Discussing the future of Japanese whisky! Presented at the Parliamentary League General Assembly!

On June 3, 2025, the General Assembly of the 'Japan Domestic Whisky Promotion Parliamentary League,' which aims to revitalize regional communities through domestic whisky, was held!

Dear WHISKY, as an organization supporting craft whisky distilleries across Japan and sharing the latest international whisky information, was given the opportunity to present to members of parliament who have distilleries in their constituencies!

What is the General Assembly of the Japan Domestic Whisky Promotion Parliamentary League?

Event Overview

The General Assembly of the Japan Domestic Whisky Promotion Parliamentary League is a meeting where member parliamentarians gather to hear from producer organizations and relevant government ministries.

Event Name	Japan Domestic Whisky Promotion Parliamentary League General Assembly
Date and Time	Tuesday, June 3, 2025, 15:00
Place	House of Representatives Second Members' Office Building, B1, Meeting Room 2
Chairman	Hiroyuki Nakamura

What is the Japan Domestic Whisky Promotion Parliamentary League?

The 'Japan Domestic Whisky Promotion Parliamentary League,' which aims to revitalize regional communities through the promotion of domestic whisky, was established on June 20, 2024.

This parliamentary league is working to further develop Japanese whisky, which is seeing increasing demand both domestically and internationally, by conducting hearings with industry stakeholders and on-site visits to distilleries, thereby raising awareness and understanding of Japanese whisky.

In addition, the league aims to support the growth of the whisky industry throughout Japan by expanding sales channels and stimulating demand both domestically and internationally, ultimately contributing to the revitalization of local economies. Currently, about 50 members, mainly parliamentarians with distilleries in their constituencies, have joined.

Event Report

Opening

In attendance at the venue were members of the Parliamentary League for the Promotion of Japanese Whisky, representatives from relevant government agencies such as the National Tax Agency and the Ministry of Agriculture, Forestry and Fisheries, as well as related organizations including the Japan Spirits & Liqueurs Makers Association and CREA Life Partners Inc. (the operating company of Dear WHISKY). The event was moderated by Ms. Noriko Horiuchi, a member of the House of Representatives.

The first general assembly was held in June last year, and due to the subsequent House of Representatives election, this was the first meeting in about a year.

Officer Approval

Hiroyuki Nakamura was appointed as chairman, and Noriko Horiuchi as secretariat.

Chairman Hiroyuki Nakamura promptly delivered his greetings.

Elected from Hokkaido's 4th district, Hiroyuki Nakamura lives in Yoichi, Hokkaido, and his house is next to the Nikka Whisky Yoichi Distillery, which is also a nationally designated Important Cultural Property, making him deeply connected to whisky.

Using Japanese wine as an example, the previous general meeting reviewed discussions on the definition of domestic whisky, followed by introductions of relevant organizations gathered to accurately understand the current state of domestic whisky. Regarding future prospects for the parliamentary group, it was mentioned that they plan to actively hold study sessions, including visits to distilleries.

Hearing from relevant ministries and agencies

National Tax Agency

As the environment surrounding domestic whisky undergoes significant changes, Mr. Tomoyuki Saisu, Director of the Commissioner’s Secretariat at the National Tax Agency, spoke about the latest market trends and the need for regulatory improvements.

Rapid Increase in Whisky Production License Holders

The first notable point is the rapid increase in the number of whisky production license holders.

As of 2023, the number of licensed whisky production sites nationwide has reached 100, an unprecedented pace. However, the top two companies account for about 75% of the total shipment volume of 143,000 kL among 124 companies, highlighting a structure in which many small-scale license holders exist.

Domestic Whisky Consumption

Domestic whisky consumption has also remained steady.

Although the taxable volume temporarily declined during the COVID-19 pandemic, it has since recovered, reaching 173,000 kiloliters in fiscal year 2023.

This is equivalent to approximately 247 million 700ml bottles, indicating the continued popularity of whisky and the stability of the market.

Exports of Domestic Whisky and the Impact of Trump Administration Policies

Export trends are also noteworthy. Exports surged up to 2022, driven by markets such as China, but then stagnated for about five to six years due to factors like the economic downturn in China.

However, exports are now on a recovery trend, and domestic whisky is once again increasing its presence in overseas markets.

The United States is the largest export destination, and there was a time when whisky was not subject to tariffs there.

However, due to additional tariffs introduced under the Trump administration, a 10% tariff is now imposed, resulting in a cost of about 298 yen per bottle.

Furthermore, if the additional 24% tariff—currently deferred until July 9—is implemented, a 700ml bottle will be subject to a tariff of 714 yen per bottle.

