Three Amami Distilleries Relaunch Kokuto Shochu Under a New Brand
Three kokuto shochu distilleries in the Amami Islands, the only place where it can be made, have launched the joint brand Discover AMAMI Spirits, releasing three distinct labels on 2 September.
In the Amami Islands, a chain lying south of Kagoshima Prefecture between Kyushu and Okinawa, three kokuto shochu distilleries have jointly launched a new brand, Discover AMAMI Spirits. Kokuto shochu is a spirit made from kokuto, an unrefined sugar produced by boiling down and setting sugarcane juice, and the Amami Islands are the only place in Japan where it may legally be made under that name. The three participating distilleries are Nishihira Shuzo, Machida Shuzo and Amami Oshima Shuzo. On 2 September 2026 they released the first three labels, with each distillery producing one. The Tokyo-based branding company Paradox is also involved in building the brand.
An island spirit shrinking despite World Heritage recognition
In 2024, Japan’s “traditional sake-making”, which includes shochu, was inscribed on UNESCO’s Intangible Cultural Heritage list, and interest from overseas grew. Even so, consumption of kokuto shochu has continued to fall. Shipments of Amami kokuto shochu (taxed volume) peaked at 10,885 kilolitres in the 2005 sake-brewing year and dropped to 6,365 kilolitres in the 2024 sake-brewing year, a decline of about 42%. The three distilleries concluded that simply preserving tradition would not carry the spirit to the next generation. To win over people who do not yet know kokuto shochu, they decided to rethink the spirit itself. The word “Spirits” in the brand name refers not only to distilled liquor but also to the “spirit of Amami” that dwells in the islands’ nature, culture and makers.
Three distilleries, three expressions
Nishihira Shuzo’s Fufu is 22% ABV. It expresses the delicate wavering of the Amami folk song shimauta, with spirits aged in storage blended together like layered notes. Machida Shuzo’s Hoshibare is 35%. It uses plenty of kokuto yet finishes with a clear, light mouthfeel and a sharp taste meant to evoke stars in the night sky. Amami Oshima Shuzo’s Konzen is 40%. It blends spirit aged in clay pots (kame) with spirit aged in wooden casks, expressing through a complex, deep flavour the history of Amami, where Ryukyu and Yamato (mainland Japan) cultures have met. Prices in Japan range from 5,500 to 6,930 yen including tax, a premium positioning that is high for shochu.
How to enjoy it in Europe
These three labels are being released in Japan only, and no plans for sales in Europe have been announced. Even so, the move offers a good way into the world of kokuto shochu. Like rum, it carries a sweet aroma derived from sugarcane, but with the gentleness typical of Japanese spirits, which makes it approachable for those who like rum or brandy. If you come across kokuto shochu in a sake specialist shop in Europe, try the lower-strength bottles on the rocks or with water, and sip the higher-strength aged types neat, a little at a time, comparing clay-pot and cask ageing. Paying attention to the distillery name on the label will also reveal the individual character of each Amami producer.
Sources
This article was written by The Sake Wire editorial team, summarising the public sources listed above. Images are our own.
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