Nikka Yoichi Single Malt: Peaty, Smoky & Unmistakably Japanese
What You’ll Learn in This Article
- What Yoichi Single Malt is — and why Hokkaido produces one of the world’s most distinctive whiskies
- Masataka Taketsuru and the founding of Japan’s whisky tradition at Yoichi distillery
- Full tasting notes for Yoichi Single Malt NAS — smoke, sea salt, and coastal complexity
- How to drink Yoichi — neat, on the rocks, highball, and food pairings that actually work
- Is Yoichi worth $90? An honest value assessment against Scottish competitors
Yoichi Single Malt is the whisky that proves Japan does not merely imitate Scotland — it absorbs, adapts, and creates something new. Born from coal-fired pot stills on the rugged coast of Hokkaido, this is a single malt with genuine peat smoke, maritime salinity, and a layered fruit complexity that has no direct equivalent in the whisky world. It is neither Scottish nor a copy of Scottish. It is something distinctly its own.

Supervised by
Daichi Takemoto
Authentic Bartender & Owner of Obanzai Nanchatte, Kobe
With 8 years of experience as a professional bartender and now the owner of "Obanzai Nanchatte" in Kobe, Daichi brings hands-on expertise in Japanese sake, whisky, and food pairing to every article on Kanpai Navi.
Table of Contents
- What Is Yoichi Single Malt?
- Masataka Taketsuru: The Father of Japanese Whisky
- From Hiroshima to Scotland
- Kotobukiya and the Road to Independence
- Why Hokkaido? Why Yoichi?
- The Yoichi Distillery: Coal Fire and Coastal Character
- Coal-Fired Pot Stills
- Peated Malt
- Maturation: American Oak and Sherry Casks
- Tasting Notes: Yoichi Single Malt NAS
- Nose
- Palate
- Finish
- How to Drink Yoichi Single Malt
- Neat
- With a Few Drops of Water
- On the Rocks
- Japanese Highball
- Yoichi in the Nikka Family
- Is Yoichi Single Malt Worth ?
- The Case for Yoichi at
- The Case Against Yoichi at
- The Verdict
- The Role of Cask Selection and Mizunara Oak
- Food Pairing Guide
- Frequently Asked Questions
- What does Yoichi taste like compared to Scotch whisky?
- Is Yoichi heavily peated?
- What does NAS mean on Yoichi Single Malt?
- How does Yoichi compare to Nikka From The Barrel?
- Can I use Yoichi in cocktails?
- Where can I buy Yoichi Single Malt?
- The Bottom Line
What Is Yoichi Single Malt?
Yoichi Single Malt is a Japanese single malt whisky produced at the Yoichi distillery in Hokkaido, Japan’s northernmost main island. The distillery is operated by Nikka Whisky, one of Japan’s two major whisky producers, and was founded in 1934 by Masataka Taketsuru — the man universally recognized as the father of Japanese whisky.
The current flagship expression is the Yoichi Single Malt NAS (No Age Statement), bottled at 45% ABV and priced at approximately $90 USD. It is made from 100% malted barley, uses peated malt, and is aged in a combination of American oak and sherry casks.
| Detail | Information |
|---|---|
| Product | Yoichi Single Malt (NAS) |
| Producer | Nikka Whisky Distilling Co. |
| Distillery | Yoichi, Hokkaido, Japan |
| Founded | 1934 |
| ABV | 45% |
| Malt | 100% malted barley, peated |
| Cask types | American oak, sherry casks |
| Approximate price | ~$90 USD |
What makes Yoichi unusual — even within Japan’s whisky landscape — is that it leans into peat smoke and maritime character rather than away from it. While most Japanese distilleries pursue delicacy and smoothness above all else, Yoichi embraces a bolder, more robust style that reflects both its Scottish inspiration and its unique Hokkaido terroir. The distillery is also one of the last in the world to use coal-fired pot stills, a traditional heating method that contributes to the whisky’s distinctive richness and complexity.
Masataka Taketsuru: The Father of Japanese Whisky
The story of Yoichi is inseparable from the story of Masataka Taketsuru, and his story is one of the most remarkable in the history of spirits. Understanding the man explains the whisky — why it tastes the way it does, why it is made where it is made, and why it carries an unmistakable echo of Scotland without being a Scottish imitation.
