JAL Hosts “JAL Craft Whisky Selection” Tasting Event Showcasing Japanese Craft Whisky

On April 22, Japan Airlines (JAL) held an event in Tokyo called “JAL Craft Whisky Selection,” where participants enjoyed tastings while listening to talks by the producers of Japanese craft whiskies sold through JAL’s in-flight sales.

In addition to seven producers whose products have previously been available through in-flight sales—Kanosuke Distillery in Kagoshima, Akkeshi Distillery in Hokkaido, Yuza Distillery in Yamagata, Asaka Distillery in Fukushima, Chichibu Distillery in Saitama, Mars Komagatake Distillery and Mars Tsunuki Distillery in Nagano, and SAKURAO DISTILLERY in Hiroshima—the event also featured producers and managers from two new partners starting this fiscal year: Kujū Distillery in Ōita Prefecture and Ikawa Distillery in Shizuoka Prefecture. Each spoke about the craftsmanship behind their products and the characteristics of their aromas and flavors, while the 26 attendees enjoyed tasting the whiskies.

Since 2023, JAL has been engaged in an initiative to introduce Japanese craft whisky through in-flight sales and other channels. A key feature of the initiative is that it is designed as an experience rather than simply a retail offering. It creates a seamless customer journey: from the stage of “getting to know” about whiskies and distilleries through the in-flight magazine and social media, to “experiencing” them in airport lounges and on board, and finally to “deepening” that experience through in-flight sales and special events. Now in its fourth year, the initiative is gaining traction. Kentaro Nakamura, General Manager of JAL’s Life Commerce Business Department, noted that “customer response has been growing year by year.”

Shingo Nishida, head of the JAL Mileage & Lifestyle Business Division, pointed out that “people rarely travel to places where they have no purpose, but the moment they become interested in something, the desire to travel arises.” By leveraging touchpoints unique to airlines—such as lounges and in-flight sales—JAL aims to turn that interest into new motivations for travel.

These initiatives are all part of the JAL Group’s recent strategy to expand its non-airline businesses. In the “JAL Group Management Vision 2035” announced in March, the company set a target for its core non-airline businesses—mileage, financial services, and commerce—to increase EBIT to 70 billion yen in fiscal 2030, 1.6 times the level of fiscal 2025, and plans to invest more than 80 billion yen in these areas over the next five years.

Nishida emphasized, “To expand into non-airline fields over the next decade, we must change our mindset. We also want our customers to tangibly feel that ‘the JAL Group offers more than just transportation from A to B.’”