Suntory expands Osumi shochu brand with premium release

Suntory is expanding its Osumi shochu brand, produced by its subsidiary Osumi Shuzo in Kagoshima Prefecture, through the launch of a new premium product and the renewal of its core lineup.

On November 17, the company will release a limited quantity of “THE PREMIUM OSUMI <STARDROP>,” a 40% alcohol sweet potato shochu. Developed over five years, the product utilizes a high-pressure, high-temperature cooking method to enhance sweetness and richness.

Additionally, the brand’s standard sweet potato and barley shochu varieties are scheduled for renewal in early 2027. These updates aim to refine the existing aromas and mouthfeel while increasing refreshment.

Despite a shrinking overall shochu market, the Osumi brand has achieved double-digit sales growth for five consecutive years. Suntory aims to reach an annual sales volume of 200,000 cases by 2030. To achieve this, the company plans to expand distribution from restaurants into supermarkets, retail stores, and e-commerce platforms, while also targeting international travelers via duty-free shops.