From Hiroshima to Scotland
Taketsuru was born in 1894 into a sake-brewing family in Takehara, Hiroshima Prefecture. In 1918, he traveled to Scotland to study organic chemistry at the University of Glasgow — but his real mission was to learn the art and science of Scotch whisky production. He apprenticed at multiple distilleries, including Longmorn in Speyside and Hazelburn in Campbeltown, meticulously recording every detail of the process in notebooks that would become the founding documents of Japanese whisky.
During his time in Scotland, Taketsuru also fell in love with and married Rita Cowan, a Scottish woman from Kirkintilloch. The couple returned to Japan in 1920, and Taketsuru carried with him not only technical knowledge but a deep personal connection to Scotland — its landscape, its climate, and its whisky-making traditions.
Kotobukiya and the Road to Independence
Upon returning to Japan, Taketsuru was hired by Kotobukiya (later Suntory) to help establish Japan’s first commercial whisky distillery at Yamazaki, near Kyoto. He served as the distillery’s first master distiller, applying what he had learned in Scotland to Japanese production. The Yamazaki distillery produced Japan’s first true whisky, but Taketsuru was never entirely satisfied with the location. Kyoto’s warm, humid climate was fundamentally different from Scotland’s cool, maritime conditions, and Taketsuru believed that climate played a critical role in producing great whisky.
After a decade at Yamazaki, Taketsuru left Kotobukiya in 1934 to pursue his own vision. He founded Dai Nippon Kaju (later renamed Nikka Whisky), and he chose a location that would have seemed eccentric to anyone who did not understand his logic: Yoichi, a small coastal town on the Shakotan Peninsula in western Hokkaido.
Why Hokkaido? Why Yoichi?
Taketsuru selected Yoichi for reasons that were deeply informed by his Scottish apprenticeship. The site offered conditions that mirrored Scotland’s whisky-producing regions more closely than anywhere else in Japan.
| Factor | Yoichi, Hokkaido | Scottish Highlands |
|---|---|---|
| Climate | Cool summers, cold winters, high humidity | Cool summers, cold winters, high humidity |
| Coastal influence | Sea of Japan coastline, salt-laden air | Atlantic coastline, salt-laden air |
| Air quality | Clean, low pollution | Clean, low pollution |
| Peat availability | Hokkaido peat bogs accessible | Abundant peat resources |
| Water | Soft, clean river water | Soft, clean spring/river water |
The cool climate slows maturation, allowing the whisky to develop complexity gradually. The coastal air introduces salinity into the aging process as the sea breeze passes through the warehouse walls. The cold winters and moderate summers create significant temperature fluctuation — a natural engine for the cask interaction that gives aged whisky its depth.
Taketsuru was not trying to replicate Scotland. He was searching for a place in Japan where the same natural forces that shaped Scotch whisky could shape Japanese whisky in their own way. Yoichi was his answer.
The Yoichi Distillery: Coal Fire and Coastal Character
The Yoichi distillery is not simply where Yoichi whisky happens to be made. The distillery’s methods and environment are the reason the whisky tastes the way it does. Several features of Yoichi’s production are either rare or entirely unique in the modern whisky world.
Coal-Fired Pot Stills
The most distinctive aspect of Yoichi’s production is its use of coal-fired direct heating for its pot stills. Nearly every other distillery in the world has switched to steam heating — it is more efficient, easier to control, and requires less labor. Yoichi is one of the last holdouts.
Coal-fired heating produces higher temperatures at the base of the still, creating more intense reactions between the wash and the copper. This generates heavier, more complex spirit with greater depth and a subtle smokiness that comes not from the peat alone but from the distillation process itself. The trade-off is that coal-fired stills require constant, skilled attention — a distiller must manage the fire manually to maintain the correct temperature, and mistakes can scorch the spirit.
| Heating Method | Temperature Control | Spirit Character | Distilleries Using It |
|---|---|---|---|
| Coal-fired direct heat | Manual, requires constant attention | Heavier, richer, more complex | Yoichi (very few others remain) |
| Gas-fired direct heat | Moderate control | Full-bodied with some complexity | Several Scottish distilleries |
| Steam indirect heat | Precise, automated | Lighter, cleaner, more consistent | Majority of global distilleries |

Daichi Takemoto
Coal-fired distillation is not just a heritage gimmick. The intense, uneven heat from coal creates what we call “hotspots” at the bottom of the still — localized areas of extreme temperature that cause Maillard reactions in the wash. These reactions produce compounds that simply do not form at the lower, more uniform temperatures of steam heating. The result is a richer, heavier spirit with caramelized, toffee-like notes built in at the distillation stage, before the whisky ever touches a cask. Yoichi’s weight and depth come as much from the fire as from the wood.
