Suntory reveals Haku27, world’s first club inside a whisky warehouse

In celebration of the 50th anniversary of Hakushu Distillery, Suntory has revealed plans to open the world’s first club inside a whisky warehouse. They’re calling it Haku27 since it’s inside Hakushu’s warehouse #27. As if one world-first isn’t enough, they’ve also announced another: they plan on blasting techno and house inside the warehouse 24/7/365 as the bass vibrations are expected to enhance contact between the maturing whisky and the cask. Let’s take a look.

“Beam Suntory has been a consistent innovator in the drinks industry since the company’s founding in 1899. Today, we’re thrilled to announce the opening of Club Haku27 in Hakushu Distillery’s Warehouse #27. At the world’s first dance club inside a whisky warehouse, we look forward to serving existing fans of Suntory Whisky and introducing Japanese whisky to new audiences of clubgoers worldwide,” commented Beam Suntory Global Head of Facilities Marketing, Tanoshii Bashoda.

In another world-first, the company will play house and techno inside Warehouse #27 for 24 hours a day, 365 days a year. “This will expose the liquid gold to the absolute weapons and phat bass the main room genres are known for,” added Suntory Chief Blender Shinji Fukudub, while clearly rolling. The company also plans to release limited-edition vinyl LPs of playlists under the Forest Sessions label at the distillery gift shop. 

The club will be open from 9 PM to 2 AM on Fridays and Saturdays. Haku27 will hold its opening party on July 27, 2023 from 9 PM. Advance tickets only, plus VIP seats will be available on ResidentAdvisor and via the Haku27 homepage. And yes, I’ll definitely be there.

Suntory has also promised a drink menu that highlights the woody, light, and fresh notes of Hakushu whisky “in a format appropriate for the club scene.” Haku27’s signature drink, dubbed the Hakimakuro, calls for a shot of Hakushu and Baileys to be followed by a shot of lime juice. At the opening party, use the hashtag #ハキマクロ to get your first drink free.

The drinks giant is working with house/techno legend DJ Carl Cox to launch the club. Describing the partnership, he said simply, “Oh hai… Oh hai!”

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