Shochu, the most consumed alcoholic beverage in Japan, gains fans in Brazil

When we think of japanese alcoholic drink , probably the first thing that comes to mind is sake. but it’s the shochu the iconic alcoholic drink in japan, invariably found in bars, restaurants, markets and convenience stores throughout the archipelago.

Shochu’s story

Shochu (pronounced shoo-choo) is a distilled beverage based on water, koji – the same fungus used in the production of sake, miso and shoyu – and a main ingredient that can be, most commonly, rice, barley, wheat buckwheat, brown sugar and sweet potato. Its alcohol content can vary between 15% and 45%, but the most common is around 25%.

The drink was born in Kyushu, one of the main islands of Japan, and today it is produced throughout the country. Its main feature is that, as it is distilled only once, it preserves the most delicate flavors and aromas, extracted from its main ingredient. Awamori, which is believed to be the predecessor of shochu, is made exclusively from rice, water and black koji and is produced only in Okinawa Prefecture. It can be aged in ceramic pots and its alcohol content is between 30% and 43%.

In Japan, shochu is sold more than nihonshu – the fermented rice-based beverage that is known as sake outside of Japan. In 2020, the demand for shochu represented 15.4% of the total alcohol consumed throughout the country , versus 4% for sake. However, when we look at export numbers, the scenario is reversed.

In 2021, sake exports hit a record US$295 million against just US$13 million for its fellow countryman shochu. This is due in part to the strong investment in promotion actions and subsidies to the export of sake, promoted by the JSS (Japan Sake and Shochu Producers Association) and by the Japanese government.

Here in Brazil, for example, the Sake Festival was held for two consecutive years, with the aim of teaching Brazilians about sake and thus expanding its consumer market.

Shochu’s turn

Organized by Mega Sake and Roberto Maxwell, a Brazilian living in Japan for 17 years and a specialist in traditional Japanese drinks, the second edition of the The Shochu Academy takes place in the coming days, in São Paulo and Rio de Janeiro.

“Japan has become a reference for the highest quality in the production of alcoholic beverages and it is only natural that the world is getting to know shochu and awamori better, traditional drinks that are widely consumed there. Shochu and awamori have such diversity and potential, and they have everything to be the next successes in the international beverage market”, says Fabio Ota, founder of Mega Sake, the largest content portal in Portuguese about sake.

The first edition of The Shochu Academy Brazil (TSAB) was held in March last year. The initiative, 100% funded by JSS, was dedicated to cocktail and catering professionals. It lasted two days and certified 22 students. This year, TSAB is the protagonist of JSS’s investments and gains a program with more body and visibility. The program, more extensive and multicity, will be held in São Paulo and Rio de Janeiro, in addition to having a series of documentaries recorded with some of the main names in Brazilian cocktails.

In São Paulo, TSAB will have two days of classes, the first dedicated to theory and the second entirely focused on practice – with tasting and creation of a drink per pair.

The available vacancies were filled by candidates who applied and were selected by a team of specialists that, in addition to Fabio Ota and Roberto Maxwell, also included sake sommelière Yasmin Yonashiro, who is part of the faculty, and consultant Vanessa Nakamura .

In Rio de Janeiro, the course takes place more quickly, lasting one day and will be by invitation only. At the end of the program, students will receive a certificate of completion of the course and will be able to disseminate the drink in bars and restaurants in Brazil.

“Since last year, I’ve noticed a change in bartenders’ attitude towards shochu and awamori. More people are talking about drinks and more bars have started to consider offering them on their menus. We are on the right path and I hope that the academy this year is as successful as it was last year”, says Roberto.