For businesses from banks to high-end stereo makers, the expected mass retirement of the baby boomer generation beginning next year represents the birth of a huge consumer base with relatively deep pockets and a lot of free time.
Born in the immediate aftermath of World War II and generally perceived to be more curious and entertainment-minded than their predecessors, they symbolize both the good and bad days of postwar Japan -- from miraculous growth to the hangover following the burst of the bubble economy.
Suntory Ltd. hopes that renewing a whiskey brand that had long been a subject of adoration for baby boomers will help rekindle general interest in the drink.