Bar Convent Brooklyn (BCB Brooklyn), which brings together opinion leaders from across the global food and beverage industry, was held on June 9 and 10, 2025, at Industry City in Brooklyn, New York. Since its launch in 2018, this marked the seventh edition of the event (excluding 2020, which was held online due to the COVID-19 pandemic), with both exhibitors and visitors increasing year by year. In 2025, the number of exhibitors surpassed last year’s record high, with more than 275 brands (official) participating. Featuring an impressive array of spirits from around the world, the show is truly at the forefront of industry trends. Against this backdrop, just how far has Japan’s signature spirit, shochu, made inroads on the global stage?
Text: Reiko Suga / Photography: Nao Fukui / Composition: Contentsbrain
Inflationary Headwinds Fail to Slow Momentum: A Thriving Spirits Industry Fueled by More Exhibitors
Bar Convent Brooklyn (BCB Brooklyn) was launched in 2018, originating from Bar Convent Berlin (BCB), which was first held in Berlin, Germany, in 2007. Now in its seventh edition in 2025, its presence within the food and beverage industry continues to grow steadily. This year, both attendance and exhibitor numbers exceeded last year’s records, with the venue filled by leading bartenders, restaurant and bar owners, and other key players from around the world.
BCB Brooklyn has earned recognition as a place to experience spirits from across the globe and as a treasure trove for discovering the latest trends in the spirits industry. It also serves as a vital hub for information exchange and community building among industry professionals.
This year, the event placed even greater emphasis on innovation with the launch of the new Emerging Brands Pavilion, which featured more than 60 up-and-coming brands and drew significant attention. With emerging players alongside established names, the venue was brimming with spirits from every corner of the world, giving the event an even stronger international flavor.
Another clear trend, reflecting broader social currents, was the rise in low-alcohol and non-alcohol booths, which have been increasing year after year. These categories were more prominent than ever across the venue and were highlighted as one of the major themes of BCB Brooklyn 2025. Seminar topics included “Hacking Non-Alcoholic Cocktails – Science, Systems, and Service” “Elevating Non-Alcoholic Cocktails and Mindful Consumption Experiences,” and “Beyond the Buzz: Best Practices for Building a Successful Non-Alcoholic Brand,” all pointing to the growing recognition of this new trend within the food and beverage industry.
The sessions hosted on BCB Brooklyn’s main stage covered a wide range of issues. As in the previous year, a spotlight was placed on improving working conditions, with discussions on mental health and well-being among hospitality professionals. A new feature this year was the Brand Accelerator Pitch Competition, which evaluated promising new beverage brands and supported award winners. By placing emphasis on supporting new entrants, BCB Brooklyn continues to contribute to the growth of the spirits industry through its multi-faceted approach.
Most notably, the presence of honkaku shochu was more palpable than ever. Crowds gathered not only at the booth of iichiko USA but also at the booth hosted by the Japan Sake and Shochu Makers Association (JSS). Located prominently in the center of the exhibition hall, these booths provided an ideal opportunity to pitch honkaku shochu to visitors unfamiliar with the spirit.
When It Comes to Shochu, It’s “iichiko”: A Bustling Booth in Its Seventh Appearance
In the foreground, the blue label is iichiko Saiten; in the background, the red label is iichiko Shinwa
iichiko USA has participated in BCB Brooklyn since the very first edition, showcasing its dedicated iichiko booth. Now in its seventh year, the brand has contributed greatly to raising awareness of honkaku shochu. Kenta Goto, owner-bartender of BAR GOTO and BAR GOTO Niban, has supported the booth every year, and once again this time he served cocktails made with honkaku shochu, including iichiko Saiten. More and more visitors now come to the iichiko booth, specifically to taste cocktails crafted with honkaku shochu by Goto and other world-class bartenders.
“I was born and raised in Japan, and it’s been over 20 years since I came to the U.S. and started working as a bartender. Through this work, I’ve always felt it’s both the concept and the mission of BAR GOTO and BAR GOTO Niban to actively introduce Japanese ingredients and unique flavors, like honkaku shochu with its distinct koji-driven character, to our guests,” says Goto.
