Following its debut in the United States, iichiko Saiten, a honkaku (single distillation) barley shochu, has finally made its triumphant return to Japan. On June 17, 2025—the official domestic launch date—a special event was held to mark the occasion, inviting members of the media and professionals from the bar industry to experience the world of iichiko Saiten through cocktails and presentations. Prior to the Tokyo launch, similar events were held in Fukuoka and Osaka, where top bartenders from around the world showcased original cocktails crafted with iichiko Saiten, unveiling a bold new expression of shochu—one that bloomed vividly in every glass.
Text & Composition: Contentsbrain / Photography: Koichi Mitsui /
English Translation: LIBER
Bringing Koji Spirits to the World: The Unveiling of iichiko Saiten and Shochu’s Bold New Frontier
On June 17, 2025, iichiko Saiten made its domestic debut at THE BAR in The Ritz-Carlton, Tokyo. The event opened with remarks from Kazunori Nishi, President and CEO of Sanwa Shurui Co., Ltd. (hereinafter referred to as "Sanwa Shurui"). Since its launch in 1979, the brand’s honkaku barley shochu iichiko—fondly known as “Shitamachi no Napoleon (The People’s Napoleon)”—has become a household name in Japan. Yet, shochu remains relatively unknown on the world stage. To change that, Sanwa Shurui has continued to uphold the wish passed down from its founding family: “Make iichiko shochu a global spirit.” iichiko Saiten is the embodiment of that vision.
Launched in the U.S. in 2019, iichiko Saiten is a honkaku shochu developed by Sanwa Shurui in collaboration with top local bartenders, with the goal of standing alongside global spirits like whiskey, gin, rum, tequila, and vodka. At the Tokyo launch event, two key figures involved in its development—Jacques Bezuidenhout and Kevin Diedrich—were in attendance to witness iichiko Saiten's official debut in Japan.
A Bold Entry into Bar Culture: The Future of Shochu × Cocktails
In the event’s presentation, Tetsuro Miyazaki from the Global Marketing Division shared the background behind the creation of iichiko Saiten, drawing on his experience working in the United States. In Japan, shochu is traditionally enjoyed with meals and often served in casual dining settings like izakaya. In contrast, distilled spirits in the U.S. are deeply embedded in bar culture, making it essential to introduce shochu through the medium of cocktails.
Miyazaki also highlighted the cultural difference in drinking approaches—Japan’s “subtraction-style” chuhai culture, where shochu is diluted with water or soda, versus the U.S.'s “addition-style” cocktail culture, which blends ingredients to create something greater. Crafted with koji—an essential element of Japan’s culinary culture—iichiko Saiten is a uniquely Japanese spirit. Made entirely from an all‑koji mash and crafted primarily from spirits distilled at atmospheric pressure, with a portion distilled under reduced pressure for added complexity. The final spirit is bottled at 43% ABV. In cocktails, it delivers the umami depth, powerful aroma, and long, satisfying finish that barley koji is known for. Its exceptional quality has been recognized at prestigious competitions such as the IWSC and SFWSC, earning numerous international awards.⇒iichiko Saiten
Experiencing the Allure of iichiko Saiten Through All Five Senses
At the event, guests were invited to compare iichiko Saiten with iichiko 25%, a staple product in Japan, and to enjoy a twist on a classic cocktail, with the base spirit swapped for iichiko Saiten. These tastings gave attendees a chance to experience the difference in character, with iichiko Saiten’s rich, full‑bodied flavor and long, satisfying finish standing out beautifully, even in cocktail form.
Adding an unexpected pairing to the experience, Mebukiya—a wagashi (traditional Japanese confections) maker and flour miller from Hanamaki, Iwate Prefecture—created original wagashi infused with iichiko Saiten exclusively for this occasion.
Plum and iichiko Saiten Mizu Manju, wagashi by Mebukiya made with iichiko Saiten
The first of the three wagashi creations was the Plum and iichiko Saiten Mizu Manju, in which iichiko Saiten was blended into a jelly made from Japanese ume plums. The Cocktail-Inspired Mizu Manju with Cream Cheese paired iichiko Saiten with white bean paste and cream cheese, resulting in a delicately layered flavor reminiscent of a rare cheesecake. As a parting gift, guests were served Cocktail-Like Hiyashi Shiruko, a chilled sweet red bean soup infused with iichiko Saiten-based kanten (agar jelly). These new taste experiences born from the fusion of Japanese spirits and wagashi showcased the remarkable versatility of iichiko Saiten in a whole new light.
In the latter half of the event, two internationally renowned bartenders took the stage to unveil their original cocktails—each one a quiet yet vivid expression of what honkaku shochu can become when reimagined through cocktails.
Exploring the Potential of iichiko Saiten with the World’s Top Bartenders
Kevin’s cocktails made with iichiko Saiten: Pear Pressure (left) and Shogun (right)
Leo’s cocktails made with iichiko Saiten: Oita Sunrise (left) and Soba Coconut Negroni (right)
Kevin Diedrich, owner-bartender of Pacific Cocktail Haven (P.C.H.) in San Francisco, was also involved in the development of iichiko Saiten. Named the No.1 bartender in the U.S., Diedrich is known for his distinctive style that skillfully incorporates Asian ingredients and flavors. He praised iichiko Saiten for its rich umami character and its versatility with both fresh fruits and savory elements. At the event, he presented two original cocktails: Pear Pressure, a refreshingly sweet and exotic drink combining iichiko Saiten with pandan leaf and concentrated Calpico; and Shogun, a creamy blend featuring white sesame and cucumber.
