As global interest in Japanese culture continues to grow, appreciation has expanded beyond travel to embrace the country's enduring values of craftsmanship, refinement and thoughtful design. Tokyo's cocktail bars have earned a global reputation for reimagining classic drinks through meticulous technique, precision and hospitality. That same philosophy informs Haku, where craftsmanship is designed not simply to create an exceptional vodka, but one that elevates the cocktail itself.
"Made to Shine" channels this cultural momentum, drawing on more than a century of The House of Suntory's mastery of Japanese spirits. Made from 100% Japanese white rice, Haku delivers an exceptionally smooth vodka with a soft, subtly sweet character that brings refined depth and balance to every cocktail.
"As Haku Vodka's first-ever Global Ambassador, I'm proud to represent a campaign inspired by the belief that what makes you different should never be hidden," says Sawayama. "'Made to Shine' stands for going beyond the familiar, challenging expectations, and embracing new ways to express creativity. I hope it inspires people to own what makes them unique and have the confidence to shine."
Haku Made to Shine Campaign:
The campaign draws inspiration from Haku's name, meaning "white" in Japanese and evoking jyunpaku, a sense of purity and brilliance. Made to Shine celebrates those who move beyond the expected and let what makes them distinctive shine through.
At the heart of the campaign is a cinematic hero film directed by acclaimed filmmaker Frank Lebon, with stills captured by photographer Thurstan Redding. Set in Tokyo, the film follows Sawayama through the city's vibrant nightlife. As she orders a Haku Martini, her quiet confidence inspires others to embrace what makes them distinctive, reflecting a modern expression of Japanese creativity that lies at the heart of both the city and Haku Vodka.
Campaign content is now live across The House of Suntory's YouTube and social channels and will continue rolling out across key markets, including the United States, the United Kingdom, and Australia. To learn more about the campaign and watch the hero film, please visit us online here.
Signature Serve: The Signature Haku Martini
Haku's exceptionally smooth, silky finish makes it the ideal foundation for a cocktail like the martini. The recommended serve is a Haku Martini, made with 2 ½ parts Haku Vodka and ½ part dry vermouth, stirred for 30 seconds, strained into a chilled martini glass, and finished with a lemon twist.
Experience Japanese Cocktail Culture
The campaign will come to life through digital, social, events and experiential activations. In New York City, consumers will have the opportunity to discover the artistry behind the Haku Martini through exclusive Martini Masterclasses.
Additional details and invitations on these masterclasses will be shared with members of The House of Suntory membership program, offering access to members-only content, limited-edition release news and priority consideration for select events in key cities. Sign up here to be among the first to learn more.
About The House of Suntory
Suntory is renowned as the founding house of Japanese Whisky, beginning with Shinjiro Torii's creation of Japan's first malt whisky distillery in Yamazaki in 1923 and carried forward by his son, Keizo Saji, founder of the Hakushu and Chita Distillery. As the generations of Suntory's master blenders carry on, Suntory Whisky remains committed to heritage and innovation.
Today, the House of Suntory continues to craft award-winning spirits, including Yamazaki®, Hakushu®, Chita®, Kakubin®, Hibiki®, and Suntory Whisky Toki™. All 100% distilled, matured, and bottled in Japan, in full compliance with the Japan Spirits & Liqueurs Makers Association (JSLMA) standards. The House of Suntory also includes Roku™ Japanese Gin, Haku™ Japanese Vodka, and Kanáde Japanese Liqueur, reflecting the same dedication to craftsmanship, quality, and innovation that have defined Suntory for over a century.
In 2025, Yamazaki® made history at the International Spirits Challenge as the first brand to win Supreme Champion Spirit three years in a row, and in 2024, Chief Blender Shinji Fukuyo was named Master Blender of the Year. Furthering this legacy of excellence, the Osaka Spirits & Liqueurs Craft Distillery, home to Roku Gin, Haku Vodka and Kanáde Japanese Liqueur was awarded the 2025 Liqueur Producer Trophy by the International Wine & Spirit Competition (IWSC). The House of Suntory will open the Osaka Craft Distillery to the public for the first time in 2026.
About Suntory Global Spirits
As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium American whiskeys, including Jim Beam® and Maker's Mark®; Japanese whiskies, including Yamazaki® and Hibiki®; and leading Scotch brands including Laphroaig®, Suntory Global Spirits also produces leading brands such as El Tesoro® and Hornitos® tequilas and Roku® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196™ (minus one-nine-six) and On The Rocks™ Bartender Created Cocktails.
A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society, and aims to have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information, visit www.suntoryglobalspirits.com and www.drinksmart.com.
Enjoy Responsibly.
Haku® Vodka, 40% Alc./Vol. ©2026 Suntory Global Spirits Import Co., New York, NY
Media Contact:
Gabrielle Tutheridge, Articulate
[email protected]
SOURCE Suntory Global Spirits
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