Kenta Goto of BAR GOTO and BAR GOTO Niban showcasing his skills as a guest bartender
Alongside iichiko Saiten and iichiko Silhouette, the booth also unveiled the new release iichiko Shinwa, one of the highlights of this year’s event and a major talking point. Launched in the U.S. market as the follow-up to iichiko Saiten, iichiko Shinwa is a honkaku shochu–based spirit that showcases the umami of koji, yet has a completely different character from iichiko Saiten, bringing a new dimension of expression to cocktails.
Distinguished by its red label, iichiko Shinwa is characterized by vibrant aromas reminiscent of green apple and pineapple, drawn out through vacuum distillation, layered with the depth of ripe fruit. On the palate, it is velvety and smooth, unfolding with the rich weight of a koji-based distilled spirit. A subtle sweetness on entry, a long fermentation-driven finish, and a clean, crisp sensation as it goes down all come together in a full-bodied profile that both inspires bartender creativity and conveys the appeal of honkaku shochu to a broad audience. The name “Shinwa” combines the character 心 (shin, meaning “heart”) with 和 (wa, meaning “harmony” or “Japan”), reflecting the spirit of Japan and celebrating the wonder of koji, which lies at the core of Japanese washoku food culture.
Already beloved by top bartenders across the U.S., iichiko Saiten is known as a spirit that highlights the umami of koji through atmospheric distillation, with a bold barley koji character. Thanks to the free and creative approaches of American bartenders, iichiko Saiten is being served in a wide variety of cocktails nationwide.
The Koji Martini is garnished not with an olive, but with a Japanese pickled scallion⋆
⋆ Pickled scallion: A bulb vegetable long enjoyed in Japan, typically prepared in sweet vinegar for a crisp texture and distinctive aroma.
iichiko Silhouette has also built a loyal following with its distinctive character. It offers a gentle, refined aroma with subtle notes of fresh fruit and delicate florals, leaving a soft sweetness and pleasant aftertaste on the palate. At 25% ABV, iichiko Silhouette reflects the standard strength of Japanese honkaku shochu. Celebrating its 40th year since release in Japan, this best-selling barley shochu has remained a beloved brand. Its smooth, approachable flavor with lasting appeal also responds to the growing demand for lower-alcohol drinks—a trend highlighted at BCB Brooklyn 2025—making it well-suited as a base for low-alcohol cocktails.
iichiko Saiten, iichiko Shinwa, and iichiko Silhouette together highlighted the wide-ranging possibilities of honkaku shochu. While all three are barley shochu, each offers its own distinctive flavor, and by varying how they are used, they reveal the remarkable versatility of the category.
“iichiko Shinwa is the ultimate clear spirit. Like iichiko Saiten, it is a 43% ABV barley shochu, but the two have completely different characters. While iichiko Saiten has an appealingly bold edge, iichiko Shinwa offers a translucent flavor profile highlighted by the aroma of koji. It has depth and umami, yet remains wonderfully clear—that’s its real charm,” explains Kenta Goto. He adds that it can be enjoyed straight, on the rocks, or with water, each way further enhancing its smoothness.
At this year’s iichiko booth, Goto also presented his original cocktail, the Koji Martini, a Martini said to pair well with the clarity and koji character of iichiko Shinwa. Visitors responded enthusiastically to the two cocktails he created—one with iichiko Shinwa and one with iichiko Saiten—each crafted to maximize the spirit’s individuality. Comments included: “iichiko Shinwa is mellow and easy to drink. Its character doesn’t overpower the cocktail, allowing it to blend in naturally.”
iichiko Shinwa, launched in the U.S. in June 2025, attracted significant attention.
How has awareness of honkaku shochu changed with iichiko’s seventh appearance at BCB Brooklyn? A representative from Sanwa Shurui shared the following perspective:
“Overall, the number of booths was higher than usual, and the event itself felt more energized. We’ve already seen brand recognition improve, with more people coming to our booth specifically because they know iichiko. Many also came looking forward to enjoying cocktails created by Kenta Goto.
