New York, NY -- August 3, 2004 --
As part of Shochu Renaissance project, Mitsui &
Co., Ltd. is pleased to announce that it begins shochu export to North
America with the shochu tasting held on August 3rd in New York.
In 2001, Mitsui & Co., Ltd. launched the projects such as “Illusory
Shochu Renaissance” and “New Legendary Shochu Renaissance”
to rediscover fine local shochu in Japan. Since the “Shochu Big Bang”,
so-called the third wave of Otsurui Shochu boom, the company started receiving
the voices of overseas consumers who wish to taste high-grade Japanese
shochu. In order to meet the diversified consumers’ needs, Mitsui
along with six emerging local makers in Kyushu, release newly developed
13 products, 16 kinds of shochu for North America.
Some of the products released this time are labeled as Honkaku Shochu
instead of SOJU, although Honkaku Shochu has been sold as SOJU so far
in California. Strategically positioned Japanese traditional distilled
spirits will be sold actively to the commercial market in the U.S.
Mitsui Co., Ltd. started “Illusory Shochu” project with a sweet
potato shochu, “Ishikura” in December 1999, then expanded its
product line-up to “Kirino Fuin (rice shochu)”, and wheat shochu
such as, “Jussui Densetsu” (distilled in reduced pressure) and
“Tazunedori (distilled in normal pressure).” In November 2002,
Mitsui brought 27 new products successively into the market, which has
increased to 47 products, 52 kinds at present. The expansion process of
the product line-up resembles the transformation of a dot to a line, and
to an area in the shochu market.
New products (size: 750 ml and 300 ml) made specifically for the North
American market will be released this time. Mitsui has successfully gained
recognition as high-grade shochu provider in Japan by offering products
to cover various segments of rapidly expanding Otsurui (Honkaku) Shochu
market.
Given that fine Japanese cuisine is booming worldwide, especially in the
U.S. and U.K., Mitsui will provide with a new line of attractive shochu
products to meet the demands of upscale restaurants and shops overseas.
This project includes the following characteristics:
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1)
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It is the first “Honkaku Shochu” entering
the U.S. market.
In California, most Japanese makers label their shochu products as SOJU (size:750ml, alcohol: 24% or less) so that shops without hard liquor licenses can sell the spirit. However, Mitsui will introduce some products labeled as Honkaku Shochu instead of SOJU, and start selling products with more than 25% alcohol contents. |
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2)
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Public announcement and shochu tasting will be
held at The Kitano N.Y. on Tuesday, August 3, 2004. More than 100
guests, mainly upscale restaurant owners of Japanese, French, Italian
and Fusion are expected to attend.
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3)
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By offering wide variety of shochu made from sweet
potatoes (5 products, 8 kinds), rice(5 products), wheat/date, along
with liqueur (2 products), customers can enjoy shochu chosen by
ingredients, percentage of alcohol and production areas.
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4)
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Makers developed high-grade products aged in pots
and barrels. The rice shochu aged in pots is recognized as Rice
Whisky in North America and maintains high popularity. This local
preference is taken into consideration, and dates-based shochu aged
in barrels will be also released.
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5)
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Since there is no such custom as “Bottle-keep
(a bottle reserved and kept for a customer)” in North America,
“Nomikiri (a bottle purchase)” is highly recommended with
300ml bottle products. This smaller bottle size reflects the strong
demand of Sushi restaurants that have not been yet active in serving
shochu.
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6)
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Image of “Nomikiri (a bottle purchase)”
is strengthened by offering two kinds of shochu with 20% alcohol
and a liqueur for those customers who prefer to enjoy casually the
distinctive flavor of Honkaku shochu in various ways such as on
the rock.
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7)
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“New York Style” tasting demo, a new
way of drinking sweet potato shochu served in green tea cup will
be shown. Focusing on popularity of green tea, a new way of having
shochu, stirred like green tea will catch eyes of New Yorkers who
are fond of innovative things. The effect will be reinforced by
the fact that sweet potato shochu served in mid temperature brings
out the best of its specific sweet taste and flavor.
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8)
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Various recipes of shochu cocktails are provided.
By introducing a kumquat liqueur (made of wheat-based shochu) and another liqueur (made of sweet potato-based shochu), products suitable for good cocktail base and various toping will be introduced. |
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9)
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Two newly developed 750 ml bottles with urban
designs embodies the product concept of high-grade shochu.
