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UPDATE The EPA Brings Shochu into the EU With the -European Union Economic Partnership Agreement (EPA), shochu stands to find its place in the world market

apanese . In the Western president Mitsuhiro Takahashi said, J world, it usually refers to “Our main product is shochu. nihonshu. In Japan, however, sake At the World Fair, we introduced means alcohol, and shochu is another nihonshu as a brewed beverage and traditional Japanese sake for the rice shochu as distilled. Both are Shochu bottles from three makers. world to explore. made from rice—Japan’s principal Bottle shapes and sizes differ by product, and when the EPA goes into effect, The distilled spirit with a five- crop. We offered a tasting of rice Pairing TAKAHASHI SHUZO rice shochu with relaxing restrictions on bottle quantities, at the Expo Milan 2015. This new category hundred-year history is fermented shochu with sushi to show visitors makers can use their original bottles of alcoholic beverage captivated Italian bartenders. with a koji mold () how well it pairs. It was quite a hit.” that were designed for individual products. before . Its medley of After the positive response in ingredients gives it distinctive 2015, TAKAHASHI SHUZO’s characteristics, including complex European exports increased 112.5% flavors and aromas. the following year. In 2017, the Made from sweet potatoes, , year-over-year growth rate rose to , rice, or brown sugar, shochu 268.5% and continues upward. In brings a new proposition to the Europe, they currently export to table as a spirit (alcohol content the U.K., the Netherlands, Belgium, Presidents of three shochu makers. Left: Mitsuhiro Takahashi, president of TAKAHASHI SHUZO CO., LTD. between 25% and 45%) that can and Sweden, and the number of Center: Shinichiro Watanabe, president of Kyoya Distiller and Brewer Co., Ltd. be served with food. A new category countries is increasing. Right: Kazuto Hombo, president of Hombo Shuzo Co., Ltd. in the beverage world. Distillers are exploring new ways Nihonshu, as a form of , is to bring shochu to the Western easier to pair with food from a world, including a craft using Kyushu. Perfect before, during, or promote trade, facilitate investment, reputation, and other valuable to bring the real taste of Japanese Western perspective, making it sweet shochu as its base called after meals. Yuzugin has gained create new jobs, and bring a sense characteristics. This agreement will shochu to Europe. Also, the relaxed easier to market. However, shochu Yuzugin from Kyoya Distiller and popularity in the U.K. After trying of competition to the market while help prevent imitations from appearing restrictions on quantity per bottle stands to hold its own on the global Brewer Co., Ltd. the shochu-based gin, many have boosting the overall economy. on the world market—which is will allow us to export original gourmet scene. “We wanted to propose a new shown interest in shochu.”—Shinichiro The EPA protects Geographical good news for the shochu makers of bottles and caps that we carefully Japan’s southern island of Kyushu spirit that one could enjoy like Watanabe, President of Kyoya Indications (GI) as intellectual Japan. designed for each product, providing is home to many distilleries, including whiskey or at a . Yuzugin Distiller and Brewer Co., Ltd. property, using a distinct sign to “The EPA will improve recognition consumers with a wide variety of TAKAHASHI SHUZO CO., LTD, offers a clear, fresh flavor with a Negotiations for the EPA started indicate a product as originating of the Kyushu brand as Shochu Island. options to enjoy.”—Kazuto Hombo, which introduced its rice shochu at balance between and in 2013 and were finalized in 2017. from a particular country, region, Under GI protection, Japanese President of Hombo Shuzo Co., the Expo Milan 2015. The company citrusy both sourced from Once in effect, lower tariffs will or locality to preserve quality, shochu makers can unite their efforts Ltd. Now, for a toast…

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