Peated Malt
Yoichi uses peated malt — barley that has been dried over burning peat, infusing it with phenolic smoky compounds. The level of peat in Yoichi is moderate. This is not an Islay-level peat bomb. Instead, the peat manifests as a gentle background smokiness — more campfire ember than industrial smoke — that weaves through the other flavors rather than dominating them.
The combination of coal-fired distillation and peated malt gives Yoichi a layered smokiness that has two distinct sources: the peat in the malt and the distillation process itself. This dual-origin smoke is part of what makes Yoichi difficult to compare directly to any single Scottish distillery.
Maturation: American Oak and Sherry Casks
Yoichi Single Malt NAS is aged in a combination of American oak (ex-bourbon) casks and sherry casks. The American oak contributes vanilla, coconut, and citrus brightness. The sherry casks add dried fruit richness, spice, and depth. The blending of these two cask types in the final vatting creates the whisky’s characteristic balance of fruit, smoke, and sweetness.
Hokkaido’s climate plays a crucial role in maturation. The cold winters slow the extraction of wood compounds, while the warmer summers accelerate it. This seasonal push-and-pull creates a maturation rhythm that differs from Scotland’s more stable, cool climate. The result is a whisky that tends to have bright, defined flavors — the cask influence is present but not overwhelming, allowing the distillery character to remain at the forefront.
Tasting Notes: Yoichi Single Malt NAS
These tasting notes are based on multiple tastings under controlled conditions — neat, with a few drops of water, and at room temperature. Yoichi is a whisky that rewards patience. Give it at least five minutes in the glass before nosing, and do not rush through it.
Nose
The first impression is light peat smoke — not aggressive, but present, like the smell of a campfire from across a field. Behind the smoke comes salinity — a mineral, coastal note that evokes sea spray. As the whisky opens, orange and lemon zest emerge, followed by cantaloupe and tropical fruit. There is a subtle honeyed sweetness underneath everything. The nose is remarkably layered for a NAS expression — each minute in the glass reveals a new element.
Palate
On the palate, the peat smoke arrives first but remains light and earthy — closer to smoked wood than medicinal iodine. This transitions into coffee and toffee, likely contributed by the coal-fired distillation and the American oak casks. Citrus zest runs through the mid-palate, providing brightness and preventing the heavier notes from becoming cloying. Honey, pear, and apricot add a fruity sweetness that balances the smoke beautifully.
Finish
The finish is medium to long. Grapefruit pith and vanilla linger alongside roasted oak and a hint of clove spice. The peat smoke returns at the very end — a gentle whisper that ties the whole experience together. The 45% ABV provides enough structure to carry the finish without any alcoholic burn.
| Element | Tasting Notes |
|---|---|
| Nose | Light peat smoke, salinity, orange zest, lemon zest, cantaloupe, tropical fruit, honey |
| Palate | Earthy peat smoke, coffee, toffee, citrus zest, honey, pear, apricot |
| Finish | Grapefruit, vanilla, roasted oak, clove, lingering gentle smoke |
| ABV | 45% |
| Overall character | Coastal, gently peated, fruity, complex |

Daichi Takemoto
What strikes me most about Yoichi NAS is how the peat integrates with the fruit notes rather than competing against them. In many peated Scotch whiskies, the smoke and the fruit exist in separate layers — you taste one, then the other. In Yoichi, the smoke and the citrus and the tropical fruit are woven together into a single fabric. That integration is the signature of good cask selection and skilled vatting. Whoever is blending this at Nikka has an exceptional palate.
How to Drink Yoichi Single Malt
Yoichi is a versatile whisky that performs well across multiple serving styles. The 45% ABV gives it enough structure to hold up with water or ice without falling apart, while the complex flavor profile rewards neat contemplation.
