Hamada Syuzou Co., Ltd. unveils its latest creation, ‘CHILL GREEN bitter & tropical’, enhancing the botanical shochu series. Featuring barley and rare Galaxy hop, this unique blend is designed to attract a new consumer base and revitalise shochu’s image.
In a notable advancement in the spirits sector, Hamada Syuzou Co., Ltd. recently launched its latest product, “CHILL GREEN bitter & tropical.” This innovative addition to their expanding botanical shochu series debuted on February 18, 2025, and aims to enhance the profile of shochu within the evolving landscape of Japanese alcohol consumption.
Strategically positioned in Ichikikushikino City, Kagoshima Prefecture, Hamada Syuzou has crafted a reputation for transforming traditional alcoholic beverages. Their new creation pairs the unique characteristics of barley shochu with the rare Galaxy hop, which constitutes just 1% of global hop production. This combination produces a distinctive flavour profile that evokes the sensation of pink grapefruit, accentuated by crisp citrus notes and a pleasantly bitter finish.
The introduction of “CHILL GREEN bitter & tropical” follows the successful rollout of “CHILL GREEN spicy & citrus” in February 2023, which captivated consumers with its sharp, citrusy flavour derived from maqaw spice. This shift illustrates a broader trend in the Japanese alcoholic beverage market, where innovatively flavoured options are attracting a fresh consumer base. Industry observers have noted this new wave of flavour-centric drinks contributes to a revitalisation of shochu, moving away from its traditional image and enhancing its appeal.
In terms of experience, the company recommends mixing the “bitter & tropical” variant with soda water, prompting innovative consumption methods. The recommended mixing ratio is 1:2 for a pronounced pink grapefruit taste, while a 1:1 mix offers a richer, passion fruit-like essence. This clever approach serves to reinforce shochu’s popularity as a versatile table drink, encouraging pairings with various dishes.
Hamada Syuzou’s commitment to aesthetic quality is also evident; the newly designed bottle retains the wine bottle shape of its predecessor, which won the Lilly Franky Award at the 20th Glass Bottle Awards. The brand’s visual identity includes an “organic pink” hue, symbolising the hop representation.
Looking ahead, Hamada Syuzou is set to expand its market presence significantly. The company plans to exhibit at the renowned Bar Convent Berlin event in Singapore on March 2–3, 2025, with aspirations to introduce their product range to markets in Mainland China, Taiwan, and South Korea.
As the overall Japanese alcoholic beverage industry faces challenges, Hamada Syuzou aims to play a pivotal role in re-defining spirits through innovative flavours and strategic expansions. The official launch of “CHILL GREEN bitter & tropical” thus stands as a significant development in the shochu category, reflecting a wider marketplace embracing creativity and diversification in alcoholic offerings.
Source: Noah Wire Services
