SB meets… Seiji Susuki, Choya Umeshu
The general manager of the Japanese liqueur is confident about the brand’s growth opportunities in Asia and around the rest of the world.
How does Choya communicate its unique Japanese qualities, provenance and craftsmanship?
At Choya, we communicate our Japanese identity through a combination of heritage, ingredients, and experience. We use 100% Nanko-ume from Wakayama, Japan’s most renowned ume-growing region, and follow a no-additives production philosophy to bring out the fruit’s natural character.
We also create immersive experiences through The Choya Bar in Tokyo, Hong Kong and Singapore, where consumers can explore the versatility of Umeshu through cocktails. In addition, our Choya Experience Stores in Kyoto and Kamakura offer year-round opportunities for visitors to make and learn about Umeshu.
Which are your best-performing products and why?
Performance varies by market and channel, but globally, our premium products such as The Choya Golden Ume Fruit and The Choya French Oak 2016 are performing particularly well. Golden Ume Fruit is highly valued for its strong visual appeal, featuring whole ume fruit in the bottle, as well as the experiential element of enjoying the fruit itself. Meanwhile, French Oak 2016 is matured in French oak barrels, which impart subtle vanilla and toasted notes, creating a depth of flavour not traditionally associated with Umeshu.
Tell us about Choya’s innovation.
In recent years, we have developed two products incorporating ume purée, which have been highly evaluated for their rich flavour profile. We have introduced The Choya Enriched (25% ABV), a higher-alcohol expression with ume purée, designed specifically to expand usage in the bar industry. Its intense fruit character and structure make it highly suitable for cocktails, enabling bartenders to create more expressive and versatile serves.
In addition to product development, we are also focusing on innovation in serving methods. For example, we are introducing ultra-cold dispensing systems at around –12°C, which concentrate flavours and enhance aromas, delivering a unique sensory experience.
Which markets will be your focus in 2026?
In 2026, we will focus on further deepening our presence in East Asia and Southeast Asia. In these regions, where brand awareness is already well-established, our strategy goes beyond expanding distribution. We aim to enhance brand value and create new consumption opportunities through innovative drinking propositions and collaborative product development. Travel retail also remains a key channel for us.
We see significant growth opportunities in North America and Europe. In the US, we are repositioning Umeshu as a versatile cocktail ingredient, strengthening collaboration with bartenders while expanding our presence across both on-trade and retail channels. In Europe, we are focusing on markets such as Germany and the UK, where there is strong interest in premium and craft spirits.
What trends are you excited about?
We are particularly excited about the continued premiumisation of the liqueur category, as well as the growing demand for natural and authentic products. Another important trend is the increasing role of liqueurs in cocktails. Rather than being consumed only on their own, liqueurs are becoming essential components in modern mixology.
How important is the bar industry for your future plans?
The bar industry is central to our future growth strategy. Bartenders play a key role in shaping consumer perceptions and creating new drinking occasions. By working closely with the bar community, we are able to showcase the versatility of Umeshu as a cocktail ingredient. Our Choya Bar locations serve as flagship platforms for innovation, where we develop and present new cocktail concepts.
What else can we expect in 2026?
In 2026, Choya will continue to invest in experiential initiatives, including the expansion of The Choya Bar concept, to create stronger connections with consumers. Our goal is to go beyond traditional category boundaries and establish Umeshu as a globally recognised and versatile spirits category.
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