Originally published on metropolis.co.jp on August 2010

Suntory’s beer division had been in the red for 45 years when the company decided to release a brew that was more expensive than anything else in the conbini chiller cabinet. Even more surprising was that people actually bought it. So business journalist Osamu Katayama probably isn’t alone in asking, as he does in the title of his new book, Why Does The Premium Malts Sell So Well? The answers can be found in a variety of places, ranging from the sheer, bloody minded determination of the company’s employees, to the choice of rock legend Eikichi Yazawa to front the advertising campaign. Katayama’s account is already being touted as an essential read for businesspeople in need of a motivational pick-me-up. They might do well to crack open a can of “The Premium” while they’re at it.

¥1,575, 256pp. Available from bookstores throughout the city.