Nikka Whiskey announced a new mid-range brand of whiskey on July 5 called Nikka Frontier, which will go on sale starting October 1.

The first new brand from Nikka in four years, Nikka Frontier is targeted towards the growing need of beverages to be consumed in the household.

As the popularity and market for Japanese produced whiskey expands both domestically and abroad, producers are increasingly looking to capitalize on rising demand.

According to the National Tax Agency, shipments have increased by about 90% over the last 10 years, with whiskey being nearly 40% of alcohol beverage exports as of 2022.

There is also Increased demand from foreign tourists, with the shop at Nikka Whiskey’s Yoichi Distillery seeing about 30% of their customers from abroad this year alone.

Nikka Whisky has already announced a capital investment of six billion yen by the end of the year, while competitor Suntory Holdings will invest 10 billion yen over two years.

Nikka Whisky has set a target of roughly doubling sales in the Western-style alcohol business, including whisky, over the next ten years.

Company President Tamesada Kazutomo said of the target that given the boom in Japanese whisky, Nikka would like to establish a system to sell its products overseas.