Nikaido: US ‘significant potential’ for shochu
The US offers the “biggest growth opportunity” for shochu with interest in the Japanese spirit soaring, according to the president of Nikaido Shuzou Co.
Japanese shochu brand Nikaido made its US debut last year, when awareness of and interest in the category rose by 40% (according to a Datassential report cited by Nikaido).
Nikaido has been producing shochu from 100% barley koji since the 1970s in Ōita prefecture, Kyūshū. Shochu has typically been made from rice koji since the 16th century, but Nikaido says the use of mugi (barley) koji creates a shochu with a ‘cleaner, more broadly palatable flavour profile’.
In March 2024, Nikaido Oita Mugi Shochu and Nikaido Kitchom Oita Mugi Shochu (both 24% ABV) became available in the US market for the first time.
Yuichi Nikaido, eighth‐generation president of Nikaido Shuzou Co, believes the US has “significant potential for rapid growth”, with a “sophisticated spirits and cocktail culture, as well as a strong appetite for new flavours and global trends”.
He continues: “With growing interest in Japanese culture, it offers an ideal platform to introduce shochu as Japan’s national spirit to a broader international audience.”
In the US, Nikaido is considering launching new higher‐ABV shochus to emphasise both “drinkability and mixability”. The company plans to develop “signature cocktails, share original recipes, and engage in events and other activations” in the on‐premise.
“We’re actively exploring partnerships across music, hospitality, mixology, and cultural events,” says Nikaido. “Our focus is on meaningful collaborations that deepen the connection between shochu and contemporary culture.”
The biggest challenge is driving awareness of shochu, according to Nikaido, who notes: “Most American consumers don’t know what shochu is, how to pronounce it, or how to drink it. We’re not just introducing a new brand – we’re introducing a whole new category.”
Bringing shochu to sports
As part of its efforts to expand its US presence, Nikaido formed a partnership with professional baseball team the Los Angeles Dodgers in February 2025, becoming its official shochu.
The move could increase the brand’s presence in the city, which has the second‐highest Japanese population in the US after Honolulu. According to Nikaido, the Dodgers have long embraced Japanese culture, with many Japanese stars on their 2025 roster.
This was followed by a partnership with pop star Junon, from the Japanese boy band Be:First, who joined Nikaido as its first US brand ambassador in March 2025.
Speaking about the partnerships, Nikaido says: “Junon is someone who bridges traditional Japanese culture and contemporary expression, making him a perfect fit for the shochu culture we aim to create. The Dodgers, as an iconic American presence that embodies both diversity and trust, were the ideal partner to help us share our message with a wider audience.”
Earlier this month, the shochu producer tapped bartender Kendra Hada as a brand ambassador in the US to “strengthen” its presence in the market.
Hada, who currently works at San Francisco bar ABV, will represent the brand at consumer-facing events, offering tastings and providing in-depth education on shochu’s heritage and production.
Hada says: “I am a hāfu, which is a person of half-Japanese descent. Shochu is both a way for me personally to connect to my heritage, as well as a new and exciting tool for me to use as a bartender.
“Shochu brings a great versatility to cocktails that I believe can appeal to everyone. My goal is to continue educating the public about shochu, and to be an example for women and, as a hearing-disabled person, people with disabilities behind the bar.”
Hada brings more than a decade of experience working in bars, including New York venues Existing Conditions and Llama San. She was also the winner of the Japan Sake and Shochu Makers Association Shochu Cocktail Competition in 2023.
Growing shochu worldwide
Nikaido is also looking to expand into Europe and Asia, with the goal of “sharing the diversity and depth of shochu with drinkers worldwide”.
He also mentions “promising” markets with “strong food cultures and an appreciation of craft spirits”, such as France, Germany, Taiwan and Australia.
To boost shochu internationally, Nikaido says: “We are envisioning a cultural project that blends music, sports, and bar culture. Through these elements, we aim to introduce new ways of enjoying shochu – along with the unique atmosphere it brings – so that it naturally becomes part of everyday life.”
Nikaido believes shochu has the potential to become a mainstream spirit worldwide, citing its versatility, low sugar and calorie content, and its ability to pair well with food and cocktails.
“With the right storytelling and cultural placement, we believe it can follow the path of Tequila or mezcal.”
Earlier this year, The Spirits Business spoke to Japanese whisky producers about the future of the sector as exports slow down.
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