Discover the Best Brews at American Shochu Company
American Shochu Company is the first shochu distillery in North America, owned by Taka Amano, a Japanese-American businessman. Amano’s inspiration to start the distillery came from a book called “Shochu Manufacturing Methodology,” which he picked up at The Brewing Society of Japan in Tokyo. He convinced the society to let him have the book due to his background in Japanese imports and education at one of Tokyo’s elite schools.
Shochu is a distilled Japanese spirit that is often confused with sake or South Korean soju in the United States. However, shochu is distinct from sake as it is made from vegetables, grains, sugar, barley, or sweet potatoes, whereas sake is brewed from rice. Shochu is fermented with a special mold called koji and undergoes parallel fermentation, where saccharification and fermentation occur simultaneously. This process sets shochu apart from other alcoholic beverages.
Shochu is a small category of beverage imports in the United States, unlike Japanese whisky or sake. In 2018, shochu only represented about 5,300 cases, showing limited awareness and popularity among American consumers. To introduce shochu to the American market, Amano started his own distillery called American Shochu Company and created a shochu called Umai!.
Umai! is made with organic pearl barley and fermented with the specific strain of koji called aspergillus luchuensis, which Amano registered himself in the USDA database. Amano also had to decide between using sweet potatoes from North Carolina or barley for Umai!, and ultimately chose barley. Umai! is considered a craft product and is produced in a 210 square feet distillery equipped with lab equipment and a Turbo 500 experimental still.
To promote shochu and expand its market in the United States, Amano believes that cocktails are the way to go. Bartenders can play a significant role in driving the growth of shochu by incorporating it into their cocktail programs. Celebrity chef Bryan Voltaggio was the first customer to feature Umai! in his restaurant, Volt, and he appreciates the versatility and low-alcohol content of shochu. Amano sees similarities between shochu cocktails and the success of hard seltzers, as they provide a low-alcohol, easy-to-drink option for American consumers.
Amano understands that Americans may struggle to correctly identify shochu, so he focuses on marketing Umai! as a smooth and trendy drink made in Maryland. By emphasizing its unique qualities and origin, he aims to spark interest and draw more people to recognize and try shochu. Despite the confusion surrounding the name, there is a clear market for shochu in the United States that Amano and other shochu producers want to tap into.
Key Takeaways
- American Shochu Company is the first shochu distillery in North America, owned by Taka Amano.
- Shochu is a distilled Japanese spirit made from vegetables, grains, sugar, barley, or sweet potatoes, and fermented with koji in parallel fermentation.
- Umai! is American Shochu Company’s craft shochu made with organic pearl barley and fermented with aspergillus luchuensis, and marketed as a smooth and trendy drink made in Maryland.
- Cocktails can drive the growth of shochu in the United States by offering a low-alcohol, easy-to-drink option for American consumers.
- Despite the confusion surrounding shochu’s identity, there is a clear market for it in the United States that Amano and other shochu producers aim to tap into.
Understanding the Distinctive Characteristics of Shochu
Shochu is a distilled Japanese spirit that is often confused with sake or South Korean soju in the United States, but it has unique characteristics. While sake is brewed from rice, shochu is made from a variety of ingredients, including vegetables, grains, sugar, barley, or sweet potatoes. Shochu is fermented with a special mold called koji and undergoes parallel fermentation, where saccharification and fermentation occur simultaneously. This process sets shochu apart from other alcoholic beverages.
The different ingredients used in the production of shochu also give it a unique taste profile. Sweet potatoes and barley, for example, produce shochu that has a sweeter taste and aroma, while rice and grains like buckwheat and soba produce shochu that is drier and earthier in flavor. The specific strains of koji used in shochu production also affect the taste and aroma of the final product.
Compared to sake, shochu is distilled at a much higher proof, often ranging from 25-45% ABV. This makes it a popular choice for cocktails and mixed drinks, as it adds a unique flavor and depth to the drinks.
| Ingredient | Taste Profile |
|---|---|
| Vegetables | Mild, earthy |
| Grains | Dry, earthy |
| Sugar | Sweet, light |
| Barley | Sweet, nutty |
| Sweet Potatoes | Sweet, fruity |
Shochu is often compared to South Korean soju due to their shared distillation process, but the two spirits have distinct differences in taste and production. While soju is distilled from grains like rice, wheat, or barley, it is often diluted after distillation, resulting in a lower alcohol content. Shochu, on the other hand, is distilled at a higher proof and is often aged for longer periods, resulting in a smoother and more complex flavor profile.
Conclusion
Shochu is a unique Japanese spirit that is distilled from a variety of ingredients and fermented with a special mold called koji. Its flavor profile and distillation process distinguish it from other alcoholic beverages like sake and South Korean soju. Understanding the distinctive characteristics of shochu is important in promoting its popularity and expanding its market in the United States.
Shochu’s Limited Awareness and Popularity in the United States
Shochu is a small category of beverage imports in the United States, unlike Japanese whisky or sake, with limited awareness and popularity among American consumers. In fact, shochu only represented about 5,300 cases in 2018, leaving it relatively unknown to the American market. This lack of familiarity may stem from the confusion surrounding shochu and its distinction from other Japanese beverages, such as sake and Japanese whisky.
Shochu is often mistaken for sake due to its Japanese origin, but the two are quite different. While sake is brewed from rice, shochu is distilled from a variety of ingredients, including vegetables, grains, sugar, barley, or sweet potatoes. Furthermore, shochu undergoes parallel fermentation, where saccharification and fermentation occur simultaneously, using a special mold called koji. This unique process sets shochu apart from other Japanese alcoholic beverages.