Neat
The purist’s choice and the best way to experience Yoichi’s full complexity. Pour 30-45ml into a Glencairn glass or tulip-shaped nosing glass. Let it sit for five minutes. Nose it gently — do not plunge your nose into the glass. Sip slowly, letting the whisky coat your entire palate. The peat, the fruit, the maritime salinity, the toffee — everything is present in its full form when served neat.
With a Few Drops of Water
Adding 3-5 drops of water to Yoichi opens up the fruity notes significantly. The tropical fruit and cantaloupe become more prominent, and the peat recedes slightly, revealing more of the citrus and honey underneath. This is arguably the best way to taste Yoichi if you want to explore its complexity layer by layer.
On the Rocks
Yoichi works well over a single large ice cube. The gradual dilution and chilling suppress the peat smoke and bring the fruit and sweetness forward. It becomes a more relaxed, sessionable experience — less contemplative, more refreshing. Use a single large cube rather than multiple small cubes to control the dilution rate.
Japanese Highball
Yoichi makes an outstanding Japanese highball. The peat smoke and salinity survive the dilution with soda water and actually become more interesting — the highball format isolates the smoky-citrus-maritime character and stretches it into a long, refreshing drink. Use a 1:3 or 1:4 whisky-to-soda ratio with very cold, strongly carbonated soda.
| Serving Style | Ratio | Best For | Flavor Emphasis |
|---|---|---|---|
| Neat | Pure | Contemplative tasting | Full complexity — smoke, fruit, salt, oak |
| With water | 3-5 drops | Exploring layers | Fruit and honey amplified, softer smoke |
| On the rocks | 1 large cube | Relaxed sipping | Sweetness and fruit forward, muted smoke |
| Highball | 1:3 or 1:4 | Casual drinking, meals | Smoky citrus, refreshing salinity |
Yoichi in the Nikka Family
Yoichi Single Malt does not exist in isolation. It is one piece of the broader Nikka Whisky portfolio, and understanding where it fits helps contextualize its style and character. Nikka operates two distilleries — Yoichi in Hokkaido and Miyagikyo in Miyagi Prefecture — and the two produce deliberately contrasting styles of whisky.
| Characteristic | Yoichi | Miyagikyo |
|---|---|---|
| Location | Hokkaido (coastal, cool) | Miyagi Prefecture (mountain valley) |
| Still heating | Coal-fired direct heat | Steam indirect heat |
| Peat level | Moderate (peated malt) | Low to none |
| Character | Bold, smoky, maritime | Elegant, fruity, floral |
| Scottish comparison | Highland/coastal style | Lowland/Speyside style |
The two distilleries were designed to complement each other. Yoichi provides the backbone — weight, smoke, and depth. Miyagikyo provides the finesse — fruit, florals, and elegance. Together, they form the base for Nikka’s blended whiskies, including the acclaimed Nikka From The Barrel, which combines malt and grain whiskies from both distilleries.
Other key expressions in the Nikka lineup include:
- Nikka Coffey Grain Whisky — A grain whisky distilled in a Coffey (column) still, known for its sweet, creamy, almost bourbon-like character. A very different experience from Yoichi’s malt intensity.
- Nikka Coffey Malt Whisky — Malted barley distilled through a Coffey still rather than pot stills, producing an unusual hybrid character — the maltiness of a single malt with the lighter body of grain whisky.
Tasting Yoichi alongside its siblings is one of the best ways to understand what makes it distinctive. The contrast with Miyagikyo, in particular, is striking — the same company, the same raw ingredient philosophy, but two profoundly different whiskies shaped by different locations, different stills, and different approaches to heat.

Daichi Takemoto
If you want to understand Taketsuru’s genius, taste Yoichi and Miyagikyo side by side. He designed two distilleries that are nearly polar opposites — one coastal and coal-fired, the other landlocked and steam-heated — specifically so that the blender would have the widest possible palette of flavors to work with. It is the same thinking that drives Scottish whisky companies to own multiple distilleries, but Taketsuru planned it from the beginning with an architect’s precision. The man was thinking fifty years ahead.
Is Yoichi Single Malt Worth $90?
This is the question that generates the most debate among whisky enthusiasts, and it deserves an honest, nuanced answer. The short version: it depends on what you are comparing it to and what you value in a whisky.
The Case for Yoichi at $90
Unique character. There is no other whisky in the world that combines coal-fired distillation, Hokkaido coastal maturation, moderate peat, and Japanese blending precision in the way Yoichi does. If you value distinctiveness and a flavor profile that cannot be replicated elsewhere, Yoichi delivers something genuinely original.
