Kirin Brewery Co. plans to export its premium Fuji brand whisky to Singapore, taking advantage of the weaker Yen and the rising popularity of Japanese whisky in overseas markets.
Two brands of Fuji – Kirin Single Grain Japanese Whiskey Fuji and Kirin Single Blended Japanese Whisky Fuji will be sold at around S$140 (US$100) in Singapore. Currently, the whisky has already successfully penetrated the US, France, Australia and China. Singapore is chosen as it has a large middle and upper income class with high disposable incomes.
Fuji whisky products are made exclusively at Kirin’s distillery in Gotenba, Shizuoka Prefecture, near Mt. Fuji, and the brand is known to have a sweet and mellow flavor with multiple layers of fruity-based aroma.
Kirin has projected that 50% of its Fuji whisky sales will come from overseas market. Kirin has been ramping up sales of Japanese whisky overseas in recent years, with its export value almost rising 6 fold for the past 3 years.
