The Sunday's Spirits team is proud and honored to have the rare opportunity to be the first Western brand to launch an authentic whisky from Japan.
Lindsay Jang, Matt Abergel, and Elliot Faber, three of the four founders, have been working together for over 10 years, building Japanese-inspired F&B concepts in Hong Kong and globally. Most notably, Lindsay and Matt opened Yardbird Hong Kong in 2011, followed by RONIN, Sunday’s Grocery, and most recently, ROTI TORI. They also won the James Beard award in 2018 for their book Chicken and Charcoal. Elliot has lead their beverage program since the beginning and has subsequently opened his own concepts Sake Central and Saketen in Hong Kong and Vietnam. He also co-founded Sunday’s Distribution, a boutique beverage import company serving Hong Kong. Suchit Majmudar is the fourth founder, based in Denver, Colorado, with expansive experience in the business side of hospitality having worked for the Pritzker family fresh out of college and wrapping up his corporate life at JAB holdings, overseeing a large part of their coffee empire. Suchit and Lindsay worked on MISSBISH, an editorial platform and apparel company, from 2014-2019, and wanted to continue their partnership.
Sunday's Spirits gives a unique perspective into the people, culture, and products of Japan; an international approach and insight into a craft that has been carefully honed over centuries of simultaneous maintenance of tradition and innovation.
After careful consideration of multiple options, Sasanokawa Shuzo was selected as the first partner in Sunday's Spirits’ mission to bring accessibility to the world's thirst for whisky produced in Japan. Located in Koriyama, Fukushima, Sasanokawa has been producing alcoholic beverages for 255 years. Starting with sake, they later expanded into whisky and shochu production. Sasanokawa shares Sunday's Spirits' passion for bringing Japanese products to the world, and while our debut blend is produced for the global market, it is important to know that the craftsmanship of Sasanokawa also makes Sunday's Whisky a true product of Japan.
One of the principal aspects that makes Sunday's Whisky so special is the nature of the water used to produce it. The water of Koriyama and the surrounding area is soft, especially for the Tohoku region, and the result is a round, full-bodied texture that dilutes evenly in a highball or cocktail and bonds to accents such as lemon twists or orange peels. Water is so important that once the whisky arrives as cask-strength Genshu (undiluted whisky), and after it is blended, it is diluted with as much as 30% water to make sure the clear character of the Koriyama Springs are evident.
The Sunday's Spirits team collaborated with Sasanokawa Shuzo on the exact ratios and specifics of the Malt & Grain Blended Whisky, but the specific formula is proprietary. Barrel-aged malt and grain spirits from around the world are vatted with Japanese whisky and diluted with the purest Japanese water. This creates a terroir that could only be crafted by combining both Sasanokawa's resources and Sunday's Spirits’ curation.
Fukushima is Japan's 3rd largest prefecture, covering ~13,000 kilometers. While the prefecture as a whole has been cleaning up and rebuilding after the earthquake and tsunami of 2011, numerous Japanese and international entities have stepped in to mitigate damage, promote recovery, and implement the highest standards of testing; proving that products from the region are safe.
Sunday's Whisky, as well as numerous other products produced at Sasanokawa, have all tested negative for radiation. The earth, water, and surrounding areas are tested regularly and documentation guaranteeing safety is issued. Sunday's Whisky measures the same chemically as other whisky products in Japan and from other global locations.
Sunday's Spirits remains committed to the health and growth of Fukushima and Japan's agricultural community. A portion of profits are directly reinvested back into the prefecture to ensure the safest and highest environmental standards are met.
Sunday's Whisky is world whisky, made in Japan.