Umenoyado Shuzo grows overseas sales 1.6-fold, launching a ¥220,000 plum liqueur

Umenoyado Shuzo is a sake brewing company headquartered in Katsuragi, Nara Prefecture, with a history of more than 130 years. Besides sake, it is also well known for its umeshu (plum liqueur). Umeshu is a liqueur made by steeping green plums in alcohol. The earnings briefing published in August 2026 makes it clear that this brewery has begun to place overseas markets at the centre of its growth.

Overseas now a quarter of sales

In the fiscal year ended June 2026, sales rose year on year in all three areas: domestic on-trade sales, overseas sales and direct-to-consumer sales. The biggest growth came from overseas. Overseas sales reached ¥770 million, 159.6% of the previous year, and accounted for 24.9% of total sales. North America and Taiwan led the growth. In China, too, sales held up well despite the prolonged tension in Japan-China relations. Domestic on-trade sales, which make up about 60% of turnover, also grew, to 104.8% of the previous year. A price rise in February for the “Aragoshi” series, which contains fruit pulp, did not dent demand. Operating profit increased from ¥317 million to ¥465 million. The company cites the roughly ¥228 million boost from higher overseas sales as the single biggest reason for the profit increase.

A ¥220,000 umeshu and preparations for a second brewery

The product that drew the most attention is “AFULL Tokisameru”, the top umeshu of the new “AFULL” brand launched on 15 June. It is priced at ¥220,000 including tax for 350 ml, a price that radically changes the image of umeshu as an affordable sweet drink. The company positions it as its flagship and is raising awareness among high-end customers through sake retailers. It plans to keep expanding sales in the fiscal year ending June 2027, treating it as one of its priority products.

On the production side, the company has acquired about 18,000 sq m of land for a second brewery in Katsuragi, around five minutes by car from its headquarters. The current facilities at the head office are sufficient for today’s sales scale, but the company expects to need a second brewery once sales reach around ¥5 billion. It plans to bring the second brewery into operation within about the next five years.

How to enjoy it in Europe

The briefing made no mention of the European market. Even so, it is good news for anyone in Europe looking for Japanese liqueurs that a listed brewery is making overseas the pillar of its growth. The “Aragoshi” type, with its coarsely strained pulp, has a rich mouthfeel, and served on the rocks or with soda it brings out the fruit’s acidity well. A good first step is to look for Umenoyado umeshu at specialist sake shops and Japanese grocers. It will also be worth watching how far an ultra-premium line such as AFULL makes its way abroad.