Whisky Voices: Yumi Yoshikawa

This interview is part of my ongoing “Whisky Voices” series, where I sit down with leading voices in the whisky world, from distillers and writers to ambassadors and innovators, to capture their unfiltered thoughts on heroes, villains, surprises, trends, and wishes.

During a recent chat, I spoke with Yumi Yoshikawa, Global Brand Ambassador for Japan’s acclaimed Chichibu Distillery, founded by the legendary Ichiro Akuto. Yumi has been instrumental in sharing Chichibu’s story with the world, and her answers to my five quick questions were as thoughtful and engaging as you’d expect.

Whisky Hero

Yumi paused for a moment before answering this one.

“It’s a difficult question,” she admitted, “but I would say Keizō Saji (Torii) from Suntory. He created Hibiki, and I think that really changed the whisky world. He is definitely a hero.”

It’s hard to argue with that as Hibiki has become one of the most influential and recognisable Japanese whiskies ever produced. Keizō Saji was the second son of Shinjiro Torii, founder of Kotobukiya (later Suntory).

Whisky Villain

Yumi didn’t point to a distiller or a company here, rather her answer was much more about behaviour.

“The villain is someone who keeps whisky forever but never opens it,” she said. “Not drinking it, just buying and selling.”

It’s a sentiment many whisky lovers will agree with. Whisky is meant to be shared with (good) friends and enjoyed, not just traded like an investment.

Whisky Surprise

For Yumi, the biggest surprises continue to come from the market itself.

“It’s always the market,” she said. “Recently I was really surprised by how fast it can have a big impact. That’s always a surprise.”

The pace and unpredictability of today’s whisky market clearly continue to fascinate even those deep inside the industry.

Whisky Trend

“One thing that really surprised me,” Yumi noted, “is the rise of the highball. It’s become more popular than ever before. Back in the 1990s, hardly anyone drank highballs. But now? It’s everywhere. The increase is significant even in Japan.”

The resurgence of the highball, both as a gateway to whisky and as a drink in its own right, is one of the most notable shifts in global whisky culture.

Whisky Wish

Yumi’s wish was heartfelt and deeply tied to the future of Chichibu itself.

“I would love to try our whisky as a 30-year-old whisky,” she said with a smile. “And I hope everyone can visit Chichibu Distillery at least once.”

It’s a simple wish, but a powerful one. As Chichibu’s stock quietly matures and more visitors make the pilgrimage to this now-iconic distillery (well, they have two distilleries, and soon will open a third) , that dream is steadily becoming reality.

Few people speak about whisky with as much sincerity and joy as Yumi Yoshikawa. Whether she’s reflecting on Suntory’s legacy, celebrating the return of the highball, or dreaming about Chichibu’s future, her passion for the spirit, and for sharing it, shines through. It is always a delight to catch up with Yumi on my whisky travels.

Sláinte!
- Thomas