Excellence in Shochu Since 1916

For 11 consecutive years, Japan has seen consistent growth in food and beverage-related exports. By 2023, those exports reached ¥1.45 trillion. A key driver of this growth has been Japanese alcoholic beverages, whose export value rose from ¥20 billion in 2013 to over ¥115 billion in 2023. From your company’s perspective, what factors do you believe account for this significant increase in Japanese alcohol exports? Why is now the moment for Japanese beverages to shine on the international stage?

Since Japanese cuisine received UNESCO recognition in 2013, it has gained widespread global recognition. As Japanese food has expanded internationally, so too has the popularity of traditional alcoholic beverages such as sake and shochu. What sets Japanese cuisine apart is its umami flavors, and also healthy as it is low in salt and fat. These qualities have helped drive overall food and beverage exports to ¥1.45 trillion, with the latest figures showing alcoholic beverages contributing ¥130 billion.

However, shochu currently represents only about 1% of those exports—the majority being made up of sake, rice-based drinks, and Japanese whisky. That’s why we believe it's crucial to focus on increasing shochu’s presence in international markets.

Honkaku shochu

One of the major challenges Japan faces today is its population crisis. Not only does the country have the oldest population in the world, but it is also experiencing a rapid decline due to low birth rates. This has led to a range of issues, including a shrinking domestic consumer base. In your case, your company has successfully promoted shochu consumption among older generations. More recently, with the support of new flavor profiles and a bolder marketing approach, you're also reaching out to younger consumers. Could you tell us more about how your company is responding to these demographic shifts? How are you working to raise awareness and appreciation of shochu across different generations?

We see the Japanese market as saturated, with numerous shochu offerings, including our own. While our company is recognized as a leading shochu producer in Japan, we consider it a privilege to help shape the direction of the domestic market. Our slogan for this year is “Go Overseas,” reflecting our commitment to expanding into new markets, particularly in the United States and across Asia. We believe that once we establish a foothold, we can drive trends abroad just as we did in Japan—effectively creating a new boom in international markets.

In December 2024, shochu was recognized by UNESCO as an Intangible Cultural Heritage, providing us with strong momentum to promote our products globally. If we take Japanese cuisine as an example, following its UNESCO recognition, the number of Japanese restaurants worldwide tripled within just 10 years. That trajectory suggests significant growth potential for shochu as well, and we anticipate rising international demand.

What makes shochu unique is its versatility without being too

assertive. Shochu complements not only Japanese cuisine but variety of cuisine seamlessly. For instance, sweet potato shochu offers a gentle sweetness without overpowering the flavors of a meal. In my view, shochu is the ideal pairing for Japanese food, which is why we see tremendous growth opportunities ahead.

Recently, we launched a new brand—Kirishima Melt Barley—with an alcohol content of 35%, specifically developed for overseas markets. We wanted to expand our range—maintaining our traditional shochu, while also introducing a higher-proof option to cater to hard liquor segments such as bars. Which is why we created a product aged for 21 years, delivering a distinctive and refined drinking experience from Japan.

In 2024, Japan welcomed a record 36.8 million inbound tourists, with that number expected to rise to 40 million in 2025. Many of these visitors are taking advantage of the weak yen to purchase products unique to Japan—shochu being one of them. You’ve also mentioned today that your company is increasingly focusing on developing products for overseas markets. What strategies are you implementing to capture the attention of inbound tourists while continuing to build your global presence?

Since the end of the lockdown, the number of inbound tourists visiting Japan in 2024 has reached a record high. This surge has also brought a significant influx of visitors to the Miyazaki area. For these tourists, we offer immersive experiences where they can learn how shochu is made, including tours of our shochu lees recycle plant and free spring water fountain. These experiences have proven popular with both domestic and international visitors, particularly from Asia and Western countries. Our goal is to be recognized as the epicenter of shochu—a destination where people can truly understand and appreciate the craft of shochu brewing.

