The Simple, Refreshing Japanese Shochu Highball
Also known as “TAKO-HAI”, or plain sour, or shochu highball, this beverage is loved by many for its simple taste. By mixing shochu with soda, a plain flavor is achieved with a reduced fruit aroma. What are the reasons for the wide popularity of this beverage? It is based on consumer preferences as evidenced through surveys at restaurants throughout Japan.
A survey conducted by the maker visiting more than 100 Izakaya restaurants found that people want a non-sweet, refreshing drink. To respond to such consumer needs, “TAKO-HAI” uses roasted barley shochu to add a subtle citrus and savory flavor that is compatible with a wide variety of meals. As a result, it is widely popular as a beverage that matches any meal without getting bored of drinking. Particularly compatible for drinking as a alcohol during meals at Izakaya (Japanese-style pubs), Yakitori (grilled chicken pubs), and Japanese-style Yakiniku (barbecue) restaurants.
The name “TAKO-HAI” is also derived from the phrase “多幸=Many happiness” which reflects the producer’s wish to make this drink, makes you feel happy. The breakthrough for this beverage was the innovative advertising strategy of ” intentionally not appealing to the tastes”. This approach has succeeded in attracting the interest of many people and making them want to try it out for themselves. Consumers have voiced many comments that the product “tastes great with any meal” and is “refreshing and easy to drink,” proving that the product does not disappoint their expectations.
The following is a list of Taco High’s characteristics
- Plain sour, i.e., a simple shochu-based flavor with soda
- The slight citrus flavor and the savory taste of roasted barley shochu complement the meal.
- Taste that goes well with any meal
- A name with a wish for many happy
- Advertising strategy that did not promote the taste
As mentioned above, simple but thoughtful characteristics and strategic marketing are the reasons for TAKO-HAI’s success. This beverage has become more than just an alcoholic beverage in Japan and has won the attention of many people. Next time you have a chance to look at the menu at an izakaya, yakiniku or yakitori restaurant, be sure to try the TAKO-HAI (shochu highball). Its simple and refreshing taste will make your meal even more enjoyable as an alcohol during meals. The name “TAKO-HA” is not popular in Thailand, so if the waiter is confused, ask for a roasted barley shochu with soda and garnish it with lemon. (Mr.Bacchus)
Best Shochu goes well with TAKO-HAI (Roasted barley shochu highball)
JYOTOKUYA Douchu
MUGI HOKKA
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