Craft Spirits
Exceptional quality and provenance: Global Drinks on its new Misaka Japanese whisky
Hong Kong-based Global Drinks Ltd has taken a bold step into the world of fine whiskies. Known for its expertise in marketing, branding and sales growth, the company – founded by Managing Director Harry Kartasis – unveiled its Misaka premium Japanese whisky range earlier this year during TFWA Asia Pacific in Singapore.
The collection comprises seven “exceptional” whiskies that combine fine natural ingredients with time-honoured distillation techniques from Scotland and Japan. Its launch was quick to hit the headlines, attracting not only the interest of stakeholders in the travel retail spirits category but listings with key retailers.
The Misaka range includes a 3-5 Year Old pure malt; a 12 Year Old pure malt finished in PX Sherry Oloroso casks; and a 12 Year Old pure malt finished in rare Hokkaido Mizunara (Japanese oak) casks. Several 15, 18 and 21 year blended and pure malt expressions are also finished in prized Mizunara oak.
Global Drinks is confident the Misaka range will resonate with global consumers seeking exceptional quality and provenance in their whisky.
“Misaka whisky brings together 700 years of Scottish whisky-making excellence with 100 years of Japanese whisky craftsmanship,” Kartasis says.
“By sourcing the finest natural ingredients and employing meticulous production methods, we’ve created an exceptional range of whiskies that will captivate both existing connoisseurs and introduce new consumers to the category.”
He believes consumers are seeking premium and ultra-premium craft spirits, “with a willingness to spend more on products with exceptional quality, alluring packaging, and something that’s not that readily available”.
He notes the important role of travel retail-exclusive lines as, more than ever, travellers look for products unique to the channel that enhance their enjoyment through engaging activations.
Global Drinks Founder & Managing Director Harry Kartasis
Kartasis also underlines how sustainability is becoming an increasingly important part of any craft spirits brand offering. “Consumers are drawn to products made with organic ingredients, eco-friendly production methods and sustainable packaging,” he says. “Craft distillers are also incorporating local herbs, spices, fruits and other ingredients to create spirits with distinctly local flavours that resonate with travelling consumers.”
Kartasis is adamant that travelling consumers are becoming more experimental, engaging more with craft spirits brands and seeking out unusual gifts. “Craft distillers are constantly innovating with new ingredients, techniques and ageing processes, leading to a diversity of offerings and distinctive flavour profiles. This continuous innovation keeps the craft spirits category exciting and attracts new consumers,” he says.
Crystal-ball gazing and considering innovation in the further development of the Misaka line, Kartasis says the focus is on several key initiatives aimed at expanding its product offerings and enhancing its market presence.
Misaka is actively working on developing new whisky expressions, including limited editions and unique blends that cater to diverse consumer preferences. At the same time, the company is integrating sustainability into its production processes, focusing on eco-friendly practices and sourcing ingredients responsibly.
“We’ve created an exceptional range of whiskies that will captivate both existing connoisseurs and introduce new consumers to the category,” says Harry Kartasis of his bold plunge into Japanese whisky
“Misaka is exploring collaborations with other distilleries and brands to create innovative products that leverage shared expertise and resources,” Kartasis adds. “The use of advanced technology in production and quality control is being prioritised to enhance efficiency and maintain high standards and Misaka is targeting new markets for its whisky, including international expansion, to reach a broader audience and increase brand visibility.
“These initiatives reflect Misaka’s commitment to innovation and growth in the competitive whisky market.”
Kartasis underlines the importance of close collaborations in travel retail to ensure the development of new categories and brands in the spirits sector.
“Retailer partners can play a crucial role in encouraging new categories and brands in the spirits industry through various innovative strategies and collaborations from embracing emerging trends, to leveraging digital marketing,” he says.
“Using social media and digital signage can significantly enhance brand visibility, foster partnerships with influencers collaborating with mixologists, social media influencers and industry experts as well as exploring innovative distribution channels like direct-to-consumer sales or partnerships with delivery services.”
*Below, in this Moodie Davitt STUDIO video interview, Harry Kartasis speaks to The Moodie Davitt Report Founder & Chairman Martin Moodie about his long-term desire to own his own brand; his love for Japanese whisky; and how a single SKU became a multiple age statement assortment.
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The Moodie Davitt eZine
Issue 337 | 11 September 2024
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com