375 Park Avenue Spirits, a division of Sazerac Co., said it and Sazera’s Bond & Royal craft division will assume responsibility for all Mizu Shochu’s sales and operational functions as well as support the brand’s marketing efforts effective July 1..
“Since its 2013 launch, Mizu Shochu has firmly established itself as the category leader and pioneer in high-proof shochu in the U.S., as well as a go-to spirit for craft cocktail enthusiasts,” says Jason Schladenhauffen, president/CEO of 375 Park Avenue Spirits.
“Its deep commitment to honoring its historic production methods and legacy of Japanese craftsmanship while embracing creativity and innovation align perfectly with our mission. With global appreciation for discovering premium international spirits at an all-time high, we look forward to rapidly expanding Mizu Shochu’s footprint in the U.S.”
Shochu is hugely popular in Japan. Its consumption outpaces both sake and Japanese whisky in its domestic market. For a global comparison, annual production of the category stands at more than double that of all the tequila produced in Mexico, according to recent surveys published by the Statistics Bureau Japan and Consejo Regulador del Tequila.
While shochu has flown relatively under the radar in the U.S., interest is rapidly growing due to an unprecedented hunger for Japanese spirits, and Mizu has already established a loyal following among the industry elite.