Kevin shaking up the crowd-pleasing Pear Pressure
From London, Leo Robitschek took the stage—Vice President of the Sydell Group, which operates the luxury hotel brand NoMad Hotels, and the man behind the food and cocktail programs across all NoMad properties since 2016. He showcased two inventive twists on classic cocktails using iichiko Saiten: the Oita Sunrise, a highball-style reimagining of the Pornstar Martini; and the Soba Coconut Negroni, crafted with soba tea, shiso, and coconut for a uniquely Japanese-inspired flavor profile.
Leo preparing the refreshing Oita Sunrise, made with iichiko Saiten, passion fruit, and tomato water
Leo noted that in today’s cocktail world, there is growing demand for complex savory and umami flavors. He praised iichiko Saiten as “a versatile spirit with the depth unique to Japan—one that could easily stand in for vodka or gin and serve as an entry point to shochu in the Western world.”
The cocktails crafted by both bartenders were true reinterpretations of honkaku shochu. They brought out the rich umami and distinct character of shochu in brilliant new ways through the medium of cocktails. Every glass hinted at a future where iichiko Saiten takes root in Western bar culture, and sparks new drinking occasions in Japan—expanding the possibilities for shochu’s future.
Bar Information
- Pacific Cocktail Haven (P.C.H.) (Kevin Diedrich)： 550 Sutter Street, San Francisco, CA 94108, USA
- NoMad London (Leo Robitschek)： 28 Bow St, London WC2E 7AW, UK
- THE BAR, The Ritz-Carlton, Tokyo：45th Floor, Tokyo Midtown, 9-7-1 Akasaka, Minato-ku, Tokyo, Japan
A Fusion of Creative Spirits: Events in Fukuoka and Osaka
Fukuoka Venue
The Fukuoka event, held at “Bay” in The Ritz-Carlton Fukuoka, featured two acclaimed bartenders from distinct backgrounds: Justin Park, owner-bartender of Bar Leather Apron and Bar Maze in Hawaii, and Tom G Liu, head bartender at Thunderbolt in Los Angeles.
Tom focused on the “pure expression of the base ingredient” in iichiko Saiten, describing it as something that offers “the kind of fresh innovation now sought after in the world of craft cocktails” and “a spirit that expands the creative possibilities for bartenders.” He presented two original drinks: Fu Gwaa Falsetto, which paired iichiko Saiten with bitter melon, and Grow a Pear, which combined two types of pear with soba tea.
Tom pouring a Grow a Pear
Justin, on the other hand, presented two vibrant cocktails: El Umami, a refreshing blend of mezcal, strawberry, and tomato, and The Boomerang, accented with the spicy citrus kick of yuzu kosho—a Japanese condiment made from yuzu citrus peel and chili peppers. He highlighted how the depth and clarity of iichiko Saiten harmonize beautifully with a wide range of ingredients, making it ideal for creative and unconventional mixing styles. He also noted its excellent compatibility with citrus fruits like yuzu and lemon, as well as spices such as pepper, stating that “shochu is now at a turning point, ready to enter its next stage.”
Justin preparing an El Umami
Osaka Venue
Atsushi Nakayama (left) and Erik Lorincz (right) mixing side by side
At the event held at The St. Regis Bar in The St. Regis Osaka, bartender Atsushi Nakayama of Angel’s Share in New York presented two original cocktails inspired by the name Saiten —a reference to color and brilliance —and the changing seasons of Japan.
A Foggy Day was a refreshing highball-style cocktail with a delicate hue, accented by cherry blossom. Representing summer, Mai Tai offered a unique tropical twist, blending the tartness of passion fruit and coffee with the toasty aroma of almond.
Erik Lorincz of Kwãnt Mayfair, a renowned bar in London, also presented two original cocktails. The first, My Garden Is Your Garden, was inspired by tomatoes from a home garden and used even the tomato skins to capture the ingredient’s full essence. The second was a vibrantly colored cocktail named Rhiza, after the Greek word for “root,” and made with beetroot. Erik praised iichiko Saiten for its bold character that holds up even when served straight, describing it not as a supporting ingredient but as a spirit capable of taking center stage. He highlighted its versatility, noting its ability to pair effortlessly with both sweet and savory flavors, and emphasized the confidence it gives bartenders to explore a wide range of ingredient combinations.
Bar Information
- Bar Leather Apron (Justin Park)：745 Fort Street Mall #127, Honolulu, HI 96813, USA
- Bar Maze (Justin Park)）：604 Ala Moana Blvd, Honolulu, HI 96813,USA
- Thunderbolt (Tom G Liu)：1263 W Temple St, Los Angeles, CA 90026,USA
- Angel’s Share (Atsushi Nakayama)：45 Grove St, New York, NY 10014, USA
- Kwãnt Mayfair (Erik Lorincz):：52 Stratton St, London W1J 8LN, UK
- Bay, The Ritz-Carlton Fukuoka：24th Floor, Fukuoka Daimyo Garden City, 2-6-50 Daimyo, Chuo-ku, Fukuoka, Japan
- The St. Regis Bar, The St. Regis Osaka：12th Floor, 3-6-12 Honmachi, Chuo-ku, Osaka, Japan
With the domestic launch of iichiko Saiten, honkaku shochu is now stepping into a bold new era. Rooted in tradition yet resonating with global bar culture, it reveals fresh possibilities with every glass. Each sip offers a glimpse into how Japan’s native distilled spirit can evolve into a truly global one. Carrying the rich umami, distinct character, and boundless versatility of shochu, iichiko Saiten is poised to redefine its future on the world stage.