CHILL GREEN Brings Spice and Citrus to a New Generation
Hamada Shuzo’s new barley shochu, “CHILL GREEN spicy & citrus flavor,” launched in February 2023, is an ambitious product designed to refresh the image of shochu. By incorporating the spice Maqaw, this shochu achieves a citrusy aroma and a spicy taste reminiscent of sansho pepper. It specifically targets entry-level and younger consumers who may have a negative perception of shochu, with its affordable price point being one of its appealing features.
Hamada Shuzo aimed to create a product that would appeal even to those who find the strong flavor of traditional shochu off-putting. As a result, “CHILL GREEN,” with its fresh aroma and sharp, spicy taste, has emerged as a product that is easily accepted by shochu novices and those who typically don’t drink shochu. Additionally, the bottle design is stylish, resembling a wine bottle, making it easy to pick up in stores and aesthetically pleasing as a piece of interior decor.
The development of “CHILL GREEN” saw active participation from young developers, whose perspectives and passion were the driving forces behind creating a new form of shochu. Its success is evident as it sold out its initial annual production quota within approximately two months of its launch. The product has garnered support especially from younger consumers and women who are not traditionally familiar with shochu, indicating its potential to open new markets.
Hamada Shuzo has implemented a thorough community-focused marketing strategy in Japan and is also investing heavily in online promotional activities. For example, they have organized online drinking parties to facilitate direct communication with consumers, enhancing understanding and affinity for the product. Through such activities, “CHILL GREEN” is widely communicated, proposing new ways to enjoy shochu to a broad audience.
Moving forward, “CHILL GREEN” plans to strengthen its communication strategies both online and offline. With the easing of COVID-19 restrictions, the resumption of real-world events is also being considered, aiming to propose new ways for even more people to enjoy shochu.
“CHILL GREEN” is a result of the innovative ideas of young developers combined with the tradition and technology of Hamada Shuzo. Amidst a shrinking shochu market, this product successfully appeals to new target demographics, refreshing the image of shochu. I look forward to the continued growth of “CHILL GREEN” and its contribution to revitalizing the shochu market. (Mr. Bacchus)
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