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Suntory, Asahi to boost shochu exports to US, UK

TOKYO - Suntory Ltd and Asahi Breweries Ltd will crank up exports of shochu spirits to the United States and the United Kingdom, in an effort to tap the growing popularity of Japanese food in those countries.

The companies already markets products such as whiskey and beer in the two countries.

Suntory rolled out a type A shochu brand in the United States last July and sold 1,000 cases by year's end. Suntory projects sales of 5,000 cases there this year. One case is equivalent to a dozen 750-milliliter bottles.

Until now the major brewer has sold only 1.75 liter bottles for commercial use in the United States, but this month it will release a 750ml bottle to be sold in supermarkets and Japanese restaurants.

The product is expected to have a price tag of about US$13 (1,400 yen).

Asahi released a type B shochu in the United Kingdom in March 2003 and sold 5,000 700ml bottles by year's end, mostly to restaurants.

In that country, the company plans to double the number of stores that carry the product and sell 10,000 bottles this year.

Japanese cuisine has become increasingly popular in the United States and the United Kingdom as health food.

Although overseas shochu sales are still low, the breweries will bolster sales efforts on expectations of synergies with other alcoholic beverages.

A little less than half of the total amount of shochu exported from Japan in 2003 went to the United States and the United Kingdom.

(Asia Pulse/Nikkei)

Jun 11, 2004

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