Liquor tax revenue

Whisky also holds an important position in terms of liquor tax revenue. In fiscal year 2023, total national tax revenue was 77.4 trillion yen, of which liquor tax accounted for about 1.2 trillion yen, or 1.5%.

Of this, whisky generated approximately 70 billion yen in liquor tax revenue.

Regarding the taxation method for liquor tax, whisky with an alcohol content below 37% is taxed at 370,000 yen per kiloliter. For higher alcohol content, an additional 10,000 yen is added for each percentage point above 37%. For example, a 700ml bottle of whisky at 43% alcohol is subject to a liquor tax of 301 yen per bottle.

Alcoholic beverage protection system

Internationally, many of the so-called five major whiskies, such as Scotch whisky and Irish whisky, are protected under the system of Geographical Indications (GI).

Japan also has a similar system for protecting alcoholic beverages. If two requirements are met—(1) the characteristics of the beverage are clearly attributable to its region of origin, and (2) management is in place to maintain those characteristics—the Commissioner of the National Tax Agency can designate it as a Geographical Indication.

Currently, about 30 types of alcoholic beverages in Japan have been designated as GIs, with sake among those included.

By utilizing the GI system, mutual protection with foreign countries becomes possible, so further development of the system for Japanese whisky is expected in the future.

Budget for the promotion of the alcoholic beverage industry

In the initial budget for fiscal year 2025, 2.15 billion yen has been allocated for the promotion of the alcoholic beverage industry, and through system development and export support, the international competitiveness of domestically produced whisky is expected to be enhanced.

Ministry of Agriculture

Mr. Toshitoshi Takayama, Export Promotion Officer at the Minister's Secretariat of the Ministry of Agriculture, Forestry and Fisheries, spoke about initiatives to expand exports of agricultural, forestry, and fishery products and food under the theme of "strengthening the ability to earn from overseas."

Whisky as Content

At the outset, Mr. Takayama emphasized that Japanese whisky is one of the most important contents in overseas expansion.

Since 2012, the total export value of agricultural, forestry, and fishery products and food has continued to grow steadily, and whisky is attracting attention as one of the driving forces behind this growth.

Policies of the Ministry of Agriculture, Forestry and Fisheries

Based on the policy concept approved by the Cabinet in April 2024, the government is working to further accelerate exports of Japanese agricultural, forestry, and fishery products and food, focusing on regions overseas where populations are increasing and income levels are rising. In particular, efforts are being concentrated on expanding into regions such as the Asian market, where future growth is expected.

The export of agricultural, forestry, and fishery products is not limited to simply shipping goods overseas for sale; it is expanding to include the overseas development of Japan's entire food industry, such as opening restaurants and retail businesses locally. As part of this, efforts are also being made to deliver whisky to local consumers through restaurants and retail stores.

Growing inbound demand

In addition, the expansion of inbound demand is also a major pillar.

As of 2024, food-related consumption by inbound tourists to Japan has reached 2.3 trillion yen, surpassing the export value of 1.5 trillion yen.

Efforts are being made to cultivate fans by enabling foreign travelers to experience authentic flavors in Japan and encouraging them to continue consuming Japanese food products even after returning to their home countries.

These initiatives are also being carried out in cooperation with the Japan Tourism Agency, including the development of tourism content centered on food and utilizing distilleries as tourism resources, as well as implementing measures in collaboration with local communities.

Whisky export expansion policy

To expand whisky exports, efforts are being made not only to develop local demand through overseas trade fairs and business meetings, but also to invite overseas buyers to trade fairs held in Japan.

In addition, support is being provided for the development of facilities that meet internationally trusted high hygiene standards, further strengthening the system to enhance the quality and reliability of Japanese food products and alcoholic beverages.

Requests from related organizations

Japan Spirits and Liqueurs Makers Association

Next, Mr. Tomoo Arai, Executive Director of the Japan Western Spirits and Liquor Makers Association, spoke about initiatives to raise awareness of Japanese whisky.

What is the Japan Western Sake Brewers Association?

The Japan Western Spirits and Liquor Makers Association was established in 1953 under the Liquor Industry Cooperative Act, and its members include not only whisky manufacturers but also producers of brandy, spirits, and other Western liquors. Currently, 104 companies are active members of the association.

"Japanese Whisky" Voluntary Standards

In April 2021, the association established its own standards regarding the definition of "Japanese whisky."

These standards set strict requirements for ingredients and the production process—for example, only water sourced within Japan may be used. Furthermore, even for products that do not qualify as "Japanese whisky," if Japanese place names, personal names, or the national flag are used on labels or elsewhere, it is necessary to clearly indicate on the company website or similar platforms that the product does not meet the definition (so-called disclaimer labeling).

