Japanese beverage major Suntory has announced price increases across 364 alcoholic beverage products, including its premium whisky brands Hibiki, Yamazaki and Hakushu, effective for shipments from April 1, 2027. The company cited rising packaging material costs, including glass bottles and cardboard, as well as higher procurement costs for imported products amid continued global inflation.
The revised prices will affect 112 brands across whisky, imported wines, spirits, liqueurs, shochu and other alcoholic beverages. On a suggested retail price basis, whisky prices will increase between 2% and 15.2%, while imported wines will see increases of 3% to 5.6% based on catalogue prices.
Suntory Whisky Hibiki Japanese Harmony (700ml) will see its suggested retail price rise from ¥8,800 to ¥9,350, equivalent to approximately US$56–59. This marks the first price revision for Hibiki since April 2026. The 700ml bottles of Yamazaki and Hakushu will increase from ¥8,250 to ¥8,800, taking their approximate prices from US$52 to US$56.
The whisky category accounts for 92 products across 27 brands, with price increases ranging from 2% to 15.2%. The spirits and liqueurs segment includes 101 products across 44 brands, with increases of 2% to 5.5%. Suntory’s Japanese craft gin ROKU will rise from ¥4,000 to ¥4,090. Imported wines account for 152 products across 30 brands, with increases ranging from 3% to 5.6%. Carlo Rossi Red, for example, will increase from ¥920 to ¥967. Another 19 products fall under shochu and other categories; the company has not specified their individual increase ranges.
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The latest announcement reflects broader cost pressures across the global alcoholic beverages industry, where packaging, sourcing and logistics expenses remain elevated. Higher prices for popular Japanese whiskies such as Hibiki, Yamazaki and Hakushu could also influence retail and hospitality-sector pricing, as well as consumer demand in Japan’s premium whisky market.
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