Japanese whiskey continues to dominate the ultra-premium spirits market, with impressive growth. The sector was worth €3.49 billion just two years ago, and is expected to reach €8.44 billion by 2032, at a compound annual growth rate of 9.2%, according to Spherical Insights.

Suntory Holdings Ltd., responsible for much of this expansion, recently launched Hibiki 40 Years, a limited edition that promises to be one of the brand's most valuable offerings. The whiskey was unveiled during a ceremony in Paris. The whiskey is worth $35,000 (about 31,000 euros) per bottle and is considered the oldest in the Hibiki line, which is a mixture of malts from famous distilleries such as Yamazaki and Hakashu, in addition to whiskey whisky. Pills from Chita, says Bloomberg.

The 40-year-old Hibiki is aged in American white oak, giving the whiskey a unique complexity, with notes of honey and cloves.

With only 400 bottles available globally, Hibiki 40 Years is not just a drink, but a symbol of prestige and collectibility. Suntory, which celebrated its centenary last year, promises to continue offering rare and valuable releases in the coming years, enhancing Japanese whiskey's reputation in the global market.

At the same time, competition in this sector is intensifying. Suntory's rival Nikka recently released Nine Decades, a blend celebrating its 90th anniversary, and other craft distilleries like Kanosuke continue to gain ground, diversifying the offerings available to fans.