Japanese whisky Suntory has been inextricably linked to the film “Lost in Translation” which was released in 2003.
People can easily remember Bill Murray’s character — the sad-sack, who declares this as for relaxing times, make it Suntory time.
Before that, most of the American people probably didn’t realize that Suntory is a real distillery which is Japan’s oldest.
The quote was made famous from the time when the movie ‘Lost in Translation’ got released and it resulted more upsells of the Suntory Whisky in USA.
Whisky is produced very much like Scotch which is pot-stilled from peated barley malt.
At the time, when Suntory made its first whisky in the year 1923, Scotland was the real model, but its quest was for something differently in Japanese, even if they wanted to make a whisky for the Japanese people and the Japanese palate.
It is considered that Yoshi Morita, the manager of sales & marketing in Suntory International, told in a telephone interview regarding it.
What exactly it means from the view point of Japanese food, it is very delicate and complex because Japanese whisky is really meant to be fresh and supple to the palate and there is not such a strong taste.
Thinking from the whisky drinkers or distillers point of view in the West about the relationship of spirit and food, Morita considers that, the difference between Japanese whisky drinkers and U.S. or Scottish drinkers is that the Japanese drink whisky with their meal and all Japanese food goes with Japanese whisky very well.
Some of the people who love their peat monsters may say these “the feminine,” and partially it is because most of them are bottled at around 86 proof, which is significantly lower than the cask-strength whiskeys that enthusiasts covet.
But it is considered that, the flavor is still there, even at the lower proof.
The people who say negative things about it such as the Japanese whisky is an inferior imitation of Scotch or bourbon have never used or tasted it.
Actually, they do not realize that what they are missing, which is some of the most unique whisky in the world.
Morita actually realized the role of Suntory in “Lost in Translation” which has become a part of his everyday sales conversation most of the time.
From that time, this movie was very helpful for Suntory, because most of the American people recognized the name.
At present, more people want to talk about the Japanese whisky because they like the quality.
Also the brand became more popular as peoples are able to consider it “For relaxing times, make it Suntory time.”
The Japanese whiskey Suntory, is celebrated around the world, since it is sure that it became more familiar because of the movie Lost in Translation, where the actor Bill Murray plays an aging celebrity in Japan to film a commercial for Suntory brand.
In the film, he struggles to understand the direction of the crew and he repeats the line as For relaxing times, make it Suntory time.
Since the both, Murray’s character and the story are fiction; the scene is based on actual Suntory commercials and ads that use global celebrities.
it’s Suntory Time!
Since in “Lost in Translation”, Murray’s turn to the movie might have made a heavy impact on Japanese whisky sales in America rather than a century of quality product.
Because, when the Suntory whisky has been produced in Japan since the early 1920s, no average American had ever tasted this brand before 2003, they would probably just look confused that they didn’t even know about existence of Japanese whisky.
At present, Japanese whisky, specifically Suntory is making it on the verge of Pappy Van Winkle-like hysteria.
After acquiring the U.S. based Jim Beam in the year of 2014 for $16 billion, this brand has started importing more of American whiskey into Japan, and in turn is also starting to ship more Japanese whisky into the United States.
It’s been a vital process, as NPR reported in the year of 2013 that Suntory and its contemporaries were playing very hard to get in creating excitement for its product just as whiskey was about to overtake vodka as favorite spirit of America, and while it may not have sold many bottles in the US immediately just after or in the years following the movie “Lost in Translation”, now it’s impressionable that young drinkers can walk up to most of the bars and state that it’s Suntory Time!