Shochu campaign underway in N.Y., L.A.
17:18 JST, February 7, 2022
NEW YORK (Jiji Press) — A campaign has been underway to promote Japanese shochu and awamori distilled spirits in the United States, offering cocktails using them at some bars in New York and Los Angeles.
Shochu and awamori have distinctive features such as a wide variety of types and rich flavors, but they are not widely known outside of Japan. Promoters are trying to make such features more known to U.S. consumers by offering cocktails using shochu made from sweet potato, barley, rice and kokuto brown sugar, as well as awamori.
Eight bartenders in the two U.S. cities are offering such cocktails. Two to three cocktails are offered to customers until early March at each of their bars.
At a pop-up bar in New York, a local shochu fan ordered a cocktail named shirokiri pudding, which uses the Shirokirishima sweet potato shochu brand made by Kirishima Shuzo Co., based in Miyakonojo, Miyazaki Prefecture, as well as mango flesh and lemon juice.
The campaign is organized by the Japan Food Product Overseas Promotion Center of the Japan External Trade Organization, or JETRO. Information about the campaign is available in English on the center’s website.
"Society" POPULAR ARTICLE
-
Shinkansen Services Suspended After Man ‘Searches for Phone’ on Tracks; Disruption Affects About 14,000 Passengers
-
U.S. 7th Fleet officer Arrested on Suspicion of Stealing Sushi, Sashimi, Chicken at Kanagawa Shopping Mall; Suspect Caught Mid-Meal
-
JAL Airplane Experiences Radio Malfunction During Flight, Lands Safely By Relying on Light Signals
-
Cherry tree falls on man on Sanneizaka steps leading to famous Kiyomizu Temple in Kyoto
-
Strong Earthquake Rocks Southern Part of Kyushu; No Risk of a Tsunami
JN ACCESS RANKING
- Japan Household Spending Down 0.5% in Feb.
- China Mutes Memorialization of Reformer Hu Yaobang; Memories Could Spark Critique of Xi Administration
- Shinkansen Services Suspended After Man ‘Searches for Phone’ on Tracks; Disruption Affects About 14,000 Passengers
- U.S. 7th Fleet officer Arrested on Suspicion of Stealing Sushi, Sashimi, Chicken at Kanagawa Shopping Mall; Suspect Caught Mid-Meal
- UNRWA Director Describes Catastrophic Destruction in Gaza; Says Relief Trucks Robbed, ‘People’s Hearts Destroyed’