Bringing Awamori to the global bar scene.
The birth of Japanese hard liquor in Okinawa.
<Part 2>>

At the end of October, 'Sho' was opened to the public at the Okinawa 'Industry Festival'.How did visitors react and what will happen in the future?We take a closer look at the Sho project, which united young people in the awamori industry to take on the challenge.

writer：Ryoko Kuraishi

'Industrial Festival' booths.

'Sho' finally opens its doors to the public!Will drinkers react to ......?

25 Oct.The largest comprehensive industrial exhibition in Okinawa Prefecture, the Industry Festival, opened.
The Industrial Festival, which Sho chose as the stage for its first debut, is a major event, attracting more than 200,000 visitors over the three days, and brings together everything from primary to tertiary industries in Okinawa Prefecture.


We ask Mr Igei about the day of the 12 companies' joint booth and what the reaction was from the people of the prefecture who tasted the products.


Many of the visitors to the Awamori stand at the Industry Festival are looking for traditional quality Awamori.
Nevertheless, the Sho booth was very busy and there was hardly a break in the flow of people throughout the three days."

Around 2,000 people tasted the products over the three days!
Interestingly, many people asked, "Is this an old wine?"was a frequent query.

The Sho booth was visited by 2000 people.On the day, explanations of the quality of the sake, the background to its development and the origin of its naming after the royal family of the Ryukyu dynasty, the roots of Awamori, were given.

'The most common impressions we received were that it was 'sweet', 'smooth' and 'uninspired'.
This is also true of the impressions of old wines.


Many people were surprised by the new taste, which was not found in conventional Awamori.
The alcohol content of 40% was also a surprise.
The smooth mouthfeel made the alcohol content seem lower."


Those familiar with spirits apparently imagined a cleaner, more homogenised taste like vodka from the 'three distillations' data.
The fact that each distillery's character is clearly expressed in the actual drink was also a surprise.


'With the intention of developing a completely new market, it was a surprise to us that fans who have a strong attachment to traditional Awamori also took to it favourably.
Go for it!I could feel the people of the prefecture's support for me].

Igei (far right) and other members of the development project.

The future of Awamori as envisioned at the bar.

The 'sweetness of the rice' and 'cleanness' that we developers were aiming for were at the forefront of the quality of the sake, and I think that was conveyed to the visitors.
This means that if the brewers can clarify their intentions and express them clearly in the quality of the sake, the drinkers will also be able to understand them.
All the brewers were able to reaffirm that the direction of this initiative was not mistaken.


In that sense, I think it was very significant that we were able to present the product to the general public in this way.


As for the future of 'Sho', although it is a joint development by 12 companies, each product is different and each company has its own way of selling it.The future of Sho is a joint development of 12 companies, but each product is different, and therefore each company has its own way of selling it.
Some offer their products in the bars of nearby resort hotels, while others offer them on a limited basis only at the distillery.


Mr Igei of Zuisen Shuzo is focusing on presenting the product to the bar scene and is currently visiting bars in Tokyo with the product to have them create cocktails using Sho Zuisen.


He says: "The bartenders told me that it was sharp and smooth, and that it didn't feel like Awamori, but still had a rice-derived character that was different from tequila, vodka or rum.
They also said it would make an excellent cocktail side dish."

The company pursued its potential as a cocktail through a process of trial and error.On the right is a Shozuisen-based daiquiri made at a bar.I liked how the drink was dry, but had a gentle sweet aroma reminiscent of honey that passed through the nose," says Igei.

The most impressive cocktail was an awamori tonic made for us at a bar.
It was a simple cocktail - just our Sho poured with Fever Tree Indian tonic and garnished with a lime - but the simplicity of the cocktail made the Sho's character stand out.
It was soft, slightly sweet and gentle to drink, and really brought home the nourishment of a cocktail made with rice-based spirits.


The martini was also delicious, dry but with a softly sweet aftertaste.
I've been to a number of bars, but generally cocktails with a simple structure seem to suit me.


The reason he is so particular about cocktails is that he wants to use Tokyo bars as a springboard to introduce them to the rest of the world.
The reason he insists on cocktails is because he wants to use Tokyo's bars as a springboard to introduce Awamori to the rest of the world.


'This is an unprecedented product for Awamori, tackling it with a production method that is new to us.
I can say with confidence that this process (multiple distillation) will expand the possibilities of Awamori.
Mr Igei says: "I want to further refine 'Sho', diversify the flavours and explore the possibilities of Awamori.


How will Awamori-based cocktails really evolve?
Expectations in the bar scene seem to be growing ever higher.