From Tochigi, the birth of
craft liqueur with no colouring agents!
<Part 2>

This month we talk about a craft liqueur maker that embodies 'small-scale', 'local culture' and 'independent'.Let us introduce you to Tochigi Liqueur's efforts to bring a uniquely Japanese liqueur culture to bartenders and consumers alike.

writer：Ryoko Kuraishi

The cultivation of Kunimi tangerines has continued for more than half a century in the Hachimizo Mountains in eastern Tochigi Prefecture.The sight of children from local kindergartens picking tangerines is a local tradition. There are currently five growers in five households, three of whom are in their 80s.

Tochigi Liqueur started distribution in February this year.
The current line-up comprises 20 varieties, including Decuple Sec, a liqueur made from the rind of tangerines from Kunimi, Nasukarasuyama City, and Lumine de L'Abreu, a yuzu cello made from the juice of a seedless yuzu called the 'fantastic yuzu' from Niisato, Utsunomiya City.


The Diez series, which conveys the charm of the region with seasonal ingredients, and the M series, based on Tochigi strawberries and developed as a product range for women, with planned products based on playful ingredients such as Nikko cedar and mandarin oranges & coffee....... New products are also being released one after another.


Four liqueurs from the Diez series were awarded silver and bronze medals at the recent British Liquor Awards in the UK, beating a number of long-established manufacturers, and the quality is well documented.

The relationship between farmers and customers, who value direct sales, sometimes lasts for decades. They are more concerned with quality than quantity, and are thorough in their soil management. ...... This is how the fruit is finally borne.We are grateful for our good fortune and vow to repay the favour with carefully prepared liqueurs.

Visiting production areas across the country

Tochigi Liqueur is a liqueur made from attractive agricultural products not only from Tochigi, but also from all over the country.


Producers and local authorities from all over the country ask to use our produce.In the production process, Mr Hara actually visits the production areas, tastes the seasonal ingredients and carefully selects them after a series of dialogues with the producers.


The first thing is to be able to imagine the finished product and its distribution.
Who do you want to deliver the liqueur to, and will they be happy with it when you deliver it?
You can't make a liqueur if you don't have a specific target in mind.


The most important driving force is to listen to the producers, get to know their personalities, and feel that we want to make liqueurs and work together with them.


For example, a tangerine farmer in Kunimi, Nasukarasuyama City, who produces traditional no-wax tangerines, was facing a succession problem due to the ageing of his farmers.
Local people know about Kunimi tangerines, but do not know that there are only five farmers producing them and that three of them are in their 80s.


But by making a liqueur from these tangerines, there is the possibility of spreading awareness of the Kunimi region and its history.
Although we are doing our best just to produce the product, we also want to actively disseminate information and contribute to the region in any way we can in the future.


Producers are also trying to support and spread the word about Tochigi Liqueur by buying our finished products.
We are a manufacturer supported by the producers, so it is a prerequisite that we make products that will please them."

A scene from the practical training conducted at a sake brewery in Tochigi Prefecture.Mr Hara says that gaining manufacturing experience is the gateway to the manufacturing industry.

In addition to these stories, the high quality of the products, with no added colouring or preservatives, and the made-in-Japan manufacturing background are elements that bars are looking for today.


With the recent craft boom, bartenders and drinkers are placing more emphasis on products with a "visible" creator and story.
In fact, an increasing number of bars, mainly in Tokyo, are selling Tochigi liqueurs.


'The number of domestic liqueurs is small and they are not a standard drink in bars, but we want to connect with bartenders across the country and build relationships of trust, with the aim of one day having them as a matter of course in the back bar.The first step towards this is to establish a relationship with the bartenders.


To achieve this, we must first have a range of products that bartenders will find 'interesting and want to use'.
We make our liqueurs with a specific person in mind, such as the bartender to whom we want to deliver the finished liqueur or the bartender we admire.


I would be happy if the bartenders could take the liqueurs, each with its own character, and turn them into new cocktails with their own ideas and freedom."

A tasting event for bartenders is currently being planned. It will be combined with several base spirits and a tasting & workshop will be held.

'I was told by a bartender living in Beijing: 'Foreign fruits are less sour and sweet than Japanese ones.Adding Tochigi liqueur, which has a freshness to it, will give the cocktail a great breadth of flavour.
It was like the scales fell from my eyes when he pointed out that 'that's why there is a need for it abroad'.


First of all, we aim to become a trusted liqueur brand loved by fans in Japan, but eventually we would like to develop it with a view to exporting."


In order to promote the appeal of liqueurs not only to bars but also to consumers in general, the company also participates in events held at the prefectural office and Utsunomiya station, where it offers tasting opportunities.


As liqueurs have a minor presence outside bars, it is important for them to actually taste the liqueurs and introduce the stories behind each liqueur, as well as how to enjoy them at home.


When we advertise at these events, we receive applications from local female university students, which is a trend that did not exist when we were a bar.
The attention from the younger generation has prompted Mr Hara to respond, saying, "This is a new way to connect young people with the sake culture.

The sales event held at JR Utsunomiya station recorded the fastest sales ever.The atmosphere created by the young part-time staff and the love of Tochigi among the people who stopped by.The event was a fruitful one, with many things linked together" (Hara).

OEMs bringing bartender ideas to life

Localisation, which expresses the company's commitment to its hometown and its contribution to the region by working hand in hand with local producers and producers.


In addition, Tochigi Liqueur focuses on OEM.
Mr Hara says it is his way of repaying the kindness of his fellow bartenders who supported the launch of Tochigi Liqueur.


We have a small-scale production using four small tanks, so we can realise bartenders' ideas of using the liqueur on site as custom-made liqueurs.


We would like to encourage bartenders who are interested in manufacturing to use the system and realise their ideas of 'I wish I had something like this'."

<a13> Farmers, drinkers and bartenders.
Mr Hara wants to work hand in hand with the various people involved in the liqueur industry and carry out manufacturing with sincerity.


The craft liqueurs produced in this way should further boost Japan's cocktail culture.