Word: kotobukiya
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Dates: during 1962-1962
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Since the Caesars, conquering armies have left their marks behind: Roman baths in Britain, Moorish palaces in Spain, whisky in Japan. Last year Japanese distilleries produced 9,000,000 gallons of whisky-two-thirds of which flowed from Kotobukiya, the country's oldest and largest distiller. Kotobukiya's prestige brew is "Old Suntory," a light, Scotch-type whisky that derives its musky flavor partly from imported Scottish peat and partly from Japanese water purified by filtering through lava beds. Old Suntory is palatable enough that Kotobukiya now exports it to 20 countries. But, says President Keizo Saji...
Came the G.I.s. When they wanted something stronger than beer, Kotobukiya was waiting for them. Soon the Japanese, emulating their conquerors, began to say kanpai (cheers) over Scotch and soda. Out flowed 86-proof Old Suntory, now $4.50 a fifth. For undemanding palates, Kotobukiya also puts out 74-proof Torys, a throat burner that sells for 85? a near fifth (21.6 fluid oz.). Last year Kotobukiya Ltd. bottled 6,000.000 gallons of Suntory and Torys, had profits of $5.5 million on sales of $66 million. This year it expects a gross of $75 million...
Snob Appeal. The only likely impediment to Kotobukiya's steady growth is Japan's plan to reduce tariffs on a wide range of manufactured goods, including whisky, in the near future. Imported whiskies, which now command $11 a fifth in Japan, may then sell for as little as $6 -which, given the snob appeal that foreign products enjoy in Japan, will make them closely competitive with Suntory. Preparing for that day, President Saji has launched a major advertising campaign, sponsoring such made-in-Hollywood TV shows as 77 Sunset Strip. The campaign sells prestige and national pride...