Show Summary Details

Page of

PRINTED FROM the OXFORD RESEARCH ENCYCLOPEDIA, ASIAN HISTORY (oxfordre.com/asianhistory). (c) Oxford University Press USA, 2019. All Rights Reserved. Personal use only; commercial use is strictly prohibited (for details see Privacy Policy and Legal Notice).

date: 10 December 2019

Summary and Keywords

Japan has a local, centuries-old tradition of brewing sake from rice and distilling spirits from ingredients such as grain and sweet potatoes, but pioneering entrepreneurs began producing imported “Western liquors” (yōshu) in the late 19th century. This Western liquor marketplace was driven chiefly by beer brewing and whisky distilling. Western liquors were marketed, advertised, and consumed with rising popularity through the early 20th century, as living standards rose and ordinary Japanese came to afford them regularly. Following the Second World War (1939–1945), these Western commodities were no longer viewed as foreign imports, and were instead broadly regarded as domestic, if not indigenous, products. The impact of wartime rationing transformed beer into a lighter-tasting beverage that became very popular with women and young people, and whisky advertising focused closely on professional “salarymen” seeking increased prestige as well as escape from their demanding jobs.

Keywords: Japan, alcohol, beer, whisky, liquor, brewing, Suntory, Nikka, Taketsuru Masataka, Saji Keizō

Access to the complete content on Oxford Research Encyclopedia of Asian History requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.