Beam Suntory’s The Chita Japanese single grain whisky - Product Launch
Beam Suntory’s The Chita Japanese single grain whisky
Category - Spirits, whisky, Japan
Available - From July
Location - Global Travel Retail
Price - SRP of US$55 per 70cl bottle
Responding to a significant increase in demand for Japanese whisky in duty-free markets worldwide, Beam Suntory has released the travel-retail exclusive The Chita. Described by the company as a "light-bodied spirit", The Chita comes from Suntory's Chita grain distillery in Japan's Aichi Prefecture, and is packaged in an indigo blue gift box.
The Chita was previously only available in the Japanese domestic market.
"Global Travel Retail will continue to be a priority platform to showcase innovative new products from the Beam Suntory portfolio to the rest of the world," said global marketing director for travel retail at Beam Suntory, Michael Cockram,
Earlier this year, Beam Suntory reported a healthy rise in full-year sales for 2015. The group said increased consumer demand for Bourbon was the main driver behind the 23% jump on the year-prior.
Japan follows in Scotch whisky's footsteps - but where does that leave consumers? - Click here for a just-drinks comment
Set for release in July 2016, Beam Suntory Global Travel Retail (GTR) will launch its new Japanese Single Grain Whisky, The Chita, exclusively in Asia Pacific and European Travel Retail and in limited quantities in Americas Travel Retail.
The Chita demonstrates Beam Suntory GTR's continued dedication to innovation in the Japanese whisky category and respect for the traditional values of The House of Suntory Whisky, offering Japanese whisky fans a distinctly versatile spirit with a smooth and floral taste profile. The Chita will be available in a 70cl format presented in an elegant indigo blue gift box.
EXPLORING DIVERSE TECHNIQUES
Renowned for their superior Japanese whiskies, The House of Suntory Whisky has expertly crafted The Chita to achieve an unrivalled balance of complexity, subtlety and refinement in grain whisky.
Grain whisky has always been more than just a component for The House of Suntory Whisky's Master Blenders, who have created a different and distinctive, light-bodied spirit with The Chita using diverse unblended whisky distilling techniques at the distillery in Aichi Prefecture on the Pacific coast of Japan.
The Chita is made as 'Dashi', a special Japanese broth used across The House of Suntory Whisky's award-winning range to enhance the balance and harmony of the blend, resulting in a gentle and sophisticated finish.
Previously only available in Japan, due to increased demand Japanese whisky fans around the world will now be able to purchase this unique expression in Asia Pacific, European and Americas Travel Retail.
Michael Cockram, Global Marketing Director, Travel Retail at Beam Suntory, comments: "The Chita is a perfectly balanced Japanese whisky that reflects the artistry and diversity of The House of Suntory Whisky. With our rich history of innovation and award-winning Japanese releases, Global Travel Retail will continue to be a priority platform to showcase innovative new products from the Beam Suntory portfolio to the rest of the world."
A bright gold whisky with notes of cardamom, acacia honey and blossoming rose, The Chita is mild and smooth on the palate with a clean finish offering subtle bittersweet hints of spiced oak. Best enjoyed in a traditional Japanese highball with soda, The Chita will add a deep honeyed flavour to the signature serve.
The Chita, RRP US$55 (70cl) will be available from July 2016 in Asia Pacific Travel Retail and European Travel Retail, as well as in limited quantities in Americas Travel Retail.
Original source: Company Release
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