When Shochu Takes Flight as “World’s SHOCHU”
Kyushu’s leading regional treasure—honkaku shochu—has a rich flavor and a deep culture. Today, it is starting to attract attention on the global stage. A major milestone was reached in December 2024, when “Japan’s Traditional Sake-Brewing Techniques (using koji mold)” were officially registered as a UNESCO Intangible Cultural Heritage. This news has sparked the hope that “our shochu might become the ‘World’s SHOCHU.’”
Amid this excitement, a tour was held where top bartenders from overseas traveled around Kyushu to visit different shochu distilleries and see their production sites in person. It became a valuable opportunity to rediscover the “new potential” of this local spirit—long loved by the community—from a worldwide point of view.
“Outside Perspectives” Reveal New Appeal of Shochu
During this tour, participants visited a variety of distilleries over several days, producing rice shochu, sweet potato shochu, barley shochu, and black sugar shochu. On the last day, a seminar was held, where the visiting bartenders shared what they saw as “the appeal of shochu” and “how to use it in cocktails.”
One participant, Don Lee—known as the “Leonardo da Vinci of the cocktail world”—spoke about the core value of shochu:
“Honkaku shochu is a real distilled spirit made with a unique process using koji, and it carries a long, rich history. In today’s bar scene, people want local pride and craftsmanship rather than large-scale marketing. Just like how mezcal from Mexico opened up a huge new market, I feel shochu also has the potential to amaze the world.”
Another overseas bartender praised “the variety of alcohol strengths unique to shochu.” Because it’s neither too high nor too low, it doesn’t easily become watery, pairs well with food, and is very convenient as a cocktail ingredient. If you make full use of shochu’s special aroma and depth, you can create many different arrangements, and a bar’s menu could expand quickly.
Infinite Possibilities Beyond “the Usual Glass”
Honkaku shochu is nurtured in Kyushu and woven into daily life. Of course, it tastes great in familiar styles—like mixed with hot water or served on the rocks—but seeing how it shines as a cocktail ingredient can be a big eye-opener. Shochu’s amazing ability to blend with any ingredient earns high praise from top bartenders worldwide.
For us locals, shochu’s flavor is “normal.” Yet, once professionals from abroad step in, they spark ideas that make us say, “Oh, we can use it like this?” Indeed, an “outside perspective” becomes the driving force that brings out new value.
Your First Step Builds the Future of Shochu
In recent years, exports of Japanese sake and whisky have been growing worldwide, but shochu’s export numbers are still at the beginning. With UNESCO’s Intangible Cultural Heritage registration as a tailwind, there is now a chance to change the image that “exporting shochu = difficult.” However, making that happen will require local distillers in Kyushu, bartenders, and us consumers to work together, spreading a “new story of shochu.”
By exploring different ways to enjoy it—straight, on the rocks, mixed with soda, or in cocktails—and by sharing those methods, each person’s curiosity and actions help push shochu onto the world stage.
Shall We Begin With One Glass?
Tonight, try making a cocktail with your usual brand of shochu. Visit a distillery and learn about the producer’s story. Ask a bartender, “Do you have any new cocktails with shochu?” Every small action connects to a future where shochu can take off on the world stage.
The shochu you enjoy in that single glass can be a first step toward creating the “World’s SHOCHU.” Now is the time to share Kyushu’s treasure with the world. At your next gathering, try discovering a “new kind of shochu.” That small moment could grow into a powerful wave, leading shochu to captivate people everywhere as the “World’s SHOCHU.” (Mr.Bacchus)
