THE GROWTH OF SHOCHU BEYOND JAPAN
The world of premium spirits is always evolving, and one of the most exciting emerging categories is Shochu, Japan’s traditional distilled spirit.
With education and industry trends being front of mind some of the NXUS team recently attended "Shochu, The Spirit of Kagoshima, Bridging Japan and UK" an event hosted by the Kagoshima prefecture at the WSET in London. The event provided a deep dive into Shochu’s rich history, versatility, and its potential for international growth.
Afterwards, we caught up with Francesco Braun, an industry friend and one of the event panellists who is at the forefront of advocating for Shochu and craft Asian spirits in the UK. We discussed what makes Shochu unique, how it fits into modern cocktail culture, and what challenges lie ahead for its global & UK expansion.
An interview with Francesco Braun: Why Shochu Deserves The SPOTlight
Francesco Braun
What first drew you to Shochu as a spirit?
The extreme versatility of the liquid and the many varieties within the category. Shochu can range between 25% and 43% ABV, which means you can easily find the right one for different drinks, whether sipping neat, on the rocks, or in cocktails.
What makes Shochu unique compared to other spirits like sake, whiskey, or soju?
Shochu’s diversity comes from its base ingredients—there are over 53 permitted raw materials, which create an incredible range of flavours. Even Shochu made from the same ingredient can taste completely different depending on the distillation method and region.
Do you have a favourite Shochu variety or base ingredient?
Barley and buckwheat Shochu are my favourites. The deep, nutty, and cereal-like notes stand out and make them great for drinking in multiple ways, including cocktails.
What are some common misconceptions about Shochu?
The biggest misconception is that Shochu is the same as Soju, its Korean cousin. Despite the similar names, they are completely different spirits in terms of production, alcohol content, and drinking culture.
Shochu has been popular in Japan for centuries—do you see it gaining more popularity internationally?
Absolutely. Shochu offers something new to both bartenders and consumers, especially as a lower-ABV alternative to traditional spirits. The global trend toward lighter, more session-able drinks is a great opportunity for Shochu to gain traction.
Are there any innovative ways bartenders are incorporating Shochu into modern cocktails? Any standout bars leading the way?
Right now, Shochu is still underutilized in bars outside Japan, but places like Shochu Lounge and Kioku are doing an exceptional job promoting the category.
How do you see the demand for lower-ABV spirits like Shochu evolving in the global drinks market?
The timing is perfect for Shochu to make an impact. More people are looking for flavourful, lower-ABV options, and Shochu gives bartenders a new tool to experiment with. There’s a lot of room for growth, and it could be a game-changer in the industry.
Are there any Shochu-based cocktails that you think will become more mainstream?
Chu-hai (Shochu highballs) will take off. Highballs are already incredibly popular worldwide, and Shochu’s smooth profile and lower ABV make it a perfect fit.
What other Japanese/Asian spirits do you think will grow in popularity next?
Awamori will likely rise alongside Shochu. Other Japanese drinks like Umeshu and Yuzu liqueurs are already popular, but consumers are always eager for new flavors, so their influence will continue to grow.
What do you think is the biggest challenge for Shochu’s global expansion?
Education. Bartenders and consumers need to be trained on how to use Shochu, which will slow down the adoption process. Also, there’s a lack of big brands pushing the category, which makes growth more difficult. The industry needs pioneering brands willing to invest in spreading awareness.
Final Thoughts
Having found a new appreciation for Shochu, its history and versatility it’s clearly a category and spirit that has the potential for the UK market. As highlighted by Francesco, and as with any premium brands and innovative areas, education will be the key to unlocking this and bringing the category to life in the UK.
