# Exclusive 55-Year-Old Whiskies Suntory Holdings Launched a Yamazaki Whiskey Limited to 100 Bottles By Daniel Johnson | Published 2020-01-31 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/suntory-holdings References: [hypebeast](https://hypebeast.com/2020/1/suntory-yamazaki-55-whiskey-release-price-info) & [suntory](https://www.suntory.com/) [Suntory Holdings](https://www.trendhunter.com/trends/tsukuriwake) recently announced it will release an exclusive [Yamazaki](https://www.trendhunter.com/trends/suntory-premium-highball-yamazaki) whiskey. The new single malt whiskey will be the oldest ever from Yamazaki, at 55 years of age. The 55-year-old whiskey from Suntory Holdings will be priced at $27,504, and consumers will have to enter into a lottery to purchase the spirit. The Yamazaki whiskey was created at a distillery located in Osaka, where the spirit was matured in white oak casks. Shinji Fukuto, the Chief Blender, stated that the whiskey has both a sweet and wood flavors, as well as a fruity fragrance. Previously the oldest whiskey form the Yamazaki brand was 50 years old, and it was priced at $9,169, which was released in 2005. Image Credit: Suntory ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 19% | Activity: 26% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Aged Spirits Luxury Market:** As consumers seek out unique and exclusive experiences, the aged spirits luxury market is booming, providing opportunities for high-end brands to offer exclusive, premium products with high profit margins. - **Limited Release Lotteries:** Limited release lotteries are becoming increasingly popular for luxury products, offering consumers a chance to purchase exclusive, highly sought-after items and generating buzz and excitement around new products. - **High-end Whiskey Distillation Technology:** Advancements in technology for high-end whiskey distillation are paving the way for more innovative and complex flavor profiles, offering opportunities for distillers to create new and unique luxury products. ### Industries Being Reshaped - **Luxury Spirits:** The luxury spirits industry continues to grow as consumers seek out unique and exclusive experiences, creating demand for premium, high-end products. - **Retail:** The retail industry is becoming increasingly involved in limited release lotteries for exclusive, highly sought-after products, generating excitement and driving sales. - **Distilled Spirits:** New advancements in technology for high-end whiskey distillation are driving innovation within the distilled spirits industry, offering opportunities for distillers to experiment with new flavors and techniques. ## Related on Trend Hunter - [Deluxe Distillery Anniversary Spirits](https://www.trendhunter.com/trends/house-of-suntory-whiskies.md) - [Anniversary-Honoring Whiskeys](https://www.trendhunter.com/trends/fuji-50th-anniversary-single-malt.md) - [Half-Century-Aged Whiskeys](https://www.trendhunter.com/trends/highland-park-56-year-single-malt.md) - [81-Year-Old Single Malt Scotches](https://www.trendhunter.com/trends/the-macallan-reach-single-malt.md) - [Luxurious 46-Year-Old Spirits](https://www.trendhunter.com/trends/limitededition-scotch-whisky.md) - [Artisanal Elevated Diverse Whiskies](https://www.trendhunter.com/trends/tsukuriwake.md) - [Ultra-Rare Whiskey Sets](https://www.trendhunter.com/trends/dekant-acclaim-collection.md) - [Highly Exclusive Whisky Expressions](https://www.trendhunter.com/trends/benriach-1966.md) - [Opulent Scotch Whiskies](https://www.trendhunter.com/trends/glenfiddich-1.md)