Celebrating 80 Years of Torys Whiskey with the 'Everywhere Torys' Project

Torys Whiskey, a beloved brand in Japan, is approaching a significant milestone: its 80th anniversary. To commemorate this remarkable achievement, Suntory has launched the 'Everywhere Torys' project, which aims to connect with customers and enhance their everyday experiences. The project officially kicked off on March 9, inviting fans to share their moments of joy through the '#CasuallyHappy' episode recruitment campaign.

A Legacy of Friendship

Initially launched in 1946, shortly after World War II, Torys Whiskey quickly became an essential part of many people's lives in Japan. The brand succeeded in popularizing whiskey to a wider audience, establishing itself as a go-to spirit that celebrates life's joyful moments. For nearly 80 years, the slogan 'Always a friend to everyone' has resonated with customers, reflecting the brand's dedication to being there for them through thick and thin.

Introducing the 'Everywhere Torys' Project

The heart of this celebratory initiative revolves around the iconic character Uncle Torys. Since his debut in 1958, Uncle Torys has represented the brand and has grown to become a relatable figure for many. As part of this project, Uncle Torys will engage with fans in everyday situations throughout the year, transforming routine moments into opportunities for happiness.

Starting March 9, the '#CasuallyHappy' campaign encourages fans to share their stories about life's small joys. Not only will selected stories be showcased on social media, but one lucky contributor will have their story featured on the packaging of Torys Highball cans. Additionally, the campaign includes a raffle for 100 participants to win QUO cards worth 1,000 yen.

New Product Launches and Media Campaigns

In conjunction with the project, Suntory is refreshing the official Torys brand website and launching new commercials that emphasize finding 'casual happiness' in life. These 15-second TV ads feature animated vignettes of Uncle Torys discovering small joys, such as finding cherry blossom petals or enjoying freshly cooked croquettes. The commercials aim to evoke feelings of warmth and joy and will be aired nationwide, starting March 9, 2026.

Moreover, to tantalize taste buds, the 'Fruity Torys Can' series will debut with a limited edition 'Peach Highball' available from March 10. Following this, the 'Lemon Highball' variant will be launched as a year-round product starting April 21.

An Ongoing Connection with Customers

Throughout the year, the 'Everywhere Torys' project will introduce various collaborations and initiatives to foster connections with customers. Announcements regarding future events and projects will be communicated via the official Suntory X account, ensuring fans stay updated.

The new Torys website, launching on March 9, will feature sections highlighting Uncle Torys and detailing the brand's products and history. For those who have cherished Torys through the years, visiting the revamped site is highly recommended to engage with the brand's journey.

Join the Celebration!

Fans are encouraged to participate in the '#CasuallyHappy' campaign and share their own moments of happiness, merging personal stories with the joyous spirit embodied by Uncle Torys. This year, as Torys Whiskey steps into its next chapter, it is committed to celebrating its past while warmly embracing the future, continuing to be a steadfast companion in moments both grand and mundane. For more details on the campaign and Torys products, visit the official Suntory website.