Japanese shochu maker launches US cocktail competition

Japanese shochu maker iichiko has launched a cocktail competition in the US in a bid to raise the drink’s popularity overseas.

 

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The shochu brand, produced by Sanwa Shurui Co in Japan, has launched iichiko Irodori, a cocktail competition challenging bartenders to create cocktails using one of its spirits.

Bartenders in New York City and Los Angeles will compete to create cocktails using iichiko Saiten, an umami-forward shochu with an ABV of 43%. The spirit has been created to be used specifically in cocktails and is a honkaku shochu, the highest grade of shochu.

Competition entrants will be expected to spotlight the spirit while also showcasing a level of creativity that further establishes iichiko Saiten, and shochu as a category, as a major contender in the cocktail industry, the company said.

The finalists of the competition will be announced in March and will face off at the Grand Finale events held at Thunderbolt in Los Angeles and Bar Goto in New York. Entrants will compete for an all-expenses-paid trip to Japan, including a guest shift at a Tokyo bar, a visit to the iichiko distillery, and a US$1,500 cash prize.

“We’re thrilled to be part of iichiko Irodori as it gives us a unique opportunity to showcase the versatility of the iichiko Saiten brand.” says Tetsuro Miyazaki, General Manager of iichiko Shochu. “The team is looking forward to connecting with bartenders across the country who share our passion for shochu.”

iichiko’s cocktail competition is the next stage in the company’s plans to introduce shochu to the US market.

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