Topics & News

Six years after its initial launch in the U.S., iichiko Saiten, a spirit that maximizes the umami flavor derived from traditional Japanese koji, is now available in Japan. Here we present the latest information, including a new concept movie and the awards iichiko Saiten has won.

Once again, the Tokyo International Bar Show brought together bartenders, bar professionals, and spirits enthusiasts from across Japan and around the world. In addition to tastings of spirits and cocktails, the event featured flair bartending performances, talk shows with top bartenders, and many other programs designed to deepen attendees’ appreciation of spirits. During this two-day celebration of Japan’s bar scene at its most vibrant, Sanwa Shurui took a bold new step with iichiko Saiten, a honkaku (single-distilled) barley shochu presented as a cocktail base.

Honkaku shochu (single distillation shochu) typically has an ABV of 20-25%, but in 2019, iichiko Saiten debuted in the U.S. market as a honkaku shochu with a higher 43% ABV. The product has generated buzz as a groundbreaking honkaku shochu that was developed as a cocktail base. This adds options to the typical ways shochu is imbibed in Japan, where the distilled alcohol is typically served mixed with hot or cold water, or on the rocks. Offering a new way to enjoy honkaku shochu, iichiko Saiten has inspired creative ideas from bartenders and is gradually gaining acceptance in the U.S. as a base for craft cocktails. This article reports on the iichiko IRODORI Cocktail Competition. Sanwa Shurui organized this contest for mixing drinks with iichiko Saiten in New York City on March 16, 2025.

Singapore continues to evolve as a central hub for the bar and beverage industry in Asia. Now attracting global attention beyond Asia, it hosted Bar Convent Singapore (BCB Singapore) 2025 on March 3 and 4. This report highlights Sanwa Shurui’s booth and events, offering a glimpse into the latest industry trends showcased at the venue, where spirits brands and professionals from around the world gathered to exchange ideas—and the vibrant pop-up events held outside the main venue.

Sanwa Shurui held iichiko Design Week 2024 in Tokyo’s Shibuya district in October 2024 to commemorate 40 years of the brand design for honkaku barely shochu iichiko. At the reception the day before, iichiko Saiten’s release in Japan was announced. During iichiko Design Week, top global bartenders mixed and served cocktails with iichiko Saiten and other iichiko products. （The bottle pictured bears the previous design. The current product may have a different label or shape.）

From July 21 to 26, 2024, the cocktail celebration Tales of the Cocktail® 2024 was held in New Orleans, USA. During the event, from July 23 to 25, iichiko USA transformed the first-floor restaurant Kenji at the International House Hotel into an exclusive iichiko bar, inviting top bartenders from around the world to serve standout cocktails made with iichiko. Taking advantage of this rare opportunity, we spoke with these leading bartenders about the appeal of iichiko Saiten, the unique qualities of shochu in general, and the potential for creating innovative cocktails with them. At the iichiko bar, each bartender presented three cocktails featuring iichiko Saiten, iichiko Silhouette, and other products; here, we showcase one cocktail photo from each interview.

One of the largest cocktail events in the United States, Tales of the Cocktail® 2024, was held over six days from July 21 to 26 in New Orleans, Louisiana. Known globally as the birthplace of jazz and the oldest cocktail culture in the U.S., this marked the 22nd time the event has been hosted in this historic city. During this cocktail celebration, Sanwa Shurui held a pop-up event featuring top bartenders from 16 popular bars worldwide, serving a vibrant array of cocktails made with iichiko Saiten and iichiko Silhouette to numerous attendees. Here, we report on the main events at Tales of the Cocktail® 2024, accompanied by photos.

Following last year, iichiko again hosted a booth at BCB 2024, inviting Kenta Goto, owner of Bar Goto, as a guest bartender to serve special iichiko cocktails to attendees. How is shochu, known as Japan’s “Kokushu (national spirit) ⋆¹,” being received worldwide? We spoke with key individuals to find out.

On June 11 and 12, Bar Convent Brooklyn (BCB) 2024 was held at Industry City in Brooklyn, bringing together people from the beverage industry—including global spirits manufacturers, importers, and bartenders. This annual event attracts key opinion leaders from the alcohol and beverage industries, providing a chance to capture the latest trends. Throughout the exhibition period, events featuring famous bartenders were also held at various bars in New York, aiming to energize the entire community. Here, we report on BCB 2024, which has bounced back with renewed vigor after overcoming the challenges of the pandemic. （The bottle pictured bears the previous design. The current product may have a different label or shape.）