With not only us but also other shochu makers exhibiting, the name of honkaku shochu is definitely becoming ingrained in the minds of visitors. From here, it’s about communicating the strengths of each brand and how their individuality is expressed. We strongly feel that honkaku shochu is gaining real traction as a cocktail base in the U.S. market. There’s every possibility it could enter the mainstream.”
— Akihiko Iwami, General Manager, Sales Division, Sanwa Shurui
Pop-Up Events During BCB: Long Lines for Shochu Cocktails by World-Renowned Bartenders
BCB Brooklyn is also known for drawing top bartenders from around the world to New York. This year, under the initiative of iichiko USA, pop-up events were held at Katana Kitten and Martiny’s, featuring guest bartenders.
These pop-ups offered a perfect opportunity to introduce shochu cocktails crafted by leading bartenders to the general public. With various events taking place at bars throughout the city during BCB, the atmosphere extended beyond the venue, energizing the whole city with a festival-like buzz.
Hiroyasu Kayama, owner-bartender of Bar BenFiddich
On June 10, Hiroyasu Kayama of Bar BenFiddich (Shinjuku, Tokyo) appeared as a guest bartender at Martiny’s, serving five different shochu cocktails made with iichiko Saiten and iichiko Silhouette. The popularity of the event was clear, with a long line forming even before the pop-up bar opened.
That same day, another pop-up was held at New York’s renowned Katana Kitten. The lineup of bartenders who appeared in time slots throughout the day was nothing short of stellar.
From Japan, Soran Nomura of Quarter Room (Setagaya, Tokyo); from the U.K., Greg Howitt and Adrian Ford-Begg of Seed Library (London); and from NoMad Bar and Side Hustle (London), legendary bartender Leo Robitschek along with Andrés Villagomez, one of his protégés. They served a range of distinctive cocktails made with WA-SPIRITS such as iichiko Saiten and iichiko Shinwa, captivating a full house.
“The concept was the fusion of cocktails and art. I didn’t adjust my cocktails specifically for the American market—instead, I challenged myself to present creations that felt true to my own style. The three cocktails that expressed color were designed to bring out the flavors of honkaku barley shochu. Japanese people are already familiar with the appeal of koji, but overseas bartenders may approach it with entirely new interpretations, creating even more exciting cocktails with koji-based spirits,” says Nomura.
From the London bartenders of Seed Library and Side Hustle came remarks about honkaku shochu such as, “The character feels funky and earthy,” and, “It has flavor and a distinctive nuance,” underscoring that it has more than enough presence to shine in cocktails.
Crafted with Japan’s traditional brewing techniques using koji fungus, honkaku shochu has continued to evolve and has now stepped onto a new stage as WA-SPIRITS, reaching out from Japan to the world. With iichiko Saiten, iichiko Silhouette, and the new iichiko Shinwa, top bartenders from around the globe crafted outstanding cocktails that visitors could savor. BCB Brooklyn once again proved to be a truly special stage for sharing the appeal of WA-SPIRITS.
Soran Nomura, owner-bartender of Quarter Room
(The iichiko Saiten bottle shown in the photo is an older design. The current product has a different label and shape.)
Greg Howitt (left) and Adrian Ford-Begg of Seed Library
Andrés Villagomez (left) and Leo Robitschek of Side Hustle
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A Brown cocktail made with iichiko Saiten by Nomura of Quarter Room
A Dinner Daisy made with iichiko Silhouette, served by Seed Library
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A 28 Martini made with iichiko Saiten, served by Side Hustle
Another offering from Side Hustle, a Soba Coconut Negroni made with iichiko Silhouette
A Green Cucumber Farm made with iichiko Silhouette, created by Kayama of Bar BenFiddich
A Saiten Mochi Ball made with iichiko Saiten, created by Kayama of Bar BenFiddich
A Saiten Bitter Hojicha made with iichiko Saiten, created by Kayama of Bar BenFiddich
A Saiten Banana Earl Grey Old Fashioned made with iichiko Saiten, created by Kayama of Bar BenFiddich