Collectible Spirits: Inside The World of $800k Bowmore And The Return of Aged Hibiki.

oin us for an unfiltered conversation with Greg Hughes, President and CEO of Suntory Global Spirits, about the dynamic world of whiskey and beverage alcohol innovation. Hughes dives deep into Suntory's portfolio—including Yamazaki, Hibiki, and Jim Beam—and explains the passion behind collecting rare spirits, noting that scarcity and exclusivity drive high prices for bottles like a 50-year-old Bowmore.

Innovation today is less about changing the 200-year-old production process and more about consumption occasions, particularly the booming Ready-to-Drink (RTD) category, which prioritizes flavor and convenience. Hughes addresses the economic headwinds facing the industry, citing inflation and changing demographics, but assures whiskey lovers that a temporary inventory surplus means amazing aged expressions will soon hit the market. He also shares his personal favorite drink, Knob Creek 9 Year Old.