The cost of whisky from Nikka’s long established line-up has naturally changed overtime in prices. Production, distribution, and consumption of goods and services have played part in the pricing structure of whisky from Nikka’s past to their present situation.
It is interesting to see price trends change overtime. Perhaps a thought-provoking example would be that of the above ad where the recommended retail price of the blended whisky Tsuru 17-yo in a white ceramic bottle was 12,000 yen in 1990 - obviously priced accordingly to the market situation of that period. Today’s pricing, purchasing, and demand have dramatically changed. What was once an associated luxury item for the elite has been superseded with newer luxurious products, leaving the ceramic version of the Tsuru sadly fetching around 4,000 yen at today’s auction prices (in Japan), while retailing in market shops at a recommended retail price of 7,900 yen (depending on place of purchase). Again, the price fluctuation is naturally due to the current economic times; therefore it is just a thought-provoking comparison.
Back to the ad - quite captivating with clever catch copy that reads: “Kaori wa, ten o mau”. This can be interpreted in a few variable ways, but the basic meaning is as follows: “The Aromas Float in Midair”. An interesting play on words given the product is named after a native bird, which naturally “hovers in midair”. As mentioned when posting Evoking Nostalgia, I have accumulated quite a few vintage ads and will be introducing them regularly; therefore I have added a new theme to the sidebar menu: Vintage Japanese Whisky Ads. In addition, I planed to mention in this post Nikka's decision to replace the Taketsuru 12yo with a no-age-statement as well as their launch of the Taketsuru Sherry Wood finish that I mentioned some time ago. However, I have decided to do so at another time and in another way.