Bottling strength. At 45% ABV, Yoichi is bottled above the 40-43% minimum that many competitors use. The extra proof provides more flavor density, better structure, and more versatility — it holds up to ice and water without losing its character.
Quality of production. The coal-fired distillation, the careful cask selection, the skilled vatting — these are not cheap processes. The $90 price reflects genuinely expensive production methods, not just brand markup.
The Case Against Yoichi at $90
No age statement. At $90, Yoichi NAS competes against aged Scottish single malts that tell you exactly how old the whisky is. Highland Park 12, Talisker 10, Springbank 10 — all offer explicit age guarantees at lower prices. The NAS format asks you to trust Nikka’s blending without the transparency of an age statement.
Scottish alternatives. For $90 or less, you can purchase peated Scottish single malts with age statements: Talisker 10 ($55-65), Highland Park 12 ($50-65), Ardbeg 10 ($55-70), or Springbank 10 ($70-85). All are excellent. The question is whether Yoichi’s unique coastal-Japanese character justifies the premium over these established alternatives.
| Whisky | Style | ABV | Age | Price (approx.) |
|---|---|---|---|---|
| Yoichi Single Malt NAS | Coastal peated Japanese | 45% | NAS | $90 |
| Talisker 10 | Coastal peated Scotch | 45.8% | 10 years | $55-65 |
| Highland Park 12 | Island peated Scotch | 43% | 12 years | $50-65 |
| Ardbeg 10 | Heavy peated Scotch | 46% | 10 years | $55-70 |
| Springbank 10 | Coastal peated Scotch | 46% | 10 years | $70-85 |
The Verdict
Yoichi Single Malt NAS is not the best value in peated whisky if your only criterion is price-to-quality ratio. Scottish alternatives offer comparable or superior quality with age statements at lower prices. That is an unavoidable reality.
However, Yoichi offers something that none of those Scottish whiskies can replicate: a coal-fired, Hokkaido-coastal, Japanese single malt character that is genuinely unique in the world. If you value distinctiveness and want to explore beyond Scotland, Yoichi justifies its price as a whisky that stands alone in its category. It is not overpriced for what it is — it is priced at a premium for what it uniquely offers.
My recommendation: buy one bottle. Taste it neat, taste it with water, make a highball. If the coastal peat, the toffee-coffee depth, and the woven fruit complexity speak to you, it is worth the $90. If you prefer heavier peat or explicit age statements, the Scottish alternatives will serve you better for less.
Caution
Yoichi Single Malt has become increasingly difficult to find at retail in some markets due to ongoing Japanese whisky supply constraints. If you see it priced significantly above $90 — particularly above $120-130 — you are likely paying a secondary market or scarcity premium rather than the intended retail price. At inflated prices, the value proposition weakens considerably. Be patient, shop around, and avoid overpaying. Availability fluctuates, and restocks do happen.The Role of Cask Selection and Mizunara Oak
While the standard Yoichi NAS relies on American oak and sherry casks, it is worth understanding the broader role of cask experimentation at the Yoichi distillery — particularly Nikka’s use of mizunara oak, the rare Japanese oak species that has become one of the most coveted cask types in global whisky.
Mizunara oak (Quercus crispula) is native to Hokkaido and northern Honshu. It is extremely difficult to work with — the wood is porous, prone to leaking, and requires decades of air-drying before it can be coopered into casks. But when whisky is aged in mizunara, it develops extraordinary flavors: sandalwood, incense, coconut, and an exotic spiciness that no other oak species produces.
Nikka has experimented with mizunara casks at Yoichi, though these expressions are rare and typically reserved for limited releases or older vintage bottlings. The standard NAS expression does not contain mizunara-aged whisky, but the distillery’s ongoing exploration of Japanese oak reflects Taketsuru’s original vision — using Japan’s natural resources, not merely imitating Scotland’s.
