Sanwa Shurui blends ancient koji technique, pure barley shochu, and daring new spirits like iichiko SAITEN to stir up cocktail culture—bringing Japanese harmony known as “Wa” to glasses around the globe.
Japanese food and beverage exports have reached record highs, surpassing JPY 1.45 trillion in 2023. In response, the Japanese government has set an ambitious target of reaching JPY 5 trillion in food exports by 2030. To support this goal, it is offering increased assistance to food companies looking to expand overseas. For your company specifically, what are some of the key business opportunities this new government support and focus on the food industry are creating for bringing your products to international markets?
To be honest, the situation isn’t ideal. Everything related to alcoholic beverages is in decline at the moment, and our company is no exception. Like many others, we're facing challenges in the current domestic market. That means we need to make a significant effort to avoid being negatively affected by the overall trend.
Our first step is to promote shochu and establish it as a distinct category of alcoholic beverage, while expanding its reach. Traditionally, shochu is enjoyed in izakayas across Japan, usually served on the rocks or mixed with water. More recently, however, there’s been a trend toward drinking it with sparkling water. Shochu pairs particularly well with washoku, or Japanese cuisine, which is why it's so closely associated with izakaya culture. Introducing washu to global audiences requires different approaches.
One of our latest innovations involves mixing Japanese green tea, with our shochu brand, iichiko. Until recently, we took a very traditional approach, preserving the authenticity and original flavor of shochu. Purists often insist it should only be mixed with cold or hot water to maintain its integrity. But times have changed, and if you visit a modern izakaya in Japan today, you’ll find a variety of new ways to enjoy shochu.
These efforts are aimed at elevating the image of shochu by pairing it with premium ingredients like high-quality green teas, offering people a fresh perspective. While bartenders often appreciate the sharpness or sourness of shochu, some consumers still view it as a low-cost, lower-class option. Our goal is to change that perception by presenting shochu in a more refined, innovative way. We hope this sparks excitement among consumers who are open to experiencing shochu in an entirely new context. That’s also what I meant when I spoke about extending boundaries.
Do you think the Japanese shochu industry has traditionally been quite conservative when it comes to experimenting with new mixers and food pairings?
What we’re doing represents a new kind of approach; reaching out to new customers and client segments. Of course, we understand that many people will continue to enjoy shochu in the traditional way as time goes on. But we’re focusing on the early stages of a shift, encouraging consumers to adopt a broader perspective on how shochu can be enjoyed.
What kind of feedback have you received from customers and bartenders who have tried the new flavor profile of mixing matcha Japanese green tea with shochu?
Let me start with the feedback from regular customers. It’s mainly new bars and drinking spots that are experimenting with this approach to shochu. People naturally grow tired of the same thing over time, and we see our concept as something fresh, interesting, and eye-opening; a real game changer for shochu. Many customers have described it as a unique and intriguing idea. As I mentioned earlier, our aim is to broaden the shochu category.
Our mission is to surprise and delight with products that redefine shochu. Being a long-established company gives us the flexibility to do things others in the industry cannot. One of our most distinctive efforts is bringing in an American perspective on shochu. Mixologists in the U.S. are starting to understand and appreciate it, which is helping us build a new audience.
The feedback from bartenders has been very positive. We’ve taken part in the Bar Convent Brooklyn (BCB), a major gathering of American mixologists. If I think back to a decade ago, very few people even knew what shochu was. That has changed over time. Just two years ago, more than 70% of the bartenders we spoke with knew what shochu was and how to use it.
When it comes to wine, specific bottles are often introduced through a sommelier, who guides customers by pairing wine with food. In the shochu world, we don’t have sommeliers, so bartenders take on that role. They are the bridge between us and the end consumer.
How do you approach educating your Japanese customers about the strengths of your internationally pre-released products?
In June, marks the launch of our newly introduced iichiko brand, 「iichiko SAITEN」in Japan. The brand has only recently begun gaining acceptance in the domestic market, largely because Japan remains quite conservative and isn't always quick to embrace innovation in shochu. While I mentioned earlier the idea of pairing it with Japanese cuisine, our ambitions go far beyond that. In this regard, social media has been incredibly helpful. People around the world can now access information easily, and the strong reception that iichiko has received in the U.S. has started to attract attention in Japan as well.
Shochu competitions are being held in Japan, and iichiko has been nominated in some of them. We’re also participating in a cocktail event, which is designed to help people become familiar with iichiko as a new kind of shochu. If they enjoy it, the hope is that they’ll be inspired to seek it out at local bars and try it again.
Since 2013, we’ve had a subsidiary（iichiko USA, Inc.）helping to grow our brand in the U.S. market. I want to emphasize that our sales strategy is a bit different. Simply introducing shochu to Japanese restaurants in America isn’t enough for us. We want to go beyond that narrow framework and reshape how people think about shochu altogether. Now is the time to expand our entire operation and push those boundaries further.
In markets like the U.S., your products compete with spirits such as vodka and gin, and regionally with beverages like baijiu from China. What kind of feedback have you received from Western consumers and your partners in the U.S. and Europe? How do they perceive shochu compared to these other spirits?
I can really only speak to the American market, but I know that bartenders around the world are always on the lookout for new products and creative solutions. In the U.S., they have easy access to mezcal and tequila from nearby Mexico, and the cocktail scene is traditionally built around spirits like tequila, whiskey, and gin. That said, I don’t think this mindset is limited to America. Globally, bartenders are constantly searching for the next standout beverage to work with, and I believe shochu fits that role very well.
Which countries are you targeting for your next phase of international expansion, and what strategies do you plan to use to enter those markets?
Ideally, we're aiming to target regions that already have a strong presence of Japanese products and businesses. The first markets that come to mind are in the U.S., particularly metropolitan hubs like New York and Los Angeles. Beyond that, we’re also looking at cities like London, Paris, and Singapore, to name a few.
