distillery. Start designing new storage and purchase barrels.
To date, we have spent approximately 6 billion yen from 2015 to 2017 and approximately 6.5 billion yen from 2019 to 2021 to strengthen our production system. Based on continued capital investment, we will develop products that take advantage of Nikka Whiskey’s strengths and propose a variety of ways to enjoy whisky, with the aim of becoming one of the global top 10*2 in the premium whiskey and above*1 categories in the future. I aim for it.
*1 Whiskey with an average retail price of 2,000 yen (700ml) or more in Japan *2 Total sales volume of Nikka Whiskey’s premium and higher brands, equivalent to being within the global top 10 single whiskey brands.

■“Nikka Frontier” brand site:

* 【Product Summary】 *
Product name: Nikka Frontier
Item: Whiskey
Capacity: 500ml
Alcohol content: 48%
Release date: October 1st
Release area: Nationwide
Reference retail price: 2,000 yen (excluding tax), 2,200 yen (including tax) *About this release details*

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