How Hamada Syuzou blends 150 years of heritage with cutting-edge "koujuku" technology to craft the perfect evening refresher.
I’d like to begin the conversation with washoku, traditional Japanese cuisine. As the global popularity of washoku continues to rise, it’s only natural that traditional Japanese beverages and spirits—particularly those that complement this cuisine—are also drawing attention. Shochu, in particular, is a strong candidate for international recognition. It is deeply rooted in Japanese culture and is crafted to harmonize beautifully with food, enhancing the umami flavors central to washoku. However, despite its quality and cultural significance, shochu remains relatively under-recognized outside of Japan. In fact, it currently represents only about 1% of Japan’s total alcohol exports by value, especially when compared to Japanese whisky or sake, which together account for around 70%. So the challenge lies in increasing awareness and appreciation for this uniquely Japanese spirit. How is your company working to overcome that challenge and promote shochu to a global audience?
Our mission is to share the appeal of authentic, unique Japanese shochu—known as honkaku shochu—with the world. Our vision for the future is one in which shochu becomes a part of everyday life for people globally. We want it to be a daily companion, much like wine or beer is in other cultures. And for those who visit Japan and discover shochu while they’re here, our hope is that they’ll fall in love with it and take it back home with them. That act of bringing it home becomes a powerful form of trust in the product.
We believe that several initiatives are necessary for shochu to gain international recognition and acclaim like other Japanese alcoholic beverages such as whiskey and sake.
1. Product Development for Overseas Markets: We realized that it was necessary to develop products that matched the tastes and needs of local overseas markets, rather than just those tailored to the Japanese market. We incorporated the opinions of bartenders and mixologists and worked on product development with the bar market in mind, bringing us closer to local consumers in each country. Examples of this include "DAIYAME40" and "Satsuma Gin," which were released exclusively for export.
2. Local experiential promotions: We are strengthening our proposals to actual retailers and restaurants, in addition to exhibitions and business meetings where industry professionals gather.
3. Exhibiting at international competitions and exhibitions: We have gained recognition and acclaim at international breeding competitions, which we use to build connections with local communities.
4. Communicating Cultural Value: When foreigners and tourists in Japan visit the breweries that actually make the products, the stories they share are passed on to others when they return to their home countries, helping to expand brand awareness.
I understand that your products are deeply rooted in the regional traditions of Kagoshima. Could you tell us more about how regional identity and ingredients factor into your product development?
In Kagoshima, shochu is made from three primary ingredients: sweet potatoes, barley, and rice. The diversity in raw materials allows for a wide range of flavor profiles, which has helped the local market expand. We’ve been creating products that not only cater to different palates, but also reflect the local culture and identity of Kagoshima. Located at the southern tip of Kyushu, the prefecture is home to two peninsulas, the Satsuma Peninsula and the Osumi Peninsula, as well as many remote islands. The prefecture's temperate to subtropical climate, with an average temperature of approximately 19°C, provides ideal conditions for the production of high-quality agricultural products. The entire prefecture is also covered in volcanic ash deposits, with approximately half of the land covered in volcanic ash being a shirasu plateau, which acts as a natural filtration system and produces crystal-clear water. Satsuma shochu, along with Scotch whiskey and Bordeaux wine, has been designated a designated region of origin by the WTO. Honkaku shochu is a distilled spirit unique to Japan with a 500-year history. It is a traditional distilled spirit made in a pot still using ingredients such as sweet potato, rice, barley, and brown sugar, which determine the flavor, along with yeast and koji mold, the microorganisms essential for fermentation.
One example is our product DAIYAME, which was developed with a focus on the distinct taste preferences of our customers and rooted in the Kagoshima spirit. We’ve used specific ingredients such as sweet potatoes and black koji to deliver a flavor that’s both unique and grounded in regional heritage. By using different raw materials, we’re able to introduce people to new and distinctive flavor profiles that can only be found in real shochu.
Can you elaborate on the role of koji in shochu production? I understand that DAIYAME uses black koji, which is more common in Okinawa.
Absolutely. In Japan, there are three main types of koji used in fermentation: black, white, and yellow. In sake production, yellow koji is most commonly used, but in authentic shochu, we often work with black and white koji. Each type brings a different character to the final product. For example, black koji—which is known for producing rich, deep flavors and high levels of citric acid—originated in Okinawa and is excellent for enhancing umami. At Hamada Syuzou, we use all three types of koji, depending on the profile we want to achieve. This gives us a great deal of flexibility and creativity in crafting shochu to match varying tastes.
That fermentation culture seems to be a defining feature of Japanese craftsmanship. Could you speak to how fermentation plays a role not just in food, but in the broader cultural heritage of Japan?
Fermentation is absolutely central to Japanese culinary culture. It’s not just a technique; it’s a tradition that reflects our respect for natural processes and our attention to detail. This philosophy is embedded in toji culture—toji being the master brewers who craft these beverages. In fact, the techniques of the toji were registered as UNESCO Intangible Cultural Heritage in December of last year. That recognition is a great honor for our industry and a significant opportunity to elevate the global image of honkaku shochu. It affirms the value of the craftsmanship that goes into every bottle.
Traditionally, shochu is consumed with meals. But in international markets, alcoholic beverages are often consumed in cocktails. How are you adapting to these different consumption styles?
You’re absolutely right—drinking culture overseas is very different. In Japan, shochu is enjoyed primarily during meals. But internationally, people are often introduced to spirits through cocktails. That’s why we’ve begun promoting shochu as a cocktail base. We’re actively experimenting with this approach in overseas markets. Our goal is to position shochu as a premium base spirit that can stand alongside vodka or gin in high-end cocktails. This includes introducing shochu in top-tier bars, luxury hotels, and mixology venues around the world—places where consumer perceptions are shaped and where market trends often begin.