We give visitors the opportunity to experience our full range of products, from our mainstream brands to our more niche, high-end KIRISHIMA MELT, the barrel aging varieties. Through our “Kirishima Factory Garden”, we aim to share our story and promote our products more broadly. Additionally, we are working with a city-led tourism initiative that allows visitors to explore each five breweries in the Miyakonojo City area.

You mentioned your biomass plant, which we found particularly interesting. Your company repurposes sweet potato offcuts and shochu lees, fermenting them to produce biogas that powers your factory and even supports company’s EV charging stations. We also saw that you recently established a partnership with Starbucks Coffee Japan, Ltd. to supply power for use in their stores. Could you tell us more about how you plan to leverage this biogas initiative, and how it’s helping your business grow in new and innovative ways?

We are taking a proactive approach to becoming more environmentally friendly. Because we rely on natural ingredients, we have a deep appreciation for nature. In fact, we've set a target to achieve complete carbon neutrality by 2030—20 years ahead of the Japanese government’s national goal of 2050.

Our strategy centers on creating sustainable cycles within our production processes. Each year, we use around 100,000 tonnes of sweet potatoes and 20,000 tonnes of rice to produce shochu, making us one of the largest consumer of domestically produced sweet potatoes and rice in Japan. After fermentation, the leftover residue from these ingredients is repurposed. We take the fibers and remaining matter, subject them to an additional fermentation process, and produce methane biogas. This biogas powers our factory and, as you mentioned, is also used in our company’s EV charging stations. In addition, in the event of a disaster, it can serve as a electricity source for the local.

We are certified under FSSC 22000, a globally recognized food safety certification that builds on the ISO 22000 standard and ensures rigorous safety practices throughout the food and beverage supply chain. Beyond our operations, we collaborate with forest owner’s co-operative associations to support forestry initiatives and advance the Sustainable Development Goals (SDGs). Through these combined efforts, we aim to be recognized as a truly environmentally responsible company.

Four years ago, we launched our new environmental concept for sustainable shochu production called “Kirishima Satsumaimo Cycle ~Turning Sweet Potatoes into Energy~,” clearly stating our goal to reach carbon neutrality by 2030. It was also at this time that we formally introduced our action plan “Kirishima Environmental Actions 2030. ”

Your company has played a leading role in promoting sweet potato-based shochu. While it has traditionally been consumed in Kyushu, your efforts have helped expand its popularity to the Kanto region and beyond. Sweet potato shochu offers a distinctive flavor profile compared to rice or barley varieties—typically smoothert. What do you think makes sweet potato shochu so unique? And could you tell us more about some of the production methods your company has pioneered?

Sweet potato shochu has its roots in koji fermentation culture of Southeast Asia, distillation technique from middle east, and sweet potato fist landed on Okinawa, then Kagoshima. These met in Kyushu, Japan around 500 years ago, which is why Kyushu became the heartland of shochu consumption. Various ingredients are used in shochu production—rice, sweet potato, and barley among them.

It’s difficult to put into words, but the appeal of sweet potato shochu lies in its distinctive gentleness. Compared to rice-based shochu, which tends to have a stronger, sharper taste, and barley-based shochu, which is more refined, sweet potato shochu offers a soft, aromatic profile with a deep, rich body. It’s a unique combination—flavorful yet smooth—and that gentleness has been a key factor in its growing popularity.

Southern Kyushu is also particularly well-suited for sweet potato production, thanks to its ideal rainfall levels and well-drained land. On the other hand, the warm climate made it unsuitable for brewing sake. In this ideal location for making sweet potato shochu, we were one of the first to modernize our factory. Our blending techniques, refined in pursuit of high-quality shochu, are one of our strengths.

