Lejay Bitter Cassis lands in Japan
Liqueur brand Lejay has launched its Bitter Cassis in Japan, following its debut at Expo 2025 Osaka in April.
Bitter Cassis was crafted by Lejay-Lagoute with insights from Suntory and first launched in April 2024. The brand says the expression caters to evolving Japanese tastes, reflecting a trend towards less sweetness and a preference for more bitter, natural flavours.
It is made sustainably, using traditional methods such as gravity-based extraction and sourcing ingredients locally.
The blackcurrant liqueur has a distinct bitter edge, which is said to provide a modern twist in a Negroni cocktail.
Unveiled at Expo 2025 Osaka in Japan, the liqueur brand collaborated with Vitagora to present the theme ‘Territory and Food: Aiming for Sustainable Modes of Production and Consumption’ at the France Pavilion.
Bitter Cassis has secured a place at Bar Alcobareno in Tennoji, Osaka, which is run by Masanori Ayukawa. Ayukawa has created three signature cocktails made with Lejay Bitter Cassis: the French Américano, which combines the bitter delight with elderflower liqueur; French Negroni; and Negroni Sbagliato, served with Prosecco.
According to IWSR 2024 data, Lejay is the best-selling French spirit in Japan in terms of volume, thanks to a long-standing partnership with Suntory.
The brand’s flagship crème de cassis is a staple across Japanese retailers, including Donki, Aeon, and Seijo-Ichi, alongside its range of fruit liqueurs, such as peach, raspberry, and strawberry.
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