Despite shochu’s limited presence in the American market, Taka Amano, founder of American Shochu Company, recognized the potential for shochu in the United States and decided to open the first shochu distillery in North America. Amano believes in the quality and uniqueness of shochu, and has taken a craft approach in creating his own shochu called Umai!.
Crafting Umai! – A Distinctive Shochu by American Shochu Company
Umai! is made with organic pearl barley and fermented with the specific strain of koji called aspergillus luchuensis, which Amano registered himself in the USDA database. Amano wanted to create a shochu that was different from anything else available in the United States, and the result was Umai!.
Amano had to decide between using sweet potatoes from North Carolina or barley for Umai! After careful consideration, he chose barley, which he sourced from local farmers in Maryland. He wanted to create a craft product that was unique and had a strong connection to the region.
Umai! is produced in a small distillery that measures just 210 square feet. The distillery is equipped with lab equipment and a Turbo 500 experimental still, allowing Amano to produce shochu in small batches. This craft approach allows Amano to maintain the highest quality standards and ensure that every bottle of Umai! is exceptional.
Amano’s dedication to creating a unique shochu is evident in every step of the production process. From selecting the organic pearl barley to fermenting it with the specific strain of koji, every decision he made was intended to create a distinctive shochu that would stand out in the market.
Umai! has quickly gained a following among those who appreciate its unique qualities. Its smooth taste and versatility make it a perfect base for cocktails, and bartenders across the country are discovering new and exciting ways to incorporate it into their menus.
As Amano continues to refine his craft and create new shochu products, he remains committed to maintaining the highest quality standards and ensuring that every bottle of American Shochu Company’s products is exceptional.
The Role of Cocktails in Promoting Shochu in the United States
To promote shochu and expand its market in the United States, Amano believes that cocktails are the way to go. With its versatility, shochu can be incorporated into various cocktail programs, providing bartenders with an opportunity to experiment with new flavors.
Celebrity chef Bryan Voltaggio was the first person to feature Umai! in his restaurant, Volt. He appreciates the unique qualities of shochu and its low-alcohol content, making it an easy-to-drink option for his customers. By working with bartenders like Voltaggio, Amano hopes to introduce shochu to a wider audience and popularize it among American consumers.
Amano sees similarities between shochu cocktails and the success of hard seltzers. Both provide a low-alcohol, easy-to-drink option for American consumers. By incorporating shochu into cocktails, bartenders can create a new category of drinks that appeal to a broader audience.
However, Americans may struggle to correctly identify shochu. To overcome the confusion surrounding the name, Amano focuses on marketing Umai! as a smooth and trendy drink made in Maryland. By emphasizing its unique qualities and origin, he aims to spark interest and draw more people to recognize and try shochu.
In conclusion, shochu cocktails have the potential to drive the growth of shochu in the United States. By working with bartenders and highlighting its unique qualities, Amano hopes to establish shochu as a recognized and valued beverage in the United States.
Establishing Shochu as a Recognized and Valued Beverage in the United States
Amano understands that Americans may struggle to correctly identify shochu, so he focuses on marketing Umai! as a smooth and trendy drink made in Maryland. He believes that this approach will emphasize the unique qualities and origin of Umai! and spark interest in shochu among American consumers.
The name confusion surrounding shochu is also a hurdle that Amano has to overcome. To address this, he focuses on creating a craft product that emphasizes quality and utilizes a distinct production process. Amano hopes that by demonstrating the care and effort that goes into crafting Umai!, he can set it apart from other alcoholic beverages and establish shochu as a valued category in the United States.
Despite the challenges, Amano sees a clear market for shochu in the United States, and he is not alone. Other shochu producers are also trying to tap into this potential market. Amano’s craft approach and focus on quality may well be the key to establishing shochu as a respected and recognized beverage in the United States.
Conclusion
In conclusion, American Shochu Company is the first shochu distillery in North America, producing Umai! made with organic pearl barley and fermented with a specific strain of koji. Shochu is a unique Japanese spirit that is often misunderstood in the United States. Amano believes that shochu cocktails and the trend towards low-alcohol beverages can help promote and popularize shochu among American consumers. With his craft approach and focus on quality, Amano aims to establish shochu as a recognized and valued beverage in the United States.
FAQ
Q: What is shochu?
A: Shochu is a distilled Japanese spirit made from vegetables, grains, sugar, barley, or sweet potatoes. It is fermented with a special mold called koji and undergoes parallel fermentation.
Q: How is shochu different from sake and South Korean soju?
A: Shochu is distinct from sake as it is made from different ingredients and undergoes a different fermentation process. South Korean soju is also a different spirit with its own unique production methods.
Q: How popular is shochu in the United States?
A: Shochu has limited awareness and popularity among American consumers compared to Japanese whisky or sake. In 2018, only 5,300 cases of shochu were imported into the United States.
Q: What is Umai! and how is it made?
A: Umai! is a shochu produced by American Shochu Company. It is made with organic pearl barley and fermented with a specific strain of koji called aspergillus luchuensis. Umai! is considered a craft product and is produced in a small distillery equipped with lab equipment and an experimental still.
Q: How can shochu be promoted in the United States?
A: Shochu can be promoted through cocktails, with bartenders playing a significant role in introducing it to consumers. Celebrity chef Bryan Voltaggio has featured Umai! in his restaurant and appreciates the versatility and low-alcohol content of shochu.
Q: How does American Shochu Company plan to establish shochu in the United States?
A: American Shochu Company aims to establish shochu by marketing Umai! as a smooth and trendy drink made in Maryland. By emphasizing its unique qualities and origin, they hope to spark interest and draw more people to recognize and try shochu.
