iichiko, one of Japan’s most well-known Shochu brand, has signed an exclusive partnership with premium spirits distributor Speciality Brands starting 1^st September.

iichiko aims to place Shochu on the global spirits’ map. It has already successfully established the brand in the US market, gaining recognition amongst bartenders across the country through cocktail competitions and sponsorship of The World's 50 Best Bars. As part of its growth strategy, iichiko identified the UK, with its mature on-premise channel, as a key market for expansion into Europe.

“Since our launch in 1979, iichiko has cultivated a loyal following within the shochu category,” said Kazunori Nishi, president of Sanwa Shurui, iichiko's parent company. “Following our success in the US, we see strong potential in Europe, with the UK as a key focus. Speciality Brands is the perfect partner thanks to their strong experience with Japanese spirits and their broad on-trade connections. By working together and leveraging their expertise and network, our aim is not only to grow the iichiko brand, but also to introduce and elevate the wider category of refined, delicious Japanese distilled spirits across the UK and other European markets.”

iichiko gives Speciality Brands the opportunity to further expand its offering in the Japanese spirits category which already includes premium whisky brands Nikka and Chichibu.

To deliver the brand’s ambitions, Speciality Brands has developed a strong commercial plan aimed at building presence in the UK on-trade especially while leveraging its 50 Best Bar status. It will also aim to build its availability in selected high profile retail accounts.

Speciality Brands’ campaign will be supported by an in-depth educational programme led by Japanese spirits specialist Mikey Pendergast and tactical marketing activities including events, social media and PR to raise awareness and visibility of the brand.

Chris Seale, MD, Speciality Brands says: “We’re very excited to welcome iichiko to our portfolio. Shochu is building recognition globally with the brand being instrumental at driving awareness beyond its native Japan. We saw a lot of excitement from the trade around iichiko at the recent BCB London and are proud to have already placed the brand on cocktails menus at some of London’s most prestigious venues, including Park Chinois, The Churchill Bar & Terrace, and Side Hustle at The NoMad.”

“We have a track record of building spirits brands in the market. The strength of our portfolio and our team’s expertise in premium Japanese spirits put us in very good stead to position iichiko shochus as a staple on the UK cocktail map.” comments Chris Seale

iichiko is one of Japan’s leading barley shochu brand, produced by Sanwa Shurui in Oita Prefecture. Since its launch in 1979 it has become a household name, celebrated for its clean flavour and approachable style, playing a key role in popularising the category across Japan. The brand emphasises purity, craftsmanship and accessibility, using high-quality ingredients, traditional Honkaku distillation methods and soft volcanic spring water.