Earlier, you mentioned that the domestic market is saturated, which has prompted your expansion overseas. With the launch of Kirishima Melt Barley, we understand you formed several partnerships to conduct market research. This comes in addition to your collaboration with Starbucks Coffee Japan, Ltd. on a new facility in harmony with local people and environment. Looking ahead, are you interested in pursuing further partnerships or collaborations with overseas companies to support distribution or sales? If so, what types of partnerships are you seeking, and which markets are you currently targeting?

Yes, we are actively seeking overseas partners. While we already have importers and distributors in certain countries, we’re always exploring new opportunities to expand our reach. Domestically, we’re also continuing to build partnerships—for example, we’re currently working with Starbucks Coffee Japan, Ltd. to launch a new facility combine a café, shop and a botanical garden where hot wastewater from distillation is effectively utilized. We hope that the facility become a place for people to interact and relax.

Currently, your products are distributed in around 25 countries, and you've already mentioned developing offerings specifically for international markets. In 2019, you also established a dedicated overseas business division within your company. How successful has that division been so far? And looking ahead, are there any particular international markets you're targeting next for expansion?

Our key overseas targets are the United States, China, and countries across Southeast Asia. We already have distributors and importers in 25 countries, and we are continually participating in exhibitions and visiting local restaurants, etc. There is still room for growth compared to the domestic market, but we're aiming to strengthen our global presence by expanding into additional markets as well.

Beyond sustainability goals, can you give us a prediction of the state of Kirishima Shuzo in 2030?   

Our goal for 2030 and beyond is to build long-term sustainability within and beyond our company. We want to establish ourselves as a strongly branded, sustainable business and communicate that identity to the world. Take Apple, for example—they’ve cultivated a dedicated fanbase that feels a sense of excitement every time they see the logo. In a similar way, we want the Kirishima brand to evoke emotion. We want people to feel that same sense of excitement when they see or drink our products.

In Japan, we’ve achieved strong recognition, selling nearly ¥1 trillion worth of Kirishima shochu over the past 20 years, which has made us a market leader. I believe many of people in Japan are familiar with our company and brand. Now, we aim to replicate that recognition globally. Just as Coca-Cola is instantly distinguishable brands, or how KFC comes to mind when people think of fried chicken, we want Kirishima to be the brand that people associate immediately with shochu.

Strengthening our brand and deepening consumer loyalty are key priorities. In fact, brand loyalty is one of the most valuable intangible assets we have for the Kirishima name. Each alcoholic beverage reflects the unique taste and culture of its region. Think of Château Lafite Rothschild for Bordeaux, or Jack Daniel’s for Tennessee whiskey. Even outside of alcohol, iconic American brands like KFC, Harley-Davidson, Budweiser, and Levi’s proudly display the American flag pattern on their products. In the same spirit, shochu is Japan’s national spirit, and we want to position ourselves as the definitive Japanese brand—a drink that pairs perfectly with Japanese cuisine.

Shochu culture in Japan is deeply unique, and it’s important that we clearly communicate that rich heritage when promoting our products. We’re not just offering a beverage—we’re also sharing and educating consumers about the deep, storied culture behind shochu itself.

When we spoke with sake makers, many described sake as a substitute for wine, given the similar alcohol content. Shochu, on the other hand, has a lower alcohol content than bourbons and whiskeys, yet is significantly stronger than wine. Are you positioning shochu as a distinct category in its own right, or as a comparative substitute for Western liquors?

It’s difficult to position shochu directly alongside other beverages because it’s fundamentally different. In terms of alcohol content, it falls between wine and whiskey—lower than bourbon or whiskey, but stronger than wine. Rather than positioning ourselves as a substitute, we aim to define shochu as something entirely unique.

We often look to brands like Jack Daniel’s as an example. They operate only two specific distilleries in Tennessee and have built a strong identity rooted in history and storytelling. Jack Daniel’s evokes a sense of nostalgia among its drinkers, which has helped create a loyal fanbase. In a similar way, we want the Kirishima brand to be recognized as a one-of-a-kind experience—something distinctive and memorable.

For more information, please visit their website at: https://www.kirishima-global.com/co/en/