A hand holding a glass and a bottle and of Yamazaki Single Malt Whisky
Suntory Japanese Whisky Is At Costco, But The Price Has Shoppers Unhappy
At Costco, a bottle of Suntory's lauded Yamazaki 12-year whisky costs $140. Liquor stores sell it for around $200, and prices are even higher on the secondary market.
However, the Manufacturer's Suggested Retail Price (MSRP) for Yamazaki is much lower at $96. Suntory has publicly expressed how uneasy it is about this discrepancy.
Retailers can charge over the MSRP for Japanese whiskies as high demand, limited supply, and a lengthy distilling process mean that customers are willing to pay premium prices.
Also, Suntory has invested millions in its facilities to increase production, leading to higher operational costs. Some bottles jumped 125% in price on April 1, 2024.