Distilled from 100% Japanese White Rice. Contrary to what the West may perceive, Japanese white rice is never considered as a "staple" as a Japanese meal, but respected as a luxury. Milled and polished to perfection, white rice is revered for its mild and subtly sweet flavor. An additional part of Haku’s unique creation is Suntory's proprietary bamboo charcoal filtration. Like a sponge, the charcoal absorbs the impurities present in the distillate, eliminating anything that might detract from the taste. This gives the vodka a clean and clear flavor. Moreover, the minerals from the bamboo charcoal add a remarkably smooth and mellow character.

The product design harmonizes the Japanese traditional aesthetic with an evolving modernity. The curved lines on the bottle represent the stream glistening through Japanese nature and Japan’s four seasons. The label design consists of Junpaku (pure-white) washi paper - representing the beauty of Japanese white rice, which is the soul of the vodka - and Kanji calligraphy “Haku” with sumi ink, as well as red and gold colors only. The result: a minimal and modern Japanese design, free of unnecessary adornments.

*The use of bamboo charcoal for water filtration is one of the fundamentals of Japanese culture and goes back to ancient Japan where charcoal was said to “sweeten” the water for tea. It is known for its incredible filtering ability, which comes from its super-porous structure — 3 times more porous cavities per gram than other wood charcoal. As bamboo is a fast-growing plant, supply is abundant and sustainable in Japan.