Kanpai Planet Turns Four!

Four years ago today, Kanpai Planet, my Japan drinks platform, launched with our first video—reviewing the Foo Fighters Sake! Since then, we’ve explored Japanese whisky, sake, shochu, craft beer, and more, bringing on-the-ground coverage direct from the heart of Tokyo and beyond that you won’t find anywhere else. Over 400,000 views later, Mac reflects on the journey so far, 2024’s changes, and what the future holds. 

Kanpai Planet began during the COVID-19 pandemic when global travel restrictions made virtual exploration more valuable than ever. 2021 and 2022 saw a large volume of content – everything from reviews of the latest drops, be they Yamazakis or KitKats, to our nine-part documentary “Making Sake on Sado”, which remains the most comprehensive look at sake production ever made.

However, in 2023, my day job as a tour guide returned with a vengeance, leaving less time for Kanpai Planet. That year, only three long-form videos were released, though one—”How Japanese Whisky Conquered the World”—has racked up over 12,000 views.

In 2024, I committed to at least one long-form video per month, and delivered. I reviewed Suntory’s Holy Trinity and their big Tsukuriwake releases as well as whiskies from the Chichibu Distillery. I also made some listicle content, the most popular of which saw me busting 3 Japanese Whisky Myths and helping our US fanbase find “5 Japanese Whiskies under $100” just in time for Christmas!

2024 was a year of change in the Japan drinks world. New industry standards for Japanese whisky took hold, but transparency remains an issue. While major brands continue to dominate, Japan’s craft distilleries are levelling up, with more aged releases, innovative cask finishes, and growing international recognition. The global demand for premium Japanese whisky remains high, but has the market here grown too fast, too soon? Sake continues to rise globally, fueled by breweries experimenting with alternative aging techniques, non-traditional rice strains, and terroir-driven production. Meanwhile, the domestic market faces challenges as younger Japanese drinkers turn to other beverages. Japan’s craft beer scene is in flux, with major breweries consolidating and small brewers experimenting more than ever. The rise of micro-distribution channels will allow smaller players to reach more drinkers in 2025 and beyond, creating a more dynamic and diverse market.

Through it all, Kanpai Planet remains your best source for real, unfiltered coverage. Being on the ground in Japan gives us unparalleled access to distillers, brewers, and insiders, allowing us to share stories others simply can’t.

2025 is shaping up to be our biggest year yet, with the first VERY special announcement coming in March—stay tuned!

Thank you for four incredible years. The best is yet to come!

We continue… and Kanpai!

Mac, Creator, Kanpai Planet – YouTube | Twitter | Instagram | Facebook | LinkedIn