Hakushu whisky and the JSLMA certification

The whisky world is no stranger to vague labels and slippery origins. Japanese whisky, likewise.

As the global thirst for Japanese whisky shows no sign of slowing, the question isn’t just what is in the bottle, but where it truly comes from. 

The Japan Spirits & Liqueurs Makers Association (JSLMA) is on a mission to define that. While labelling standards and legal codification may not sound exciting, whisky lovers understand the benefit.

Brands like Hakushu aren’t just compliant, but emblematic of what the JSMLA is trying to protect. Every drop is distilled, matured, and bottled in Japan. Given we’ve got a swanky Hakushu giveaway this week (Sumo, anyone?), now seems an appropriate time to zero in on the distillery and the JSMLA. 

Who is Hakushu?

Hakushu is the House of Suntory’s second malt whisky site. It was founded in 1973, exactly 50 years after the historic Yamazaki distillery, though it’s anything but second best. 

It’s renowned for its mountain forest setting, crisp mineral-rich water, and technical creativity across fermentation, distillation, and maturation. Hakushu’s style blends green, herbal freshness with subtle wafts of smoke and fruit. 

Thanks to its environment and technique, Hakushu doesn’t just taste different, it feels different. It’s genuinely individual, and if you haven’t had it before, then your whisky palate is incomplete. That sense of place is now formally recognised through full compliance with the JSLMA’s updated standards.

What is the JSLMA, and why does it matter?

The JSLMA was established in 1953 and has 104 members. But it really came into the spotlight for the wider whisky world with the announcement of its 2021 standards. While not legally binding, they did mark the first industry-wide attempt to define what should count. And what shouldn’t.

The rules, modelled loosely on Scotch whisky laws, require that Japanese whisky must be made entirely in Japan: saccharification, fermentation, distillation, maturation, bottling, the whole lot. Even the water must be sourced domestically. 

These regulations became enforceable among JSLMA members in April 2024, an important first step toward protecting authentic Japanese whisky. 

The House of Suntory, a founding member of the JSLMA, didn’t flinch. It confirmed all its exports meet the standards fully: Yamazaki, Hakushu, Hibiki, Toki, Chita, and Kakubin.

The real Japanese Whisky

Ironically, a lot of people didn’t know there wasn’t a reason to trust Japanese whisky before the JSLMA’s announcement. The reality is that, for decades, “Japanese whisky” has operated in regulatory limbo. Some bottles labelled as such weren’t even distilled in Japan. It was common practice to import Scotch whisky and blend it in-house. 

Major markets outside Japan, like the US, became a concern within the industry. Consumer trust can’t take a hit, not these days. Dodgy provenance simply doesn’t fly anymore. The JSMLA offered a solution for concerned brands: get on board. 

A labelling crackdown represents clarity for importers and reassurance for drinkers. It gives retailers firmer footing to justify premium price tags. It signals to global consumers that a Japanese whisky isn’t just styled like one. It is one.

Hakushu’s full JSMLA compliance provides a marketing edge in a now bifurcated category: authentic vs. pseudo-Japanese. Expect importers, distributors, and even auction houses to begin highlighting JSMLA-compliant brands as a marker of provenance, in a similar way to how Scotch or Champagne imply origin and integrity.

JSMLA to register GI for Japanese whisky

The next step? GI protection. 

The JSLMA announced in March 2025 that it intends to apply for Geographic Indication (GI) status, effectively turning its standards from industry guidance into legal enforcement. 

That would make “Japanese whisky” a protected designation, shutting the door on foreign or non-compliant domestic producers coasting on the category’s reputation.

The move also coincides with the JSLMA’s launch of a new logo to reinforce the new labelling standards for the category. The new circular logo is depicted on the head of a cask and features the letters ‘JW’ in the middle, surrounded by the words ‘Japanese whisky’ and the ‘JSLMA’.

Have you tried Hakushu whisky before?

Protecting the reputation of Japanese whisky

For Hakushu and its sister brands, such regulation is welcome. Every stage of production happens under Suntory’s watchful eye anyway. There’s no confusion or perception that it makes Japanese-style whisky. This is Japanese whisky, full stop.

Morimoto, President of House of Suntory, summarises the brand’s position: “This is a milestone not just for Suntory, but for our entire industry.” 

It’s a line in the sand. If Japanese whisky is to remain one of the world’s most respected categories, producers either rise to the standard, or own up that they haven’t.

Japanese whisky, according to the JSLMA

To summarise, here’s exactly how you achieve the designation of Japanese Whisky. Brands must uphold the following:

Water: Water used in production must be extracted in Japan.

Production: Saccharification, fermentation, and distillation must be carried out at a distillery in Japan.

Distillation: Must be distilled to less than 95% ABV.

Ageing: Spirits must be aged in wooden casks (of no more than 700 litres) in Japan for a minimum of three years.

Packaging: Bottling must take place in Japan.

Strength: Bottled spirit must be at least 40% ABV.

Colouring: Plain caramel colouring (E150) can be used.

The post Hakushu whisky and the JSLMA certification appeared first on Master of Malt blog.