The advertisement "dear difference" for Nikka Whisky Co., Ltd.'s (Head Office: Tokyo, President: Naoto Ono) "Taketsuru Pure Malt" brand has won a total of three awards at the Cannes Lions International Festival of Creativity, including a Gold Lion in the Industry Craft category. "dear difference" is an advertisement that expresses the appeal of Nikka Whisky's flagship brand, "Taketsuru Pure Malt," and the philosophy that Nikka Whisky founder Masataka Taketsuru poured into his whisky making. Through a tabloid newspaper advertisement and a limited-time bar, "The TAKETSURU experience," it conveyed Masataka Taketsuru's philosophy that "new value is born when different values meet and blend." The advertisement's diverse expressions, which focused on craftsmanship, such as visuals inspired by hand-drawn dots and original courses at "The TAKETSURU experience" that paired "Taketsuru Pure Malt" with cuisine, were highly praised, leading to the Gold Lion award in the Industry Craft category. This marks the second consecutive year Nikka Whisky has received this award, and it is the first time in the world to win a Gold Lion for two consecutive years since the Industry Craft category was established as an independent division in 2018. "Taketsuru Pure Malt" is a brand named after Masataka Taketsuru, launched in 2000. It achieves a delicate drinking experience by harmonizing malt distillates with different characteristics, including Yoichi malt and Miyagikyo malt aged in sherry casks, and Miyagikyo malt aged in re-made casks, through Nikka Whisky's cultivated blending techniques. "The TAKETSURU experience" was held in Tokyo in 2025 as a limited-time bar where visitors could experience the appeal of "Taketsuru Pure Malt" and the philosophy Masataka Taketsuru put into his whisky making. It proposed a world of "Taketsuru Pure Malt" that could be enjoyed with all five senses through original courses and cocktails pairing "Taketsuru Pure Malt" with cuisine, as well as an exhibition of