Earlier, you mentioned events and exhibitions as a way to showcase your products. Are you planning to participate in any overseas exhibitions to help enter those markets and introduce your offerings to potential customers?
This is a difficult decision, as distributors who are enthusiastic about Japanese food and beverages tend to fall into a specific category. Distilled spirits, in particular, require a very niche type of distributor.
One potential strategy is to leverage our established global network of bartenders. Engaging directly with bartenders and understanding their local markets could be a smart path forward. For example, we have a bartender in San Francisco who has been introducing our products in his bar. He actually took on an advisory role early in the development of the iichiko SAITEN R&D project, offering valuable insights such as which ingredients would resonate with the American market. His input was extremely helpful.
Another notable collaborator is Mr. Leo Robitschek, who runs the bar at The NoMad Hotel in the UK and also serves as its Vice President. He has been introducing iichiko to the UK market, and we invited him to the launch event in Japan, where he served a variety of exceptional cocktails.
Leveraging Mr. Robitschek’s name and reputation can generate significant traction online, helping us build awareness and interest in iichiko. This effort is part of our broader initiative called Global Activation, a project designed to map out key spirits and distillery-related events worldwide.
One such event is Tales of the Cocktail 2025, a global conference held in New Orleans. It took place in July, where we gathered distinguished bartenders and served cocktails over two consecutive days. iichiko was featured in a variety of drinks crafted by bartenders from cities like New York, Chicago, Singapore, Hong Kong, and London.
In May 2025, we also participated in the Tokyo International Bar Show, where we invited different bartenders to create original cocktails using iichiko SAITEN for attendees. A similar strategy is being applied to an upcoming event at London Cocktail Week. All of these events have helped showcase the unique qualities of our new product.
You mentioned that at some of these events, internationally recognized bartenders have created cocktails using your new iichiko shochu. What are some of the unique characteristics of iichiko that help it stand out from the competition?
Shochu is a highly competitive category, with many brands existing, and using different ingredient. Our shochu stands out by using a carefully selected combination of several distinct Fresh Shochu. Each one contributes something unique; some are used for strong rich flavor, for refine aroma .This blend of a variety of Fresh Shochu is what we believe results in the ideal product.
Our shochu is made from barley and barley koji. But「iichiko SAITEN」is crafted using only 100% barley koji. That alone sets us apart from conventional producers. In terms of distillation methods. We incorporate both atmospheric distilling and reduced-pressure distilling.
Our ability to use these advanced techniques is thanks to our strong R&D capabilities. These technologies enabled us to develop this unique product. We’ve already won several competitions in the U.S., and we hope to build the same kind of success story here in Japan.
Do you have a personal favorite cocktail made with iichiko? What would you recommend for someone who has never tried shochu before?
Using Negroni as a base and combining it with iichiko is my favorite. We are collaborating with Campari Japan to introduce Negroni cocktails using 「iichiko SAITEN」as base spirits to Japan.
Earlier, you mentioned your R&D capabilities, including your company’s own R&D institute. Could you tell us more about the institute and the value it brings to your business? Specifically, what goals have you set for your R&D efforts in the area of functional foods?
Our R&D institute, along with our overall research capabilities, was established based on the vision of the four founding families of Sanwa Shurui. From the very beginning, they shared a mutual understanding that having strong R&D capabilities would be essential to the company’s foundation and long-term success.
Over time, we came to realize that R&D should go beyond just shochu and encompass health-related products more broadly. This led us to explore how to make use of byproducts from shochu production, with a particular focus on gamma-aminobutyric acid, or GABA. Shochu production generates several byproducts, and through our research efforts, we were able to create added value by developing GABA-based health products.
GABA is derived from barley and has notable nutritional benefits. We now consider ourselves fortunate, as other companies have begun purchasing GABA from us to use as a natural ingredient in their own products.
Do you plan to continue selling GABA primarily as a B2B product, or are there plans to commercialize it under your own private brand? Additionally, are you looking to expand sales of this product to overseas markets
At the moment, the answer is no; our focus remains on B2B.Currently, our main market is domestic. However, we recognize the need to expand this business internationally, and we are actively conducting research to identify potential customers overseas.
In May 2024, your company launched the iichiko SPECIAL HIGHBALL, a canned ready-to-drink (RTD) beverage that blends your premium barley shochu, iichiko SPECIAL, with carbonated water and lemon spirits. Could you share your expectations for this product and whether you have plans to expand its availability to supermarkets and convenience stores overseas?
The idea behind this product came from asking ourselves how else we could introduce shochu to a wider audience. That led to the creation of the iichiko SPECIAL HIGHBALL, a canned beverage designed for sale in convenience stores and supermarkets. Our initial focus is on launching and establishing the product in the domestic market.
That said, exporting canned RTD products presents challenges, as they tend to lose some quality during transportation.
If we were to revisit this conversation three years from now to mark your 70th anniversary, what goals or aspirations would you hope to have achieved by that time?
Today, we’ve spoken at length about the remarkable qualities of shochu. In Japan, there’s often a clear separation between Western spirits and Japanese spirits. But I don’t want to draw that line. I want people everywhere to enjoy and experience shochu for themselves. Shochu needs to find its rightful place on the global stage, and it’s my responsibility to help make that happen.
The founding philosophy of our company was to sustain it beyond 100 years, and for nearly 70 years, we’ve been here for our customers; delivering quality shochu that they truly enjoy. That spirit of dedication is something we intend to carry forward well past the 100-year mark. Our goal is to follow in the footsteps of iconic brands, becoming the go-to name in shochu and winning the hearts of customers around the world.
For more information, please visit their website at: https://www.wa-spirits.com/
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