In September 2026, iichiko Saiten and iichiko Shinwa officially launched into Italy’s bar scene. Beginning with an appearance at the Roma Bar Show, the tour continued to Milan and Turin, with guest shifts, masterclasses, and a pairing dinner held in each city. iichiko introduced Italian bartenders and industry professionals to the distinctive profiles of Saiten and Shinwa, as well as their versatility in cocktails.
The cocktails throughout the tour were created by Mario la Pietra of Bar YOI at Capella Kyoto. From the Negroni, a firm Italian favorite, to a light and refreshing Chūhai and cocktails paired with food, his creations brought out the contrasting personalities of Saiten and Shinwa.
A Lively Reception at the Roma Bar Show
The first stop of the launch was the Roma Bar Show, which brings together bartenders, brands, and bar-industry professionals from Italy and abroad.
Set along one of the venue’s main thoroughfares, the iichiko booth attracted a steady stream of visitors. Many stopped to take a closer look at the products or came over to sample them, keeping the booth lively throughout the show.
Visitors were able to taste Saiten and Shinwa neat and sample cocktails by Mario la Pietra. Many listened closely to the team’s explanations and asked questions about how the two shochu are made and what they taste like. Some preferred the bold profile of Saiten, while others were drawn to Shinwa’s clean, delicate character, but both received enthusiastic responses.
The booth also welcomed many young bartenders eager to try Mario’s cocktails and speak with him in person, creating an energetic atmosphere that continued until the end of the show.
Two Contrasting Cocktails: A Negroni and a Chūhai
The Koji Negroni combined iichiko Saiten with Vermouth Carlo Alberto Red, Bitter Carlo Alberto, cold-brew coffee, and Kyoto bancha. Even amid the roasted notes of the coffee and tea, the richness of the vermouth, and the gentle bitterness of the bitter liqueur, Saiten’s barley-koji character remained clearly present. Its savory depth tied the ingredients together smoothly, adding roundness and complexity to the Negroni’s bold profile.
The Fig Leaf Chūhai paired iichiko Shinwa with fig leaf, palo santo, and soda. The distinctive scent of fig leaf—green yet softly rounded—was complemented by the calm woody nuances of palo santo, while the palate remained crisp and light. Delicate Shinwa lingered beneath the gentle aromatics, creating an elegant cocktail that also paired beautifully with food.
The two drinks offered a clear contrast: Saiten’s strength expressed through a Negroni, and Shinwa’s delicacy through a Chūhai.
Guest Shift at Drink Kong Campo Marzio
On the second evening of the Roma Bar Show, Mario hosted a guest shift at Drink Kong Campo Marzio, the newest Drink Kong location. Situated in Rome’s historic center, the venue features a long bar counter, a palette of black and gold, Japanese-inspired design elements, and a modern, sophisticated atmosphere. Once again, the event drew a large crowd of bartenders and other industry professionals.
The menu featured three cocktails by Mario la Pietra. The Other Rice Negroni combined iichiko Shinwa with Bitter Carlo Alberto, Vermouth Carlo Alberto Rosso, Ratafia Rossi, Oloroso sherry, and genmaicha—a twist on the Negroni that brought the richness of vermouth and sherry together with the roasted character of the tea.
The Chūhai paired iichiko Saiten with palo santo cordial and clarified pink guava, topped with carbonation for a light finish. It offered a pink-guava variation on the Fig Leaf Chūhai served at the Roma Bar Show.
For the Adonis, iichiko Shinwa and Vermouth Carlo Alberto Blend were combined with Sakari WAKA Umeshu, fig leaf, coffee, and Kyoto bancha, bringing together fruit, botanical aromas, and roasted notes.
All three cocktails were well received by the many bartenders and industry guests in attendance. Across the contrasting styles of the Negroni, Chūhai, and Adonis, each drink brought out a different quality of Saiten or Shinwa.
An iichiko Masterclass in Milan
The tour then continued to Milan. The masterclass was held at Little Tobago, a grill restaurant and cocktail bar that opened near Via Paolo Sarpi in Milan’s Chinatown in 2026. Soft lighting, patterned wallpaper and fabrics, terracotta tones, deep greens, and generous sofas give the space a warm, relaxed character..
The event brought together Italian bartenders, journalists, and other industry professionals. Akihiko Iwami, General Manager of Sanwa Shurui’s Sales & Marketing Division, took the stage alongside Mario la Pietra. Iwami introduced iichiko Saiten and iichiko Shinwa, while Mario shared a bartender’s perspective on how their individual qualities can be expressed in cocktails..
