A Comparative Study of Tour Service at Japanese Craft Whisky Distilleries

A Multi-Case Study on Pricing and Standardization

Abstract

This study analyzes the design and operational decision-making of distillery tour services at resource-constrained restarted and newly established craft whiskey distilleries in Japan. A multi-case study was conducted across five distilleries, examining two perspectives: tour pricing and the standardization versus personalization of tour content. The analysis revealed that craft whisky distilleries, operating under limited managerial resources, adjust tour content and delivery methods by combining pricing strategies with choices between standardization and personalization. Pricing serves as a means to organize visitor engagement levels and expectations, while the choice between standardization and personalization emerged as a key factor in balancing the experiential content with resource allocation. This study characterizes the features of tour service design at small-scale distilleries by framing distillery tours not merely as tourist activities, but from the perspective of service design and operation on the distillery side. [Translated with DeepL.com (free version)]