Japanese shochu brand iichiko has signed an exclusive partnership with premium spirits distributor Speciality Brands, effective from 1 September.
The move is part of iichiko’s strategy to place shochu on the global spirits map, following its success in the US market where it gained recognition through cocktail competitions and sponsorship of The World’s 50 Best Bars. The brand has identified the UK as a key market for European expansion.
The partnership gives Speciality Brands the opportunity to expand its Japanese spirits portfolio, which already includes Nikka and Chichibu whiskies. To support the launch, the distributor has developed a commercial plan focused on building iichiko’s presence in the UK on-trade and specialist spirits retailers.
Activity will be supported by an educational programme led by Japanese spirits specialist Mikey Pendergast, alongside events, social media and PR.
Speciality Brands is launching three expressions:
- iichiko Saiten (70cl, 43% ABV, RSP £42.50)
- iichiko Shinwa (70cl, 43% ABV, RSP £42.50)
- iichiko Silhouette (72cl, 25% ABV, RSP £25)
Shochu is a traditional Japanese distilled spirit typically made from barley, sweet potato or rice. Unlike sake, which is brewed, Shochu is distilled – giving it a cleaner, drier profile. Its versatility and smooth flavour make it ideal for sipping neat, mixing in cocktails or pairing with food.
Produced by Sanwa Shurui in Oita Prefecture, iichiko is one of Japan’s leading barley shochu brands, known for its clean flavour and approachable style. The brand uses high-quality ingredients, traditional Honkaku distillation methods and soft volcanic spring water.
