Craft and Curation: The Role of Kurayoshi and Japan’s New Wave of Small-Scale Distilleries
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<h1>🥃 Craft and Curation: The Role of Kurayoshi and Japan’s New Wave of Small-Scale Distilleries</h1>
<h2>Introduction</h2>
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For decades, Japanese whisky was defined by giants like Suntory and Nikka.
But in recent years, a new movement has emerged—one led by smaller, craft-focused distilleries aiming to push the boundaries of flavour, transparency, and identity.
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At the centre of this wave is <strong>Kurayoshi Distillery</strong>, a name both celebrated and controversial for its unique role in blending, sourcing, and redefining what Japanese whisky can be.
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<h3>🔗 Table of Contents</h3>
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<li><a href="#section1">1. Who is Kurayoshi?</a></li>
<li><a href="#section2">2. Sourced Spirits and the Labelling Debate</a></li>
<li><a href="#section3">3. The Appeal of Curation over Production</a></li>
<li><a href="#section4">4. The Rise of Japan’s Craft Distilling Movement</a></li>
<li><a href="#section5">5. How Australian Drinkers View Craft Japanese Whisky</a></li>
<li><a href="#conclusion">Conclusion: Growth, Questions, and a Spirit Evolving</a></li>
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<h2 id="section1">1. Who is Kurayoshi?</h2>
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Located in <strong>Tottori Prefecture</strong>, Kurayoshi Distillery is operated by Matsui Shuzo, a sake and shochu producer that entered the whisky market relatively recently.
Their whiskies gained popularity internationally due to elegant packaging, affordable pricing, and strategic releases under the “Kurayoshi” and “Matsui” labels.
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However, Kurayoshi is less known for in-house distillation and more for blending and ageing sourced spirits—many originally from Scotland.
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<h2 id="section2">2. Sourced Spirits and the Labelling Debate</h2>
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Kurayoshi’s practice of importing foreign whisky and blending it in Japan sparked heated debate over what qualifies as “Japanese whisky.”
For years, lax regulations allowed brands to label non-Japanese spirits as Japanese if aged or bottled domestically.
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This led to criticism from whisky purists but also forced the industry to confront the need for clearer definitions—culminating in new guidelines from the Japan Spirits & Liqueurs Makers Association in 2021.
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<h2 id="section3">3. The Appeal of Curation over Production</h2>
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Despite the debate, Kurayoshi’s success illustrates an alternative model: <strong>curation</strong>.
Instead of distilling everything in-house, they select, blend, and finish spirits to create products that meet market demand.
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This approach is common in wine and craft beer industries, and it offers flexibility, creative freedom, and faster time-to-market—factors that appeal to many small Japanese brands trying to gain global recognition.
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<h2 id="section4">4. The Rise of Japan’s Craft Distilling Movement</h2>
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Kurayoshi is not alone.
Across Japan, a surge of micro-distilleries—like <strong>Shizuoka</strong>, <strong>Kanosuke</strong>, <strong>Asaka</strong>, and <strong>Chichibu</strong>—are producing whisky with local grains, unique stills, and regional character.
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While each has its own philosophy, they share a commitment to transparency, innovation, and expression of terroir—qualities that resonate with modern drinkers.
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<h2 id="section5">5. How Australian Drinkers View Craft Japanese Whisky</h2>
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In Australia, interest in Japanese whisky extends beyond big names.
Consumers are increasingly curious about limited editions, unique finishes, and the stories behind lesser-known distilleries.
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Kurayoshi and its peers cater to this niche—offering products that are conversation starters, not just cocktails.
Even amid labelling controversies, their bottles are found on boutique shelves and enthusiast forums across Sydney and Melbourne.
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<h2 id="conclusion">Conclusion: Growth, Questions, and a Spirit Evolving</h2>
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Kurayoshi’s story is not one of purity—but of possibility.
It challenges assumptions, invites scrutiny, and encourages dialogue about what Japanese whisky is—and what it could become.
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As new distilleries rise and regulations evolve, one thing is clear: Japanese whisky is no longer a monolith.
It’s a dynamic, multi-faceted landscape—and Kurayosh