How Aromatic Shochu are Changing the Game
Shochu is starting a new boom. Aromatic shochu is attracting particular attention among young people and women. Shochu with fruity aromas such as banana, lychee, and melon have been introduced one after another, renewing the image of shochu as a traditional spirit.
Different from sake and wine, shochu can be enjoyed in a variety of drinking styles. The recent trend of mixing shochu with soda is gaining popularity as a new way to enjoy shochu. At Japanese izakaya (Japanese-style pubs), customers who are not used to drinking shochu say that the soda mix is very popular with them. The soda mix enhances the variety of shochu flavors and provides the enjoyment of choice with the introduction of new flavored shochu. According to National Tax Agency data, domestic sales of authentic shochu and awamori are on the decline, but aromatic shochu has bucked this trend, with a record 14 products released in 2023. These products make full use of unique technologies, including the ingenious use of yeast to produce the aroma. Of course, these aromatic shochu are also in the authentic shochu category.
As the name suggests, aromatic shochu is characterized by the scent of fruits and flowers, offering a new way to enjoy shochu. In particular, Hamada Shuzo’s Daiyame has a lychee-like aroma and is best enjoyed with soda. This new way of drinking shochu is ideal for first-time shochu experience and has gained many new fans. The company has further expanded its product lineup with CHILL GREEN, a barley shochu made with Taiwanese Maqaw, a spice similar to Sansyo pepper. Also, Kokubu Shuzo’s “flamingo orange” and “Yasuda” feature orangey citrus aromas and lychee, and although they are potato shochu, their aromas will surprise you.
The standard shochu drink up to now has been on the rocks, with water, or with hot water, but aromatic shochu can be enjoyed in a new way by mixing it with soda. If you have been avoiding shochu so far, why not take this opportunity to try aromatic shochu? Enjoy the new aromas and flavors and find your own favorite tipple.
Taste the full appeal of aromatic shochu and discover a new world of shochu! A new experience awaits you at your dining. (Mr. Bacchus)
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