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Mitsui releases the following products: three sweet potato shochu (6 kinds) from Miyazaki, two sweet potato shochu from Kagoshima, one wheat/dates shochu from Miyazaki, four rice shochu from Kumamoto, one rice shochu from Kagoshima and two liqueur products. Label application for each product is in progress and the products are scheduled to be on sale in October. “Heihachiro” and “Kappano Sasoimizu” will precede in the product release.
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1)
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Heihachiro (produced by Kyoya Shuzo of Nichinan,
Miyazaki prefecture) 750ml/300 ml, sweet potato shochu with 25 %
alcohol. Kotobuki red sweet potato is processed with black malt.
Honkaku Shochu with gallant taste.
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2)
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Kappano Sasoimizu (produced by Kyoya Shuzo of
Nichinan, Miyazaki prefecture) 750 ml /300 ml. Sweet potato shochu
with 20 % alcohol. Made from organic sweet potatoes, this shochu
is suitable for various meals.
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3)
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Kochuno Tamayura (produced by Sakuranosato Jozo
of Minaminaka, Miyazaki prefecture) 750 ml. Long developed sweet
potato shochu aged four years in barrels.
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4)
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Tempo (produced by Inoue Shuzo of Minaminaka,
Miyazaki prefecture) 750 ml, blended dates with wheat shochu and
aged eight years in barrels.
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5)
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Baronshin (produced by Nishikinada Shuzo, Aira,
Kagoshima prefecture) 750 ml. Used specially developed white malt
and distilled gently.
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6)
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Risshiden (produced by Nishikinada Shuzo of Aira,
Kagoshima prefecture) 750 ml. Used specially developed black malt.
Lofty aroma and noble taste.
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7)
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Yaoki (produced by Nishikinada Shuzo of Aira,
Kagoshima prefecture) 750 ml. By using specially developed white
malt, this shochu carries sweet aroma and refreshing taste.
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8)
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Kirino Shoun (produced by Sengetsu Shuzo of Hitoyoshi,
Kumamoto prefecture) 750 ml, rice shochu with 20% alcohol. Five
year aging in oak barrels brings out rich taste.
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9)
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Homurano Kokuin (produced by Sengetsu Shuzo of
Hitoyoshi, Kumamoto prefecture) 750 ml. Raw shochu is made in a
3-step mixing process, aged more than 10 years in oak barrels, and
then filtered by charcoal made from bamboo.
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10)
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Kirino Fuin (produced by Sengetsu Shuzo of Hitoyoshi,
Kumamoto prefecture) 750 ml. Blended with shochu aged over 30 years.
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11)
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Kouten Junbi (Fukano Shuzo of Hitoyoshi, Kumamoto
prefecture) 750 ml. Low-temperature fermentation results in a shochu
with gentle taste and aroma.
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12)
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Kinkanju (Kyoya Shuzo of Nichinan, Miyazaki prefecture)
750 ml. Liqueur made from wheat shochu aged in traditional barrels
with kumquat.
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13)
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Hebes Cool (Kyoya Shuzo of Nichinan, Miyazaki
prefecture) 750 ml. Liqueur made of sweet potato shochu blended
with hebes from Hyuga region.
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The main commercial distributors are Pacific Trading
Co., Ltd. (headquarters in Minatoku, Tokyo) in Japan and JFC International
Inc.(headquarters in San Francisco, CA) in North America.
By using various communication channels in distribution, “Shochu
Renaissance”, the one-stop category of high-grade shochu will steadily
reach out targeted consumers rather than taking the “discount shop
style” approaches that just focuses on mass production and mass sales.
In North America, it will target commercial segments such as, upscale
restaurants of Japanese, French and Italian cuisines.
The Honkaku Shochu gateway-site in English, “theshochu.com”
will be launched in August, 2004. It will be operated by Oval One Inc.
The site will provide with information illustrating how to enjoy shochu
in the manner that even “shochu beginners” can easily comprehend.
It will also include wide range of tips and recipes for restaurant owners.
Renaissance Project
http://maborosi-shochu.com/
THE SHOCHU
http://theshochu.com
JFC International
http://www.jfc.com/
Pacific Trading Co., Ltd.
http://www.ptc.co.jp/
Sengetsu Shuzo
http://www.sengetsu.co.jp/
Kyoya Shuzo
http://www.kyo-ya.com
Sakuranosato Jozo
http://www.obisugi.co.jp/
Inoue Shuzo
Fukano Shuzo
http://www.fukano.co.jp/
Nishikinada Shuzo
http://www.praha-gen.com/
THE KITANO NEW YORK (http://www.kitano.com/)
Shochu Tasting
Open: 14:30
Tasting: 15:00 – 18:00