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Milestone Beverages launches Deadly Sakura Onikishi Japanese whisky
Milestone Beverages HK Ltd is tapping into growing demand for themed craft spirits with its latest launch, Deadly Sakura Onikishi Japanese whisky, the second expression in the brand’s evolution.
Deadly Sakura Japanese whisky becomes the second character in evolution of the brand, sitting alongside its original Demon Knight SKU. The new whisky has been cherry blossom cask matured, and its artwork depicts a geisha assassin.
Deadly Sakura debuted at TWFA in Cannes, and has since been launched in Duty Free in the Americas through partner Blue Caterpillar, in response to the influx in demand from Global Travel Retail following the Covid-19 pandemic.
Blue Caterpillar co-founder and CEO Michael Gebrael said of the addition: “We are thrilled to add Onikishi to our portfolio of premium spirits. Japanese whisky is a rapidly growing category, and Onikishi is a perfect fit for our global travel retail customers.”
Deadly Sakura is inspired by cherry blossoms, which hold symbolic meaning in Japanese culture. Milestone Beverages aims to tap into growing demand for themed, craft spirits with its latest launch.
Giving an insight into the story behind Onikishi, Damith Weerakoon, its creator and director of marketing, said: “The irony behind Japanese whisky is that when it first grew and skyrocketed in price, it probably left behind the vast majority of consumers of Japanese pop culture. We believe Onikishi fills that vacuum where many newer inexpensive blends only look at price, Onikishi offers both an accessible experience, a connection to culture and the promise of more to come.”
The company has reported a rapid expansion of distribution of Onikishi whisky, partly as a result of developing a route to market in Europe through via Amsterdam Warehouse Company.
Milestone initially launched the first expression of Onikishi into travel retail with Flemingo in MENA, expanding its reach in Global Travel Retail with Blue Caterpillar. Onikishi can be found in local or duty-free distribution in almost 50 countries, the company has said it has set its sights on expanding to 100 countries in the coming years.