Why I'm Taking this Class

I'm taking this class for my passion towards wine and alcohol, both from a consumer perspective and a business perspective. From a consumer perspective, I am a big fan of alcohol, especially wine, beer, rum, and whisky. I would like to know more about the products and industry. From a business perspective, I am concerned about supply/demand/pricing. This stems from my (painful) experience with Japanese whisky. I am a BIG fan of Japanese whisky, especially Hibiki. I remember buying a bottle as a Father's day gift (so that I can enjoy with him too) for less than $40 in Tokyo in 2015. Now, the price has soared up to over $100 a bottle, and even for that price it is extremely difficult to purchase in Japan; it is easier to procure abroad. I haven't been able to purchase it till today, and I am frustrated towards the fact that Suntory (the company), according to what I heard, will only always produce less than the demand because of market uncertainty. Why wouldn't they produce more when there is so much demand? I hope to figure out some of the economics behind alcohol marketing. Finally, my aunt and uncle run a small wine import store in Tokyo (mainly French wine), so I will reach out to them to hear a little about how they run their business (Attached a photo of me and my grandma at their wine shop, 10 years ago).