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Support Kanpai Planet at buymeacoffee.com/kanpaiplanet The Japanese whisky industry is at a crossroads, and it's time for some brutal honesty. From ANA's ¥34,000 Akkeshi bottles with zero tasting notes to Suntory's eye-watering price hikes, something needs to change. In this deep dive, I break down the four critical factors that will make or break Japanese whisky over the next five years: TRANSPARENCY - Why consumers still don't trust the category and how voluntary industry standards aren't enough PRICING - How Japanese whisky transformed from a drink into a commodity investment vehicle (spoiler: it's not sustainable) QUANTITY - The explosion from 10 to 124+ distilleries and why most craft operations will never achieve viable scale QUALITY - Does the liquid actually justify these prices? The answer might surprise you. We've gone from Suntory selling 12.4 million cases of whisky in 1980 to an industry where most bottles sit in an "unsweet spot" - too expensive for everyday drinking, too rare to enjoy casually, but not good enough for a special occasion. The mystique-driven era is ending. Transparency, genuine value, and respect for consumers will determine who survives the next decade. Am I optimistic? Watch to find out! Filmed at the Black Lodge in London, the home of @drinkswhisky IF YOU'RE NEW, SUBSCRIBE NOW! We want YOU to be a part of our growing community of Japan drinks lovers! Kanpai! Links to Kanpai Planet socials: Twitter: / kanpaiplanet Facebook: / kanpaiplanet Instagram: / kanpaiplanet LinkedIn: / kanpaiplanet MERCH: shop.mactionplanet.com #JapaneseWhisky #WhiskyIndustry #BusinessStrategy