Asahi Zeitaku Shibori caters to demand for Japanese RTDs
Spirits-based RTDs are driving the category’s growth and as Asahi Group has experienced, curiosity is piquing around Japanese brands.
As The Spirits Business has been reporting, RTDs are in a strong period of category growth, having overtaken vodka in global value, according to IWSR’s latest data from 2025. It is being driven by spirits-based RTDs, which grew by 14% in the US in 2025, and there is continuing evidence of consumer interest shifting toward more premium expressions.
There are two clear market leaders in the category – the US, where volumes hit the equivalent of 403 million nine-llitre cases in 2025, followed by Japan on 196m cases, making it one of the world’s most established RTD markets. The Japanese clearly love the convenience, accessibility and incredible diversity of RTDs, as do a growing number of tourists.
“Global interest in Japan is exceptionally high,” says Naomi Kamiyama, innovation manager at Asahi Group Holdings. “Japan welcomed a record 42.7 million international visitors in 2025, and so far, inbound tourism has remained at historically high levels in 2026. What is particularly interesting is that many visitors are actively exploring Japanese food during their travels, and across social media we’re seeing a growing curiosity around Japanese RTDs.”
As one of Japan’s leading brewers, Asahi has been watching these developments with interest. The group classifies RTDs as part of the ‘beer adjacent category’, which it views as an important area for its own sustainable growth. Having built up a successful RTD portfolio in Japan, Asahi has set its sights on the global market.
“Asahi Zeitaku Shibori, which translates as ‘Premium Squeeze’ is our RTD brand that originated in Japan and is now being introduced to international markets. It is inspired by Japanese craftsmanship and fruit-forward refreshment,” says Kamiyama. Shibori is a delicate mix of vodka, lightly sparkling soda and a generous squeeze of real fruit juice, be it peach, lemon or mango, that accounts for 10% of every serve.
The quality of Shibori’s flavours was confirmed by the judges at the recent Spirits Business ‘RTD, Pre-Mixed & Hard Seltzer Masters 2026’ awards. They praised ‘Squeeze of Peach’ for its authentic taste. It was “natural” and “smells delicious” with a “juicy, ripe peach aroma.” While ‘Squeeze of Lemon’ was described as “zesty, slightly sour, pithy, and like a tart, natural lemonade.” Both were awarded the top Masters medal.
“Our goal is not only to provide flavour, but to provide an authentic fruit experience that feels lighter, more fruit-forward and more sophisticated than many conventional RTDs,” says Kamiyama. “Lemon was an easy choice, whereas we chose peach and mango because it can be challenging to express these fruits authentically, and less carefully crafted versions can taste artificial.”
The lightness of the taste comes from Shibori’s low-sugar positioning of around 100 calories per can in the US format, and its gentle 4% ABV profile designed for lighter, more relaxed occasions. Many RTDs are associated with higher-energy social occasions, from festivals to nights out.” she explains. “But for this particular brand we are aiming at something more relaxed – a calm, lower-tempo moment to share at the end of the day.”
As for the inspiration behind the brand, she says: “Japan is often associated with vibrant cities and cutting-edge innovation. However, there is another side to Japan, one that is colourful, more natural and deeply connected to craftsmanship, and the outdoors. Shibori is inspired by that side of Japan. The brand invites consumers to step away from the noise of everyday life and discover moments of refreshment and balance in nature.”
Asahi has placed its name prominently on the brand, signalling the group’s confidence in the new product. Shibori also benefits from the broader premium associations consumers may have with Asahi’s flagship beer brand, Asahi Super Dry.
Great care has been taken adapt Shibori’s flavour profile to the tastes and preferences of each market. Peach and Mango were launched in New Zealand last September, followed by Peach and Lemon in the US this January. “In the US, the quality of the liquid has a big appeal,” says Kamiyama. “We are still at the brand-building phase, but so far it has been met with encouraging early feedback from US consumers and trade partners.”
Having established a good base through an Asian wholesale network in the US, the plan is to launch SHIBORI into the wider US retail market this summer with the ambition to gradually expand the brand’s footprint across selected international markets over time.
While RTDs are currently one of the most resilient growth areas within the broader spirits landscape, the competition is certainly intense. Asahi Group Holdings is well aware that any new product has to resonate with consumers almost immediately. But its new award-winning Asahi Zeitaku Shibori is well-positioned to offer something distinctive. It is delicate, well-balanced and full of fruit-forward refreshment.
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