Food Pairing Guide
Yoichi’s combination of gentle peat, maritime salinity, citrus brightness, and toffee depth makes it an unexpectedly versatile food companion. The key is to match the whisky’s weight — it is medium-bodied, not heavy — and to complement rather than fight the smoke.
| Food | Why It Works | Serving Style |
|---|---|---|
| Grilled salmon | Smoke meets smoke; the citrus in Yoichi cuts through the fish oil | Neat or with water |
| Aged cheddar or gouda | Toffee and caramel notes in the cheese mirror the whisky’s sweet side | Neat |
| Yakitori (salt-seasoned) | Charcoal-grilled chicken echoes the coal-fired character; salt amplifies the maritime notes | Highball |
| Dark chocolate (70%+) | Coffee and roasted oak in Yoichi harmonize with cacao bitterness | Neat |
| Smoked mackerel or eel | Oily, smoky fish with a peated whisky is a classic pairing principle | Neat or on the rocks |
| Tempura (light batter) | The highball format cleanses the palate between bites; crisp, refreshing contrast | Highball |
Frequently Asked Questions
What does Yoichi taste like compared to Scotch whisky?
Yoichi shares some DNA with coastal Highland or Island Scotch — think Talisker or Highland Park — but with key differences. The peat is gentler and more integrated, the fruit notes (tropical, cantaloupe) are more prominent, and there is a toffee-coffee depth from the coal-fired stills that you rarely find in steam-heated Scottish production. The overall impression is of a peated whisky with more finesse and more fruit than most Scottish equivalents at similar peat levels.
Is Yoichi heavily peated?
No. Yoichi’s peat is moderate and subtle — closer to a gentle campfire than the heavy medicinal peat of Islay whiskies like Laphroaig or Ardbeg. If you find Islay whiskies too intense, Yoichi’s lighter peat may be exactly what you are looking for. The smoke is present but never dominates — it serves as a background note that adds complexity without overwhelming the fruit and sweetness.
What does NAS mean on Yoichi Single Malt?
NAS stands for No Age Statement. It means the whisky is a blend of casks of various ages, and Nikka does not disclose the youngest component. NAS whiskies are sometimes viewed skeptically because they can contain very young spirit, but in the case of Yoichi, the quality and complexity of the finished product suggest a thoughtfully composed vatting. The 45% ABV and the depth of flavor indicate this is not a whisky that relies on young, immature stock.
How does Yoichi compare to Nikka From The Barrel?
Nikka From The Barrel is a blended whisky (malt and grain from both Yoichi and Miyagikyo) bottled at 51.4% ABV. It is richer, more intense, and more overtly powerful than Yoichi Single Malt. Yoichi is more refined and focused — you taste a single distillery’s character rather than a blend. From The Barrel is arguably the better value at $55-70, but Yoichi offers a purer, more distinctive experience. They complement each other rather than competing.
Can I use Yoichi in cocktails?
Yes, but use it thoughtfully. Yoichi’s coastal peat and citrus character make it exceptional in a Japanese highball and interesting in a Penicillin cocktail. For classic cocktails like an Old Fashioned, Yoichi works but its subtlety may be lost under bitters and sugar — a bolder whisky might be more appropriate. The highball remains the best cocktail application for Yoichi by a significant margin.
Where can I buy Yoichi Single Malt?
Yoichi is available at well-stocked liquor stores, Japanese specialty retailers, and online spirits retailers. Availability varies by region and is subject to supply fluctuations. In the United States, major retailers and online platforms carry it, though stock can be inconsistent. The official Nikka website (nikka.com/eng) provides information about international availability.
The Bottom Line
Yoichi Single Malt is the whisky that Masataka Taketsuru spent his life building toward — a Japanese single malt rooted in Scottish tradition but shaped by Hokkaido’s coast, coal-fired stills, and decades of Japanese blending craft. It is not the cheapest peated whisky you can buy, and the NAS format requires a measure of trust that an age-stated bottle would not. But what Yoichi delivers is something that no amount of money can buy from Scotland: a genuinely unique single malt that belongs to no category but its own.
The gentle peat, the maritime salinity, the tropical fruit woven through coffee and toffee, the long finish that echoes with roasted oak and clove — this is a whisky that rewards attention and repays every dollar of its price with character. Buy a bottle. Pour it neat. Give it time. And understand that when you drink Yoichi, you are tasting the vision of a man who traveled from Hiroshima to Scotland in 1918, fell in love with whisky and a Scottish woman, and spent the rest of his life creating something that honored both countries without imitating either one.
That is what makes Yoichi worth drinking. Not the price. Not the awards. The story in the glass.