An authentic shochu recommended for pairing with cheese and meat dishes “HAZUMI” launches online sales on August 23 (Hazumi Day)

Iwakawa Brewing Co., Ltd. (Headquarters: Soo City, Kagoshima Prefecture;President and CEO: Manabu Hayashida) will release “HAZUMI,” a traditional shochu in the new “hybrid shochu” category—a blend of sweet potato shochu and barley shochu—on March 5, 2026, andand will begin sales on its e-commerce site on August 23 of the same year (Hazumi Day).

Additionally, to commemorate the launch of sales on the e-commerce site, the company will run campaigns on social media and the e-commerce site.

Product URL: https://item.rakuten.co.jp/iwagawa/905/

HAZUMI Image 1

■Changes in the Shochu Market and Approaches to New Consumers

~How the Rise of the “Whiskey Highball” Has Changed Shochu’s Position~

In recent years, the shochu market has seen a gradual decline in consumption, and one of the factors behind this trend is the rapid popularity of whiskey highballs.As the practice of mixing shochu with carbonated water has become widely popular among younger generations and women, the role of “everyday liquor”—which shochu once played—is gradually shifting to whiskey and chuhai-style beverages.

Iwakawa Brewing, a shochu producer based in Sōo City, Kagoshima Prefecture, has felt these market shifts firsthand. “Drinking styles and drinkers are becoming more diverse these days. We want to create a new shochu that meets consumer needs”—this desire served as the starting point for the development of this product.

Furthermore, while the number of people—particularly women in their 30s and 40s—who enjoy wine, liqueurs, and fruit wines is growing, concerns about storage after opening a bottle and the difficulty of finishing it in one sitting often deter them from purchasing these beverages.With shochu, however, you can enjoy as much as you like, whenever you like. “HAZUMI” was born as a product that combines this convenience with a new value—the ability to pair well with Western cuisine—something previously unseen in shochu.

HAZUMI Image 2

■ Features of This Hybrid Shochu That Combines the “Best of Both Worlds” from Sweet Potato and Barley

~Bringing Shochu to the Western-Style Dining Table: A New Experience Born from a Fruity Aroma and Refreshing Aftertaste~

The greatest feature of “HAZUMI” lies in its unique positioning as a “hybrid shochu” blended from sweet potato and barley shochu.Generally, the robust aroma and distinct character of sweet potato shochu tend to overpower the subtlety of barley shochu.However, after tasting and evaluating over 30 different blending patterns, we achieved the perfect balance that harmonizes the robust flavor of sweet potato shochu with the refreshing character of barley shochu.

The result is a drink with a fruity aroma and a clean, refreshing finish. With a lightness that might even make you think, “This doesn’t taste like shochu,” it’s a bottle that’s approachable even to those who haven’t tried shochu before.

[Recommended Pairings]

・Cheese: The fruity aroma pairs exquisitely with the richness of cheese. Serve it at the dinner table instead of wine.

・Meat Dishes: It cuts through the richness of hearty dishes like steak and roast beef.

・Western-style dishes in general: It blends naturally into everyday meals, such as pasta, gratin, and french fries

[Recommended Ways to Enjoy]

For pairing with Western cuisine, we especially recommend mixing it with soda water. The refreshing fizz enhances the fruity aroma and makes it even more enjoyable as a meal accompaniment. Served on the rocks or neat, you can fully savor the distinct characteristics of the sweet potato and barley.

By establishing a new niche as “shochu that pairs well with Western cuisine,” we aim to encourage women and younger generations—who have traditionally had little exposure to shochu—to casually enjoy it as part of their everyday home drinking experiences.

■August 23: “Hazumi Day”—Entering a New Stage with the Launch of E-Commerce Sales

~Reaching Dining Tables Nationwide Through Official Commemoration and E-Commerce Expansion~

“HAZUMI” has been officially recognized by the Japan Anniversary Association as “Hazumi Day” on August 23. To coincide with this date, we are launching sales on our e-commerce site, expanding our sales territory beyond Kagoshima Prefecture to the entire country.

“Hazumi” is a Japanese word meaning to give momentum to something or to create a positive impetus; it is a term that has long been used in people’s daily lives and in moments of challenge.

We designated this day as a commemorative date with the aim of widely promoting a culture that uses authentic shochu—a traditional Japanese spirit—to provide “hazumi” for moments of conversation between people and for the spirit needed to take on new challenges.

Furthermore, we advocate the value of “making drinking a source of momentum for tomorrow” as a positive culture that helps people prepare mentally before various “decisive moments”—such as work, entrance exams, competitions, and business negotiations—and channel that energy into vitality for the next day.

“Casually, as much as you like, whenever you like”—as a shochu that naturally blends into everyday life, Iwakawa Brewing will continue to reach out to a new generation of shochu enthusiasts through “HAZUMI.”

Hazumi Day Certificate

■ Campaign to Celebrate the Launch of Online Sales

(1) HAZUMI Day Repost Campaign

Follow our official X account and repost the designated post for a chance to win “HAZUMI”—we’ll be giving it away to 8 lucky winners.

Period: August 23–September 23

Details: 8 winners will receive one bottle of HAZUMI

How to Enter: Follow Iwakawa Brewing’s official social media accounts and repost the eligible post

URL: https://x.com/iwagawajozo

(2) Limited-Edition Special Set to Celebrate the Launch of Online Sales

To celebrate the launch of our online store, we have prepared a special value 6-bottle set available at our Rakuten Ichiba store.

Period: August 23–August 30

Contents: HAZUMI 6-Bottle Special Set (Limited to one set per person)

How to Purchase: Available at the Iwakawa Brewing Rakuten Shop

URL: https://item.rakuten.co.jp/iwagawa/905/

(3) Tasting Campaign

Customers who purchase eligible products at our Rakuten Ichiba store will receive a free “HAZUMI” tasting sample.

Period: August 23–September 23

Details: Free tasting samples

Eligibility: The first 80 customers who purchase eligible products on Rakuten

URL: https://item.rakuten.co.jp/iwagawa/

*Campaign details are subject to change.

■Product Overview

Product Name: Hybrid Shochu “HAZUMI”

Volume: 900 ml

Alcohol Content: 25%

Type: Authentic Shochu (Single-Distilled Shochu)

Ingredients: Sweet potato (purple sweet potato from Kagoshima Prefecture), barley, barley koji, rice koji

Release Date: March 5, 2026

Online Sales Start Date: August 23, 2026 (“Hazumi Day”)

Price (tax included): 1,285 yen (1,168 yen before tax)

Sales URL: https://item.rakuten.co.jp/iwagawa/905/

Official Website: https://iwagawa.co.jp/products/hazumi-%e3%81%af%e3%81%9a%e3%81%bf/

*This product cannot be sold to minors.

*You must be at least 20 years old to purchase alcohol. Never drink and drive.

*Please drink in moderation and be mindful of your health. Avoid drinking alcohol while pregnant or breastfeeding.

■Company Overview

Company Name: Iwakawa Brewing Co., Ltd.

Address: 6557-6 Iwakawa, Osumi-cho, Soo City, Kagoshima Prefecture 899-8102

Representative: Manabu Hayashida, President and CEO

Business Activities: Manufacture and sale of shochu (single-distilled shochu)

Official Website: https://iwagawa.co.jp/

X (formerly Twitter): https://x.com/iwagawajozo

Instagram: https://www.instagram.com/iwagawajozo/

[Contact Information for General Customers and Businesses]

Iwakawa Brewing Co., Ltd.

▼Customer Inquiry Form

https://iwagawa.co.jp/contact/