One of Japan’s most well-known Shochu brands, iichiko, is coming to the UK via an exclusive partnership with Speciality Brands.
The brand is already well established in the US market, where it has gained recognition amongst bartenders through cocktail competitions and sponsorship of The World’s 50 Best Bars.
As part of its growth strategy, iichiko is now targeting the UK as a key market for expansion into Europe.
“Since our launch in 1979, iichiko has cultivated a loyal following within the shochu category,” said Kazunori Nishi, president of Sanwa Shurui, iichiko’s parent company.
“Following our success in the US, we see strong potential in Europe, with the UK as a key focus. Speciality Brands is the perfect partner thanks to their strong experience with Japanese spirits and their broad on-trade connections.
“By working together and leveraging their expertise and network, our aim is not only to grow the iichiko brand, but also to introduce and elevate the wider category of refined, delicious Japanese distilled spirits across the UK and other European markets.”
To deliver on these ambitions, Speciality Brands has developed a commercial plan aimed at building presence in the UK on-trade especially while leveraging its 50 Best Bar status.
That campaign will be supported by an in-depth educational programme led by Japanese spirits specialist Mikey Pendergast and tactical marketing activities including events, social media and PR to raise awareness and visibility of the brand.
Speciality Brands MD Chris Seale said: “We’re very excited to welcome iichiko to our portfolio. Shochu is building recognition globally with the brand being instrumental at driving awareness beyond its native Japan.
“We saw a lot of excitement from the trade around iichiko at the recent BCB London and are proud to have already placed the brand on cocktails menus at some of London’s most prestigious venues.
“We have a track record of building spirits brands in the market. The strength of our portfolio and our team’s expertise in premium Japanese spirits put us in very good stead to position iichiko shochus as a staple on the UK cocktail map,” he added.