The masterclass covered shochu’s approximately 500-year history, its production process, and the three elements that shape it: ingredients, koji, and distillation. It also explored the difference between atmospheric and vacuum distillation. Saiten, made primarily with atmospheric-distilled spirit, was presented through its rich, powerful profile, with notes reminiscent of grain and cacao. Shinwa, made primarily with vacuum-distilled spirit, showed a clean, delicate character suggestive of flowers and pineapple..
Participants tasted Saiten and Shinwa side by side, followed by Mario’s Negroni and Chūhai, allowing them to experience how the character of each shochu carries through in a cocktail. Both expressions were warmly received, and guests appreciated the clear contrast between their flavor profiles.
Pairing Dinner with iichiko Cocktails
That evening, an iichiko cocktail pairing event was held at Kanpai in Milan’s Porta Venezia district. Known for Japanese izakaya dishes and expertly made cocktails, the popular venue welcomed bartenders, journalists, and other members of the industry. Three cocktails created by Mario la Pietra were paired with dishes from Kanpai’s kitchen.
The evening began with the Chūhai, served alongside edamame, shime saba, karaage, and gyoza, as well as mentaiko maze udon with teriyaki-style egg yolk, bonito flakes, nori, and tenkasu. Crisp and light, the Chūhai paired naturally with the acidity of the cured mackerel and the richness of the karaage and gyoza, while holding its own alongside the udon’s fuller flavors.
The Other Rice Negroni followed, paired with a saba katsu sando made with panko-fried mackerel, cabbage, house-made tartar sauce, and sansho pepper. The Negroni’s bittersweet richness complemented the toasted bread, savory fish, and creamy sauce. The familiar combination of a sandwich and a cocktail felt especially at home within the context of Italian drinking culture.
The final pairing brought together the Adonis—with notes of umeshu, coffee, and Kyoto bancha—and a yuzu crème caramel. The bright aroma of yuzu and the richness of caramel complemented the fruit of the umeshu and the roasted notes of coffee and tea, bringing the dinner to a satisfying close.
The progression moved from a crisp Chūhai to a full-bodied Negroni and finally the lingering flavors of the Adonis, with the cocktails gradually deepening in character alongside the food.
Piano35, a Turin Landmark
The final stop on the tour was Turin. The venue, Piano35, occupies the upper floors of the Intesa Sanpaolo skyscraper designed by architect Renzo Piano and is known for panoramic views extending across the city and surrounding hills to the Alps. Home to a Michelin-starred restaurant and a lounge bar overlooking Turin, it is one of the city’s landmark destinations for gastronomy and mixology.
The daytime masterclass welcomed bartenders from Piano35 and across Turin, as well as visiting bartenders from Bulgaria and other countries. The session introduced the history and production of shochu and explored the differences in aroma and flavor between Saiten and Shinwa. Participants tasted both expressions and sampled Mario la Pietra’s cocktails, gaining a clearer sense of their individual qualities and how they can be used behind the bar.
That evening, Mario hosted a guest shift in the same venue. With Turin’s night skyline visible through the floor-to-ceiling windows, guests gathered to sample The Other Rice Negroni, Chūhai, and Adonis. Open sandwiches, olives, and other small bites accompanied the cocktails in an aperitivo-style setting, creating a lively and glamorous evening filled with conversation.
A New Chapter Begins in Italy
Across the events in Rome, Milan, and Turin, iichiko attracted considerable interest at every venue. Guests asked where the products could be purchased and raised a wide range of questions about their flavors, production methods, and use in cocktails. Some favored Saiten’s roasted, powerful profile, while others were drawn to the clean delicacy of Shinwa. Both inspired curiosity, and in every city, visitors showed a genuine desire to learn more about iichiko.
What stood out most was how naturally iichiko found a place within Italian cocktail culture: in a Negroni with vermouth and bitter liqueur, in a light Chūhai suited to aperitivo, and in pairings with food. By approaching shochu through familiar Italian cocktails and dining customs, the events offered guests an accessible way to experience it firsthand.
From tastings at the bar show to masterclasses, guest shifts, and food pairings, the launch presented iichiko in a variety of settings. It was memorable to see such a broad audience including bartenders, industry professionals, journalists, and cocktail enthusiasts, sampling the drinks and exchanging thoughts on their flavors. With visits to Rome, Milan, and Turin, iichiko Saiten and iichiko Shinwa have taken an important first step into Italy’s bar scene.
