This is epitomised by its latest launches – a Fairy Yogurt Liqueur with yuzu and a sweet potato shochu crafted from upcycled snack byproducts.
Thank you for reading this post, don't forget to subscribe!It is also promoting amazake, a sweet rice malt drink made with koshihikari rice grown in its own paddy fields – which contains no added sugar and is known to confer benefits for skin and digestive health.
The amazake launch responds to rising demand for functional beverages among health-conscious consumers.
While amazake is non-alcoholic and departs from the brewery’s traditional offerings, its production uses rice and koji mould – the same core ingredients used in sake brewing. This maximises resources and diversifies portfolio, which enables broader reach to non-alcoholic drinkers, a growing segment as consumers increasingly move towards low- or no-alcohol.
Shiraso’s aim to capture a wider market segment is reflected in its pricing strategy, with its latest launch of raw junmaiginjo sake costing ¥3,400 for a 1,800ml bottle – a price that sits between the premium and mid-range bracket.
This balances accessibility with quality, appealing to a broader demographic of alcohol enthusiasts and casual drinkers.
These products were created in response to popular ingredients in Asia, as well as prevailing trends that include meeting sustainability goals and beauty from within.
The brewery currently exports to Taiwan and Hong Kong as its dessert-style alcohols are popular in those markets. It is looking to expand its Asian footprint by tapping the allure of Japanese culture and adhering to its longstanding motto of using only local ingredients for its products.
Innovative flavours and versatile applications of alcohol
Shiraso uses idle farmland to produce sweet potatoes, barley, chestnut, pepper, and coffee – all of which are used to brew and flavour its shochu.
“These are not common flavours for sake and shochu. At the same time, they are easy to drink,” said Maylene Palugod, brand ambassador for Shiraso Brewery, highlighting the appeal of using familiar ingredients not conventionally paired with Japanese rice wines.
Despite its alcohol content, the sweet, fruity, and refreshing flavours appeal to those less accustomed to drinking. Marketing alcoholic beverages as desserts is therefore one key strategy.
The Fairy Yogurt Liqueur, for example, contains eight percent alcohol. It can be consumed neat, on the rocks, or with ice cream. Made with raw milk from the Ashikaga region and the brewery’s own barley shochu, this dessert-style beverage is recommended for those who typically find alcoholic drinks overwhelming.
For those who are seeking stronger drinks, the coffee shochu contains 25% alcohol. It can be consumed on its own or turned into a dessert by pairing it with soda or milk.
The Sansho Shochu also contains 25% alcohol, but it offers the refreshing taste of Japanese pepper (sansho) and Nijo barley. The flavour is reminiscent of tonic cocktails, while some say the herbal flavour profile feels similar to gin, said Yuri Shiraso, the brewery’s director and fifth generation owner.
Pairing Sansho Shochu with chocolate highlights its versatility and expands its appeal – a practical marketing strategy that taps the versatility of sake and shochu.
More consumers are gaining awareness of the versatile applications associated with Japanese rice wines, and the brewery is banking on this trend.
For example, the Tochiakane Red sake is brewed with rice and natural strawberry flower yeast from the Tochigi Prefecture. Its refreshing taste with a hint of acidity makes it suitable as an aperitif or as a dessert wine.
Its premium sake, the Tochiakane Junmaiginjo, has a balance of umami and acidity from the combination of local rice and strawberry flower yeast, which can be paired with meals.
Profitability through innovation and sustainability
The brewery is working to expand its range and is exploring the combination of western alcoholic elements with Japanese rice wine.
Shiraso is experimenting with ageing shochu and sake in whiskey barrels, said Yuri. This approach aligns with the growing consumer demand for unique and cross-cultural alcohol offerings.
Shiraso Brewery also believes in collaborating with different organisations, which drives innovation, increases business opportunities, and encourages efficient use of resources.
Its latest shochu in the sweet potato range is a product of collaboration with snack firm Sokan Co., which uses only sweet potato cores for its production. By upcycling unused sweet potato portions into shochu, Shiraso not only minimises waste but also demonstrates how partnerships can drive sustainable innovation in the beverage industry.
It was a project that went through various trial rounds before it became “a unique shochu that not only tastes good but is also environmentally friendly”, said Palugod.
The Fairy Yogurt Liqueur is also a collaboration product. It is made from raw milk from farmers affiliated with the Ryomo Dairy Farm Association, a supporter of environmental causes and dairy innovation. The farmers are based in the Tochigi Prefecture, where Shiraso Brewery is located.
Flanked by mountains and the Nakagawa River, the brewery has convenient access to various resources from the natural landscape.
Using local raw materials was initially driven by practicality, as the rice shortage during the Meiji era motivated the second-generation owners of Shiraso to seek alternatives for producing alcohol.
The decision to continue this practice today is shaped by creativity and profitability, key to expanding into Asia’s retail and restaurant sectors in the coming year.
