International promotion of japanese new no-agestatement Whiskies: exploring swiss consumers’ perception

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16 janvier 2020

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Davide Silva Feliciano et al., « International promotion of japanese new no-agestatement Whiskies: exploring swiss consumers’ perception », Bibliothèque numérique RERO DOC, ID : 10670/1.amcsi9


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Japanese Whisky has seen a tremendous jump in popularity in the recent years. Collecting numerous rewards in the first years of the new century, made the spirit coming from the country of the rising sun extremely sought after. So much so that the distilleries in Japan could not keep up with the fast-growing demand coming from outside of the land. Being between a rock and a hard place, they had to make a decision quickly, so they decided to get to the root of the problem, aged Whiskies. Indeed, until now, Japan was known for its excellent aged spirits. However, companies decided to do the unthinkable, since they were not able to produce enough aged bottles they decided to discontinue some and launch the new no-age-statement Whiskies, NAS for short. The objective of this thesis is to demonstrate that “age is just a number” and that good quality Whisky can be found in these new NAS bottles and, that they actually can surpass the competition coming from the aged ones. We will focus on the Swiss market since we have access more easily to primary data coming from both the demand and the supply side. The discontinuation of the popular aged Whiskies, such as the Hibiki brand, was and still is considered a bold move, especially in a market where “age equals quality”, it was seen crucial to have aged bottles coming from these distilleries, but the results of this paper show the opposite. We can see that the imports of Japanese Whiskies have been increasing tremendously compared to the competition. Furthermore, NAS bottles did better than the aged ones in the different tests we made. According to the surveys conducted with suppliers and distributors of Whisky in Switzerland and the International Trade Centre tools. The demand for Japanese spirit keeps rising even after the decision of stopping the productions of its flagship’s bottles. The future of the Japanese spirit in Switzerland is bright. Thanks to the very unique or luxurious bottle design, people tend to forget the age and simply choose the most appealing bottle of the lot. Therefore, NAS bottles were able to obtain such good results in the tests and, of course, thanks the quality of the spirit itself. People were not able to tell the difference between the aged bottles and the no-age-statement ones.

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