Why has there been a surge in counterfeit Japanese whisky in recent years?

Let's put it this way, it's the same principle as speculating on sneakers or designer bags. In a nutshell: It became popular too quickly, production couldn't keep up, prices were driven sky-high, and then the scammers came sniffing around.

Specifically, there are several main reasons:

1. Suddenly became an "internet sensation," everyone wants it

Ten or so years ago, Japanese whisky was still relatively niche internationally. Then, whiskies like Suntory's Yamazaki and Hakushu, and Beam Suntory's Hibiki, started winning international awards left and right, being hailed as "World's Best Whisky."

This immediately caused a sensation. What was once only enjoyed by a few enthusiasts suddenly became something whisky lovers worldwide, and even those who don't usually drink, wanted to try. Or they'd buy it as a gift or for collection, feeling it brought them prestige. Demand instantly surged from 100 to 10,000.

2. Severe production shortage, can't produce more quickly enough

Whisky isn't something you can decide to produce today and have ready tomorrow. It needs to be aged in oak barrels. For example, a bottle of "Yamazaki 18 Year Old" uses spirits distilled and barreled at least 18 years ago.

Fifteen or twenty years ago, the Japanese whisky market was in a slump, and distilleries were barely staying afloat. Who would have anticipated today's boom? So, their stock of aged spirits from that time was limited. Now, with demand skyrocketing, they can't go back in time to produce more. This has led to a severe supply shortage, with many classic aged expressions (like Yamazaki 12 Year Old and Hibiki 17 Year Old) being discontinued or offered in limited quantities.

3. Prices soared like a rocket, a single bottle comparable to luxury goods

When supply is low and demand is high, prices naturally skyrocket. A bottle that might have originally cost a few hundred yuan is now being resold for thousands or even tens of thousands. Prices reaching this level create a huge profit margin for counterfeiters.

Imagine, a scammer spends a few dozen yuan on costs, fills a genuine bottle with cheap whisky, seals it, and sells it as an authentic product for thousands. The profit is more exaggerated than drug trafficking; how could they not be tempted?

4. The "fake liquor in real bottles" trick is hard to guard against

The most common counterfeiting method is recycling genuine whisky bottles. Many people, after drinking Yamazaki or Hibiki, sell their empty bottles. Counterfeiters then extensively collect these well-preserved genuine bottles and boxes, fill them with other cheap whiskies, and reseal them.

For the average consumer, the bottle and packaging are authentic, making it very difficult to distinguish from the outside. Unless you're a connoisseur who drinks this whisky daily, it's hard to taste the difference immediately. This significantly lowers the barrier to counterfeiting and the risk of being discovered.

5. Previous regulations had loopholes, the market was a bit chaotic

Before 2021, the legal definition of "Japanese whisky" in Japan was actually very vague. Some distilleries would import cheap spirits from Scotland or Canada, then blend and bottle them in Japan, labeling them as "Japanese whisky." While this wasn't "fake liquor," this practice created some confusion in the market and among consumers regarding the authenticity of "Japanese whisky," allowing counterfeiters to thrive in the murky waters.

In summary:

Japanese whisky was elevated to a pedestal (exploding demand) -> distilleries ran out of old stock (supply gap) -> market prices were driven sky-high (tempting profits) -> scammers filled real bottles with fake liquor (easy counterfeiting).

So, if you now see someone selling popular whiskies like Yamazaki or Hibiki at a "bargain" price, especially from individual sellers, you should be highly suspicious. If you want to drink the real thing, it's best to stick to trusted official channels or large specialty stores.