Sanwa Shurui

Sanwa Shurui created the modern category of refined barley (mugi) shochu with their Iichiko brand, launched in 1979. The decision to market barley shochu in premium packaging to urban consumers transformed the category from a rough rural spirit to an aspirational lifestyle beverage. Iichiko Silhouette (the tall, distinctive bottle) became one of Japan's most recognised spirits designs.

Iichiko is the most widely distributed and recognised mugi shochu brand globally. Its clean, approachable character — slightly sweet, mellow, infinitely mixable — makes it the ideal gateway into the shochu category. Particularly popular served on the rocks (on the rocks = 'rokku' in Japanese) or with cold water.