Takara relaunches overseas Shochu Highball for export, adding the US

Takara Shuzo International, the overseas arm of the Kyoto-based Takara Holdings group, has revised the specifications of its export-only canned Takara “Shochu Highball”. The changes bring the product into line with the differing laws and regulations of each export destination, and the company has also announced that it will start exporting to the United States. Shochu is a Japanese distilled spirit made from ingredients such as rice, barley and sweet potato. Mixed with sparkling water, it becomes a “Shochu Highball”, and the canned, ready-to-drink version is known as an RTD (Ready to Drink).

From Japanese supermarkets in Asia to an export-only product

The overseas Dry and Lemon varieties have been exported to countries in Asia and Oceania since 2024. They are mainly sold in Japanese supermarkets. The buyers are not only Japanese residents living locally: the drier, less sweet taste is said to have also appealed to local RTD drinkers. In 2025, the company added a flavour based on Ramune, the Japanese fizzy drink that is also very popular overseas, to widen awareness of the brand.

Flavourings, additives, bottles and caps: matching each country’s rules

The most interesting part of this story is what the revamp actually involves. To export alcohol, a company must research the destination country’s food and alcohol laws, and even its environmental regulations, and comply with them. Takara Shuzo International explains that it has brought its food flavourings, food additives and packaging materials, such as bottles and caps, into line with each country’s regulations. A product that can be sold as it is in Japan still needs its recipe and materials reviewed for overseas markets. This case offers a good glimpse of that practical work.

To the US, and towards a global brand

With the revamp, the United States joins the Asian, Oceanian and European markets as an export destination. The product is 7.2% ABV, comes in a 350 ml aluminium can, and is shipped in cardboard cartons of 24. Exports were scheduled to begin around August 2026 for Dry and around October for Lemon. The company plans to revamp the Ramune variety in the same way, and says it wants to expand exports further and grow “Shochu Highball” into a brand that works worldwide.

If you want to look for these cans in Europe, start with Japanese or Asian grocery shops. The “Dry” and “Lemon” labels and the 7.2% ABV are the things to look for. At a slightly higher strength than most beers, it is worth keeping an eye on how much you drink. Some people pair it with fatty dishes such as karaage, yakitori and other fried food. It can also be interesting to see, from the construction of the can, how a Japanese drink is reworked to meet overseas regulations.

Sources

• Takara Holdings (PR TIMES), “[Takara Shuzo International] [Overseas-only product] Takara ‘Shochu Highball’ relaunch, exports to the US begin” https://prtimes.jp/main/html/rd/p/000000108.000166337.html