<Shochu is free. ＞Okuji Hanawa Distillery's Hanawa Distillery's new brand "Hanawa" was launched.

FREE STYLE SHOCHU" was born.

2025.05.02 09:00

株式会社奥久慈塙蒸留所

Hanawa-machi, Higashishirakawa-gun, Fukushima Prefecture - Okuji-Hanawa Distillery, a Hanawa distillery in bloom, is pleased to announce the integration of its two previously popular authentic barley shochu products, Mizumari and Tomari, under the new Hanawa brand names, Hanawa Mizumari and Hanawa Tomari.

In rebranding Hanawa Mizumari and Hanawa Toumari, we aimed to combine the original appeal of shochu with a more free and fun way to drink it.

We have named this new style "FREE STYLE SHOCHU" to convey a new shochu culture that can be matched with any kind of premium ingredients and accompanies any situation.

The most straightforward expression of this idea is our communication copy, "Shochu is free. The new visual

新ビジュアル

New Visual

About Hanawa Mizumari

Hanawa Mizumari, an authentic barley shochu made with hard water and white malted rice, is characterized by its refreshing barley aroma and mild taste.

It can be enjoyed on the rocks, with water, or as a cocktail base with carbonated soda, fruit juices, herbs, and other ingredients.

It is truly a "free shochu" that accompanies you in your daily life.

In conjunction with the rebranding, a colorful new label design featuring a dragon motif was also adopted, inspired by the legend of Hachimantaro Yoshie of Hanawa Town's "legend of the extermination of the giant serpent.

The result is a bottle that people will want to pick up for both home use and as a gift.

新ラベル

New Label

New TV program "Shochu is Free! Broadcast start (April 30 start)

On April 30, 2025 (Wed.) from 8:56 p.m., a new TV program "Shochu is Free" will start on TV Asahi affiliate and KFB Fukushima Broadcasting. will start at 20:56 on KFB Fukushima Broadcasting, a TV Asahi affiliate.

Akari Hatani, a freelance announcer from Fukushima Prefecture, will visit restaurants around the prefecture and suggest ways to enjoy "Hanawa Suimari" with local specialties.

New TV commercial airs from May 1.

The theme of the new TV commercial is "Toast with Hanawa. The new TV commercial depicts the appeal of shochu, which can be enjoyed freely in a variety of situations, such as drinking at home, at parties with friends, as a couple, or by yourself.

Newspaper and Station Vision Ads

Color advertisements in the Fukushima Minpo and Fukushima Minyu newspapers and a large screen in front of Koriyama Station will be used to expand awareness of the Hanawa brand throughout the prefecture.

Opening of Hanawa's bar, a new way to enjoy Hanawa

A special Hanawa's bar page will be opened in conjunction with this campaign.

The page introduces recipes for Hanawa Mizumari-based cocktails, which can be freely combined with juices, herbs, and spices, offering a new way to enjoy Hanawa's free-style SHOCHU.

For more information, please visit: https://okukujihanawa.jp/bar

「乾杯は、塙で。」