Which specific regions or cities are you currently focusing on in your international expansion? And who do you see as your key target consumers?
There are two major challenges we face in Japan: a shrinking population and an aging consumer base. Over the next five years, the number of people who traditionally consume alcohol will decline significantly. That’s why we’re focusing on reaching the next generation of consumers, particularly young people and women—many of whom haven’t had much exposure to shochu. In addition to the Asian region, which has a large shipping volume, we are focusing on, and in the future we would like to further expand into the United States and European countries.
One of our initiatives is CHILL GREEN, a modern product crafted to appeal to this demographic. We’re experimenting with new ingredients and flavor profiles to better understand what resonates with them. At the same time, we’re mindful of changing attitudes toward health and alcohol consumption. The future of our product lies in offering both high quality and a sense of personal enjoyment—whether it’s relaxing alone at home or enjoying a casual drink with friends outdoors.
Shochu offers remarkable diversity in flavor due to its wide range of base ingredients—beyond just grains and grapes. Can you explain why this matters for your international positioning?
Shochu is indeed unique in that regard. While beer, wine, and whisky are generally made from a limited range of ingredients—barley, grapes, wheat—authentic shochu can be made from 49 different raw materials, including sweet potatoes, barley, rice, chestnuts, and even brown sugar. This variety allows us to create a wide spectrum of flavor profiles, which in turn gives consumers a broader palette of taste experiences. That’s a major strength when it comes to expanding into international markets. We can tailor our offerings to local tastes while still expressing the soul of Japanese craftsmanship.
You’ve mentioned international outreach and partnership building. Which areas are you targeting most actively?
The U.S. is a key focus for us—particularly cities like New York and those on the West Coast. These regions have diverse populations and vibrant food cultures, which make them ideal environments for introducing something new. In addition to North America, we’re exploring Southeast Asia, where there’s growing interest in Japanese food and drink. Ultimately, our goal is to find local partners who can understand and communicate the value of shochu in their markets. We’ve been visiting as many countries as possible to establish these relationships.
What are some of the common misconceptions you encounter when introducing shochu abroad?
One frequent misunderstanding is that shochu is similar to soju, vodka, or even a type of wine. In many cases, people initially think it’s a light vodka or a sake variation. That’s why we often present shochu as a clean, versatile spirit that can serve as a base for cocktails like the Moscow Mule or the Martini—two styles that resonate with international consumers. Some advisors have even suggested that we lead with the product name, like Daiyame, rather than the category shochu. Just as the brand Dassai became internationally recognizable as a premium sake without necessarily relying on the category name, we believe Daiyame can carry that kind of impact in the spirits world.
Let’s talk more about your company’s vision. What values or guiding principles shape your leadership?
Our company has been rooted in Kagoshima since 1868. That long history carries a deep sense of responsibility and tradition, which we aim to honor while also embracing innovation. We have two symbolic distilleries: Denbee-gura, representing tradition, and Denzouin-gura, representing innovation. My vision is to carry both forward. I want to create products that are grounded in Japanese culture but tailored to local markets abroad—whether that’s in flavor, design, or drinking style.
You’ve touched on innovation. How are you addressing the challenge of passing on traditional brewing techniques to the next generation, especially with Japan’s shrinking labor force?
Traditionally, brewing relied heavily on the intuition and experience of toji—master artisans who often worked only seasonally. Much of their knowledge wasn’t documented, but based on personal expertise. We were among the first in Japan to start converting that intuitive, experience-based process into a quantifiable system. Since 2000, we’ve been digitizing the brewing process—tracking fermentation temperatures, yeast activity, humidity, and other environmental factors. This allows us to preserve the essence of traditional craftsmanship while making it accessible to younger generations through digital tools and structured training. Now, every member of our team understands the full brewing process—not just one master. It’s a shared responsibility and a democratization of the toji tradition, empowered by data and technology.
That’s fascinating. Speaking of modern approaches, you recently launched Chill Green, a barley-based shochu aimed at younger consumers. How has it been received?
The response has been very positive. Many people told us they didn’t even realize shochu could taste like that. Chill Green has a botanical profile with notes that appeal to those more familiar with gin or craft cocktails. It’s a refreshing, modern take on shochu designed to be enjoyed chilled and in casual, relaxed settings—whether at home, camping, or out with friends. Younger consumers have responded with enthusiasm, saying, “This feels like my drink.” That’s exactly the kind of connection we wanted to create.
Let’s turn to Daiyame and Daiyame 40. Daiyame, which means “a relaxing drink after a long day” in Kagoshima dialect, is your flagship product. What was the thinking behind launching the 40% ABV version in 2021?
Daiyame 25% was originally developed for the Japanese market, but we soon realized its potential overseas. Bartenders and mixologists from abroad who visited Japan loved it and told us it had great potential as a cocktail base. That feedback inspired us to develop Daiyame 40, which has a higher alcohol content (80 proof) suitable for global cocktail culture. It retains the same aromatic profile—especially that elegant lychee-like aroma—while giving professionals more versatility behind the bar. It was designed from the start for the export market.
Finally, now that you’ve stepped into the role of President, what is your personal vision for the future? What do you hope to accomplish before passing the baton to the next generation?
I want to be a president who never stops challenging conventions. Someone who always strives to do more. My goal is to ensure that honkaku shochu, which began as a local spirit from Kagoshima, becomes a globally recognized and appreciated drink.
By balancing tradition with innovation, and by listening to the needs of people in different markets, I want to lay the foundation for the future of shochu—not just in Japan, but around the world. I see this as a lifelong journey, and I’m committed to walking that path with passion and purpose.
For more information, visit their website at: https://www.hamadasyuzou.co.jp/en/
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