Shochu ‘strong potential’ to go mainstream
Iichiko believes shochu has “strong potential” to enter the mainstream by targeting the US on-trade, where it hopes to become the go-to spirit for cocktails.
The world’s biggest-selling shochu brand, Iichiko, has been on a mission to boost its presence in the US on-premise.
The Japanese brand introduced a higher-ABV shochu, Saiten (43% ABV), exclusively for the US market in 2019. It was designed specifically for cocktails and is set for a global launch this year.
“Sales in the US have been strong, driven primarily by Iichiko Silhouette and Iichiko Saiten,” says Ken Oka, the brand’s general manager.
“We’ve sold over 20,000 nine-litre cases and remain focused on increasing both sales and brand recognition.
“Our strategy to introduce Japanese craft spirits to the US bar scene has been key to this growth, with Iichiko Saiten being served in top bars across major cities like New York, Los Angeles and San Francisco.”
Iichiko views the US as a “key driver in shaping global bar culture and mixology trends”, says Oka, who notes the brand’s goal of becoming the go-to base spirit in cocktails across the US on-premise.
‘Under the radar’
He explains: “By collaborating with bartenders to feature Iichiko in their cocktails, we aim to expand awareness of Iichiko shochu to a broader audience. While many distilled spirits enjoy international recognition, shochu remains relatively under the radar.
“We’re focused on positioning Iichiko in top bars throughout the US as part of our larger strategy to elevate it as a global spirit.”
As part of these efforts, Iichiko launched the second edition of its cocktail competition in the States earlier this year, which tasks bartenders with using Saiten in cocktails.
Created to continue the brand’s mission to introduce shochu to the US, entrants to the Iichiko Irodori competition compete for an all-expenses-paid trip to Japan.
Oka also believes shochu has “strong potential to become a mainstream spirit due to its versatility, working well in both low-ABV cocktails and classic high-proof drinks”.
He notes that traditionally shochu ranges from 20%-25% ABV, making it ideal for lower-alcohol serves. Demand for low-alcohol products has boosted the visibility of its 25% ABV Iichiko Silhouette expression.
Oka says: “We are confident that through continued engagement with bartenders and the broader cocktail community, shochu will follow a similar path to mezcal in terms of mainstream adoption.”
Shochu expert Christopher Pellegrini believes the category needs more marketing support from “deep-pocketed entities” to drive growth and help it achieve its “mezcal moment”.
While Iichiko’s US performance has been strong, the brand’s global volumes have struggled. The Brand Champions 2025 report showed Iichiko volumes fell by 3.4% to 6.2 million nine-litre cases in 2024 – its second year in decline.
This could be linked to a downward trend for shochu in its home market (more than 99% of shochu is consumed in Japan). Provisional IWSR data for 2024 showed a 4% volume drop for ‘national spirits’ in Japan, which includes shochu.
Globally, IWSR estimates the category will post a 4% decrease in terms of compound annual growth rate (CAGR) for 2023-2028.
“The shochu market is likely to continue its downward trajectory due to the ageing population and as remaining consumers gradually shift into trendier categories and/or drink less alcohol,” says Emily Neill, IWSR’s chief operating officer of operations and research. “New shochu RTDs might further dilute category consumption, as some consumers will shift to canned shochu Highballs instead.”
Focus on cocktail markets
Beyond the US, Iichiko will next focus on Europe and Singapore, where shochu is “still in the early stages of recognition”.
Oka adds: “We plan to increase our presence in key bar markets, particularly in London and Singapore, to further elevate shochu’s visibility and accessibility.”
To boost the category, Oka notes the importance of “strong on-premise initiatives”, alongside brand-building events and educational seminars targeting bartenders.
He says: “While Iichiko is now available in many major retail chains, many consumers are still unfamiliar with how to enjoy shochu. Through ongoing promotion via social media and on-site events, we aim to solidify our brand and expand shochu’s recognition worldwide.”
The brand focuses on strengthening relationships with bartenders, participating in trade events like Bar Convent Brooklyn and Tales of the Cocktail, and hosting pop-ups at leading bars.
While the brand’s initial strategy targeted the on-premise, Iichiko is looking to expand into the off-trade with a focus on large retail chains. There are also plans to release new products from autumn.
Oka adds: “As part of our long-term strategy, we aim to further establish Iichiko as a leading brand in the spirits category, working to increase its presence both in the US and globally.”
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