Collectors, whether they collect sneakers, watches or whiskey, all have our favorite retailers and etailers. It’s the one-stop shop where they know they can find the latest and greatest in whatever it is they’re obsessed with. Think StockX. Think Hoodinkee. For Japanese whisky, it’s dekantā — the largest e-commerce store dedicated to the spirit.
Founded in 2015 by Makiyo Masa, dekantā sources some of the latest and rarest bottles of Japanese spirits. Masa began her journey with Japanese whisky, noticing the gap in the market for an online retailer that met the growing demand worldwide. dekantā now features over 2,000 products.
Back in March, I spoke Masa in New York City about the growth of Japanese whisky, sourcing rare finds and the mysteries of Mizunara.
The Whiskey Lifestyle: What inspired you to start dekantā?
Makiyo Masa: Nothing really [or] particularly inspired me to start dekantā. Back to 2013, I first started my business in Asia, in Hong Kong and Macao, I was selling wine and Scottish whiskey. Then I told my husband, who is my business partner, “In Japan, we also produced very good whiskey.” He was very surprised. So, we just started to put some Japanese whiskey into auctions. We were one of the first people to start doing that and it went very well. So, that’s how it started.
TWLS: Having been in the Japanese whiskey space for that long, what it’s like to see the evolution and growth of the spirit?
MM: It’s just unbelievable, the way it’s been growing — it has become so popular. I still couldn’t believe it. I remember in 2014 I hadn’t done the Suntory Rolling Stones, so I bought one for myself for $5,000. But nowadays, you can see it on the retail market for about $55,000. So, this is just unbelievable to see. [Editor’s Note: It now retails for $10,000 more than when this interview was done.]
TWLS: When you are sourcing your products, what inspires you? How do you decide which whiskeys you all sell?
MM: We have two main categories of products, which require different approaches to purchasing. One category is the more standard, popular one. People know or have heard of these [whiskies] mostly likely like a Yamazaki 12, Hibiki 17, Nikka, Yoichi — just the standard ones. The other section is where our Tokyo purchasing team will source the special ones that people never heard of from small craft distilleries like Ji-Whisky, they also produce great whiskies. I also see a spike in demand for vintage collectible bottles, released in the 60s, 70s and 80s, a lot of older bottlings and in particular, from the 1980s for Olympic winter, Olympic games, those bottles. So, we have a purchase team just so working on this part everyday, buying all the older stock anywhere we can source.
TWLS: What has been a unique whiskey that you’ve tried or something that surprised you when you first tasted it?
MM: There are a lot of unique ones for me. Every time I try something new, I feel surprised. Hibiki 21 is my personal favorite personal favorite. So, for really unique one I would say to Yamazaki 25. The color is very sherry. It’s extra finish with Mizunara cask, so when you try [it] you would just think it’s a very sherry but the finish is so beautiful. It’s just finished in the most beautiful way in Mizunara. It’s just surprised me.
TWLS: How do you introduce Japanese Whisky to people?
MM: I always pour the whiskey first. Just try it. That’s the best way to introduce it. Then I start to give them the information about the distillery, the bottle, the label and story behind it. I think the best experience is always to try.
TWLS: We have one here, so let’s try it. [laughs]
MM: This is the Yamazakura, a selection of 963 18 year old pure malt whiskey finished in Mizunara wood. This [distillery] used to make sake, so it’s an old sake producing distillery. In 2000, they started bottling their first single cask, so this is the oldest Yamazakura you will some on the market at 18 years old. [pours whiskey] I don’t know if you’re familiar with Mizunara Oak. The Mizunara tree has to grow to be 200 years old in order for you to cut and use it for something. So, any Mizunara cask is over 200 years old so that’s why its very popular.
TWLS: What is it about the Mizunara tree that makes it so great for aging whiskey?
MM: I cannot give you a very technical answer, but I guess it’s just because it’s unique and it takes a really long time. That’s so rare. And the finish is very smooth. It has a very beautiful balance.
TWLS: What’s next for dekantā?
MM: Our main focus there will always be whiskey because we are so passionate about that. We started with whiskey, but we also sell wine, shochu, awamori — we have a lot of other spirits. For the future, I want to becomes more branded. So, we may try to do more of our open private label bottling, which are from some small distilleries because they are great whiskies but people just never heard of. It’s dekantā’s mission to bring them to our consumers and the world.
