Shochu sales fall to record low as rising prices curb spending

A survey released on 3 September 2026 by the Fukuoka branch of the credit research firm Teikoku Databank shows plainly how Japan’s shochu market is shrinking. Combined sales of the top 50 shochu and awamori makers in 2025 came to 219.1 billion yen, down 1.6% on the previous year. That is the lowest level since the survey began in 2005. Shochu is a Japanese distilled spirit made from ingredients such as sweet potato, barley and rice, and is produced above all in Kyushu. Awamori is a distilled spirit made from rice in Okinawa.

Rising prices dampen drinking

Teikoku Databank cites prolonged high prices as the main reason for the fall in sales. With living costs continuing to climb, more consumers are cutting back on discretionary items such as alcohol. Producers, for their part, are facing higher raw material and labour costs and have not managed to grow sales volumes. It appears that it is also becoming harder to protect revenue through price increases.

Kirishima Shuzo tops the list for the 14th year running, while Miyazaki Honten grows

In first place by sales was Kirishima Shuzo of Miyakonojo, Miyazaki Prefecture, known for its sweet potato shochu Kuro Kirishima, which topped the ranking for the 14th consecutive year. Its sales slipped a modest 1.1% year on year to 52.5 billion yen, yet it still holds a lead of more than double over second-placed Sanwa Shurui of Usa, Oita Prefecture, maker of the Iichiko barley shochu series. By this calculation, a single company accounts for roughly a quarter of the combined total of the top 50, which suggests that the market is concentrated in a small number of large players.

Some companies did grow against the headwinds. Miyazaki Honten of Yokkaichi, Mie Prefecture, which sells Kinmiya Shochu, concentrated on sales in the Kanto region, centred on Tokyo, and raised sales by 7.6% to 9.8 billion yen, placing sixth. Kuro Kirishima and Iichiko are “honkaku shochu”, made by single distillation that preserves the flavour of the raw ingredients. Kinmiya, by contrast, is a “korui shochu”, given a clean finish by continuous distillation and well suited to mixing with other drinks. Even within shochu, sales differ by type.

How to enjoy shochu in Europe

The domestic figures are harsh, but the variety of shochu remains as rich as ever. When picking up a bottle in Europe, start by checking the raw ingredient on the label. Sweet potato shochu tends to have a sweet, robust aroma, while barley shochu is often light and toasty. Alcohol content is typically around 25%, so rather than drinking it neat, the Japanese classics are on the rocks, with cold water, with hot water, or mixed with soda. Shochu with soda goes well with fatty dishes such as yakitori and fried food. One idea is to begin by comparing the standard offerings of the major makers and then work out which type of ingredient you prefer.