Here is an exciting collaborative project between BEAMS and Japan’s three largest
shochu makers! “Hakutake” rice shochu (Takahashi Shuzo), “Iichiko” barley shochu
(Sanwa Shurui), and “Shiranami” sweet potato shochu (Shatsuma Shuzo) are now
available in original BEAMS JAPAN packaging. The packaging features an illustration
designed exclusively for this project by Non, an actress who is expanding her sphere of
activity as a creative artist. Collaborative items including T-shirts will also be on sale at
Through this project, BEAMS will suggest fun ways for visitors to sit back and unwind in the company of shochu. Begin by checking out “Shochu no Susume – It’s Shochu Time!” an online movie introducing an imaginary bar that will help you find out what it’s all about. Non, the bar’s happy-go-lucky hostess, will ease your worries and make you feel right at home. Snack BEAMS JAPAN, the bar with a warm welcome for all, is now open for business!
Non’s profileActress and artist
Born in 1993 in Hyogo Prefecture. She played the main character in the animation film “In This Corner of the World” released in 2016. The film earned high evaluation by critics; winning the “Jury Special Award” at the 38th Yokohama Film Festival, where Non was awarded the “Examiner Special Award”. The work also won “Best Animation Award” at the 40th Japan Academy Awards. In 2017, Non launched her own label “KAIWA(RE)CORD”, releasing the singles “I Want to Become a Superhero”, “RUN!!!” and her album “Super Heroes”. In June, 2019, she released a mini album “Baby Face”. In 2018, Non debuted her first art exhibition “non-Solo Exhibition ‘A Girl Snarls Out’”.
In addition to single-serve cups of shochu featuring BEAMS JAPAN’s original packaging and T-shirts, both of which are illustrated by Non, TOKYO CULTUART by BEAMS also produced a lineup of special goods for this project: T-shirts, caps, and bags inspired by Hakutake’s ingredient of rice, Iichiko’s barley, and Shiranami’s sweet potato.
“Shochu no Susume – It’s Shochu Time!”
Single-serve cups of shochu featuring original packaging
Hakutake single-serve cup of shochu in original “Shochu no Susume” packaging¥300 +tax
This shochu is characterized by its mellow umami, an appetizing aroma achieved through the use of a new distillation method, and the natural sweetness of distilled rice spirit.
Iichiko single-serve cup of shochu in original “Shochu no Susume” packaging¥300 +tax
A soft mouth feel and rich flavor which remain even after adding water－enjoy the genuine taste of honkaku shochu, which is exclusively made for the 20% ABV version.
Shiranami single-serve cup of shochu in original “Shochu no Susume” packaging¥300 +tax
This shochu, with the delicious sweetness and distinctive aroma of sweet potato, is created by skilled craftsmen using traditional methods handed down for generations in Kagoshima.
T-shirts featuring the same design as on single-serve cups of shochu. Non, the artist, created illustrations inspired by rice, barley and sweet potato, the ingredients of shochu.
Shochu with hot water
The golden ratio for shochu with hot water is 6 parts shochu and 4 parts hot water, which is called Roku-Yon in Japanese. Pour 70℃ hot water into a glass and then add sweet potato shochu into it (the key is to add shochu later).
The recommended ratio for shochu with water is 5:5!
Another recommended recipe
Mix with fizzy soda and a dash of rich satsuma orange for a sharp yet fragrant twist. Your regular tipple of shochu will transform into a fruity and vibrant cocktail.
Highball (shochu with soda)
The recommended ratio is 1 part shochu and 2 parts soda water. Pour shochu into a glass with ice, add chilled carbonated water, stir once, and it’s ready.
The recommended ratio for shochu with water is 3:7!
Another recommended recipe
Squeeze a lemon in a glass of highball to add a refreshing acidic finish to the drink.
Shochu with soda
Pour shochu and fizzy water into a glass with ice, with a ratio of 5:5. If you use lemon- flavored carbonated water, it will have a refreshing flavor just like a fresh lemon sour cocktail.
The recommended ratio for shochu with water is 6:4!
Another recommended recipe
Mix with fizzy soda and a dash of lemon or kabosu citrus from Oita to increase its freshness and flavor.
BEAMS JAPAN, Shinjuku, Tokyo will hold an event called “Shochu no Susume – It’s
Shochu Time!” BEAMS will suggest fun ways for visitors to sit back and unwind in the
company of shochu, taking this opportunity to convey the taste and profound culture of
“Hakutake” rice shochu, “Iichiko” barley shochu, and “Shiranami” sweet potato shochu
to everyone. Various items will be on sale at the venue, including three kinds of single-
serve cups of shochu featuring original packaging and special illustrated T-shirts, as
well as limited items produced by TOKYO CULTUART by BEAMS. You can also
watch “Shochu no Susume – It’s Shochu Time!” an online movie introducing an
Nov. 1 (Fri.) – Dec. 4 (Wed.), 2019
3-32-6 Shinjuku, Shinjuku-ku, Tokyo
<BEAMS JAPAN> Sales of single-serve cups of shochu “Hakutake,” “Iichiko”, and “Shiranami” featuring BEAMS JAPAN’s original packaging and T-shirts with Non’s original design <TOKYO CULTUART by BEAMS> Sales of limited items (T-shirts, caps, and bags) produced by TOKYO CULTUART by BEAMS featuring original packaging and T-shirts with Non’s original design, and the opening of a temporary bar called “Snack BEAMS JAPAN”
“Shochu no Susume – It’s Shochu Time!” provides videos introducing Kyushu, shochu
booklets, and Izakaya maps at the Japan Cultural Expo (see below for details).
About the Japan Cultural Expo
The Japan Cultural Expo is a large-scale nationwide project to showcase Japanese culture, which is held to coincide with the Tokyo 2020 Summer Olympics. This Expo is designed to provide foreign visitors, as well as Japanese people, an opportunity to know more about the beauty of Japanese culture handed down since ancient times. Agency for Cultural Affairs: https://www.ntj.jac.go.jp/nihonhaku/
Shochu Book (Free)
This covers a broad range of information such as recommended restaurants in Oita,
Kumamoto and Kagoshima areas, great ways of drinking shochu, and facts about the
interesting world of shochu.
Available at:BEAMS JAPAN (Shinjuku, Tokyo)
3-32-6 Shinjuku, Shinjuku-ku, Tokyo 160-0022
Kyushu Izakaya MAP
This provides information on recommended restaurants in Oita, Kumamoto and
Kagoshima (with coupons for a free shochu).
Take this opportunity to enjoy Kyushu’s local taste in shochu paradise.