Shinjiro Torii: The Visionary Who Made Whisky Japan’s Drink

Introduction

The history of whisky in Japan cannot be told through technical innovation alone. It was also shaped by bold visionaries who brought whisky into the heart of Japanese culture. At the forefront of this transformation was Shinjiro Torii—a businessman and marketing pioneer who turned whisky from a rare luxury into a household favourite.

🔗 Table of Contents

• 1. From a Young Merchant to a Lover of Western Spirits
• 2. The Birth of Kotobukiya and the Rise of Akadama Port Wine
• 3. Entering the Whisky Business and Building Yamazaki Distillery
• 4. Kakubin and the Rise of Mass Appeal
• 5. A Philosophy of Whisky on the Japanese Table
• Conclusion: Not a Maker, but a Messenger

1. From a Young Merchant to a Lover of Western Spirits

Shinjiro Torii was born in 1879 in Osaka to a family that ran a traditional medicine shop. From a young age, he displayed remarkable business sense and a growing fascination with alcoholic beverages—especially those from the West.

At the time, wine and other Western liquors were considered luxury imports. Torii saw an opportunity: to create Western-style drinks that would actually suit the Japanese palate.

2. The Birth of Kotobukiya and the Rise of Akadama Port Wine

In 1907, Torii established his own company, originally called Torii Shoten, which later became Kotobukiya, and eventually Suntory. His first breakthrough product was Akadama Port Wine, a sweetened red wine tailored to Japanese tastes.

The drink became a nationwide hit. Torii had successfully turned what was once seen as a high-end, foreign indulgence into something approachable for everyday people.

This early success reflected his core philosophy—not to simply sell what he wanted, but to create what people needed.

3. Entering the Whisky Business and Building Yamazaki Distillery

Torii’s next challenge was far greater: producing authentic Japanese whisky. To do so, he partnered with Masataka Taketsuru, a man who had studied whisky-making in Scotland. Together, they built Japan’s first full-scale whisky distillery in Yamazaki in 1923, strategically located between Kyoto and Osaka.

It was a bold and risky move, especially during a time when many believed whisky had no future in Japanese culture.

4. Kakubin and the Rise of Mass Appeal

Torii’s first whisky release, Shirofuda, met with little commercial success. But in 1937, he launched Kakubin—a smooth, affordable whisky housed in a uniquely square bottle.

He backed it with a visionary marketing strategy: department store tastings, eye-catching posters featuring celebrities, and later, iconic television commercials. One of the most famous was the jingle “Torys o nonde HAPPY ni” (Drink Torys and be happy), which became a post-war cultural phenomenon.

Through bold branding, whisky evolved from a niche drink into one of Japan’s most beloved beverages.

5. A Philosophy of Whisky on the Japanese Table

Throughout his life, Torii maintained a clear vision: to adapt—not imitate—Western culture for Japan. His goal was not just to sell whisky, but to make it a part of everyday life. He championed the highball, encouraged pairing whisky with Japanese cuisine, and emphasized approachability over prestige.

His thinking continues to influence how whisky is enjoyed today in izakayas and homes alike.

Conclusion: Not a Maker, but a Messenger

Shinjiro Torii wasn’t a distiller. He wasn’t a chemist. But without him, whisky in Japan may have remained a novelty rather than becoming a cultural staple.

His greatest achievement wasn’t technical—it was emotional and cultural. He made whisky relatable, accessible, and ultimately Japanese.

Today, when you see bottles of Yamazaki or Kakubin lining shelves in Australia, you’re seeing the legacy of a man who believed whisky should be not a luxury, but a part of life. That belief, 100 years later, still pours through every glass.