Japanese whisky Fuji gets UK launch

Thanks to a partnership with distributor Spirits Cartel, Japanese whisky brand Fuji is now available in the UK.

The whisky, distilled in the brand’s Fuji Gotemba Distillery at the foot of the Japanese mountain, has three expressions in its range: Fuji Single Grain Whiskey; Fuji Single Malt Whisky; and Fuji Single Blended Whiskey. The single blended variant, a 'unique' concept thought up by master blender Jota Tanaka, is said to be a world-first for whisky where all the blends come from the same one location, Fuji Gotemba Distillery, while the single grain draws from three different whisky styles – Scottish, Canadian and American (Bourbon). According to the Kirin-owned brand, this diversity 'sets them apart' from other whiskies. Speaking to The Spirits Business, Tanaka said of moving into the UK market that while it already has a ''great whisky culture’’, consumers can expect to "discover new aromas and flavours" with Fuji. He continued: ''We want people to enjoy drinking it, but because of the way it is made and the style, it's very complex in flavour – it's more than just a high alcohol spirit’’. Nevertheless, Tanaka says the whiskies are ''very accessible'' and encourages drinkers to sample them from a white wine glass while adding a drop of water to the pour, so to uncover the layers of flavours.  ''Every sip you are experiencing a 50-year journey, since 1973, from the tip of the mountain to the glass,’’ he added.  The snow and rain around Mount Fuji is a natural source of water for the brand's production, which is why the distillery was built at this location. Ikuma Suzuki, managing director of Kirin Europe, also commented: “Fuji Gotemba Distillery was established 50 years ago as a joint venture with a global spirits company. It is therefore a great pleasure for us to be able to present Fuji Japanese Whisky to the UK in this milestone year. ''Fuji’s unique taste is the result of combined world-leading production methods and we’re confident that our range will be well received by many whisky enthusiasts in the UK.” In August, Fuji entered the European market after parterning with Pernod Ricard, and it's also found its way into the US, Australia, Singapore and China.  The single grain whisky sits at 46% ABV with an RRP of £69.96 (US$85.24), the single malt at 46% ABV with an RRP of £79.95 (US$97.41), and the single blended at 43% ABV with an RRP of £66.95 (US$81.57). The three can be purchased at the following UK retailers: Master of Malt, The Whisky Exchange, Berry Bros & Rudd, Zapp and Selfridges.