The background to establishing this definition lies in the issue that some products sold overseas as Japanese whisky were, in fact, made by importing only foreign whisky and simply bottling it in Japan.

Because such products were being distributed overseas as "Japanese whisky," the industry decided to set clear standards in order to protect the reputation and trust of Japanese whisky.

Overseas Markets and Japanese Whisky

Last year, a survey targeting retailers was conducted regarding the recognition of Japanese whisky in overseas markets, revealing that the definition has not yet been fully established. In particular, in Los Angeles and New York, there were confirmed cases of products not meeting the definition being sold as "Japanese whisky," with 17–18% of all products failing to comply with the standards.

On the other hand, whisky export values have been steadily increasing, reaching four times the 2016 level by 2024.

Gaining the trust of consumers both in Japan and abroad will be a crucial factor in further expanding exports in the future.

Promotion of legislation

Currently, efforts are underway to introduce legally backed systems such as the designation of Geographical Indication (GI) and the announcement of production and quality labeling standards by the National Tax Agency, with the association also considering requests to the National Tax Agency.

In addition, the association has applied for a trademark for the Japanese whisky logo with the Japan Patent Office and is proceeding with procedures to allow members to use it. Efforts are also being made to obtain patents overseas, aiming to protect and promote the brand's value.

Serving Japanese Whisky at the Osaka-Kansai Expo

Furthermore, at the Osaka-Kansai Expo in 2025, under a contract with the sake brewers' association, 22 Japanese whisky products are scheduled to be featured on the menu at official luncheons held at the Guest House and the Japan Pavilion.

This is expected to widely showcase the appeal of Japanese whisky on the international stage.

Request for tax reform

Finally, Mr. Arai also mentioned the annual tax reform request that is submitted each year.

Currently, a tiered liquor tax system based on alcohol content is in place, but for certain ranges such as 1–8% and 12–37%, the tax per degree of alcohol is set relatively high, resulting in disparities in the tax burden on Western liquors.

He stated that correcting these imbalances would encourage diversification in product development and help revitalize the industry as a whole.

Dear WHISKY's Presentation

Dear WHISKY's Support Services for Japanese Distilleries

Finally, as a private organization promoting Japanese whisky, CREA Life Partners Inc. (headquartered in Shinjuku, Tokyo), the operating company of Dear WHISKY, gave a presentation on the company's whisky business initiatives, the international reputation of Japanese whisky, and examples of regional revitalization through distilleries overseas!

Dear WHISKY has been sharing information with the world in five languages as one of Japan's largest comprehensive whisky information websites. With a record of up to 800,000 monthly page views, it continues to grow as a media platform connecting makers, intermediaries, and drinkers.

In addition, Dear WHISKY has provided a wide range of practical support to craft distilleries across Japan, including assistance with overseas sales of new-make spirits and casks, acting as agents for participation in international events, supplying empty casks, organizing training programs in Scotland, and conducting promotional activities using our own bar.

On-site Research in Scotland and Evaluation of Japanese Whisky

In this presentation, we also reported on the overview of Dear WHISKY's on-site research conducted in Scotland!

Scotland is the home of Scotch whisky and a global business hub where whisky makers from around the world gather. Dear WHISKY participated in the 'Fife Whisky Festival' in 2024 and 2025, introducing Japanese craft distilleries.

In our report, we shared the positive feedback received at the venue, such as 'the unique character imparted by Japanese cask woods like chestnut and cherry is fascinating' and 'the rapid maturation due to the warm climate is noticeable,' along with many other high evaluations!

Furthermore, we shared the results of interviews with Scottish distillery personnel, including their assessments of Japanese whisky and specific interest in importing Japanese new-make spirits to blend into their own products.

The Importance of Regional Revitalization and Regulatory Development for Craft Distilleries

In addition, Dear WHISKY has focused on the role that Scottish craft distilleries play in regional revitalization, conducting numerous on-site interviews. In this report, we introduced the initiatives of Borders Distillery, Eight Doors Distillery, and Isle of Raasay Distillery.

We emphasized that 'institutional improvements are essential for craft distilleries to compete fairly and grow alongside major companies,' once again highlighting the importance of legal and regulatory development.

At Last

That concludes our event report on the General Assembly of the Parliamentary Association for the Promotion of Japanese Whisky!

This General Assembly brought together representatives from the government and related organizations responsible for the development of Japan's whisky industry, providing a valuable opportunity to analyze the current situation and discuss future strategies together!

Dear WHISKY will continue to serve as a bridge connecting whisky makers, intermediaries, and drinkers, and will focus on supporting the activities of Japanese craft whisky distilleries.

Please stay tuned for our future developments.