Awamori takes on the 'strong drink' barrier as consumption falls, seeking new fans

Awamori is a traditional distilled spirit made in Okinawa, Japan’s southernmost prefecture. According to a July 2026 report by the Okinawa broadcaster Ryukyu Broadcasting, shipments of awamori continue to decline as lifestyles spread in Japan in which people cut back on alcohol for their health or drink only in moderation. The report looked at how the industry is trying to get through this difficult market.

What kind of drink is awamori?

Unlike sake, which is brewed, awamori is a distilled spirit made from rice. It is generally made with long-grain rice such as Thai rice and the black koji mould that has been passed down in Okinawa; the fermented mash is distilled just once in a pot still. Awamori matured for three years or more is called “koshu” (“kusu” in Okinawan), prized for its mellow smoothness and deep aroma. In 2024, the traditional Japanese brewing craft that uses koji mould was inscribed on UNESCO’s Intangible Cultural Heritage list, and awamori is regarded as part of it.

The ‘strong drink’ image as a barrier

As the report’s headline asks, there is a view that awamori is seen as a “strong drink” and therefore avoided. High-strength spirits can be hard to reach for among people who want to drink less. This trend mirrors the situation in Europe, where low-alcohol and alcohol-free options are on the rise.

Looking for new fans

The industry wants to shake off this image and reach people who have not drunk awamori until now. The report covers the producers’ strategies, but the published excerpt does not reveal the details of individual initiatives. Still, awamori has traditionally been drunk diluted with water or soda, with each drinker adjusting the strength themselves. The fact that its “strength” can be changed by how it is drunk could be a way in for new drinkers.

If you are looking for awamori in Europe, try Japanese grocery shops, specialist retailers of Japanese drinks and online shops, and look for “Awamori” or “Kusu” on the label. If it is your first time, rather than drinking it neat, add water or soda and ice; this makes it easier to notice the soft, sweet aroma from the rice and the fullness of the black koji. Aged koshu is best sipped slowly in small amounts, and pairing it with pork dishes or mature cheese is one idea. Knowing that a drink tied to a craft inscribed on UNESCO’s Intangible Cultural Heritage list is now exploring ways to be enjoyed that are “not too strong” may change how a glass tastes.