34 Brown Sugar Shochu Fans' "Oshi-Katsu" Reaches Over 40,000 People Nationwide, Newly Introduced to 57 Stores

KAZAMI LLC (Location: Amami City, Kagoshima Prefecture; Representative: Asuka Yabuki) implemented the first phase (November 2025 - March 2026) of the "Brown Sugar Shochu Oshi-Kura Ambassador" project, a fan-participation initiative to promote the charm of brown sugar shochu nationwide.

On April 11, 2026, at the commemorative exchange meeting for the completion of the first phase held in Amami City, participating distilleries and ambassadors who visited the island for the event gathered.

34 ambassadors gathered from all over the country, voluntarily carrying out activities to support their respective "Oshi-Kura" (favorite distilleries) over a period of five months. They achieved results such as reaching over 40,000 people in total, new introductions to 57 stores nationwide, and generating over 7,000 cups of consumption.

Beyond mere PR activities, many participants actually visited Amami and built continuous relationships with distillers and local people. As a new model for creating a 'relationship population' with brown sugar shochu as the "gateway," the company plans to hold the second phase (September 2026 - March 2027) this fiscal year.

Project Overview

"We want to create a place where fans who simply 'love brown sugar shochu' can directly connect with distilleries, not led by the government." With this in mind, the project started in November 2025 as a private-sector initiative. In the first phase, six distilleries participated: Amami Oshima Shuzo, Tomita Shuzojo, Nishi Hira Honke, Nishi Hira Shuzo, Machida Shuzo, and Yayoi Shochu Brewery. 34 publicly recruited individuals, including those residing overseas, chose their respective "Oshi-Kura" and engaged in activities leveraging their strengths, such as SNS dissemination, self-organized tasting events, and proposals for introduction to restaurants.

▶ Details and background of the project launch: https://prtimes.jp/main/html/rd/p/000000009.000127208.html

Ambassadors visiting distilleries @Machida Shuzo Ambassadors visiting distilleries @Yayoi Shochu Brewery

Ambassadors visiting distilleries @Tomita Shuzojo Ambassadors visiting distilleries @Nishi Hira Honke

First Phase Activity Results

Item | Results
---|---
Activity Period | November 2025 - March 2026 (5 months)
Number of Ambassadors | 34 nationwide (including overseas residents)
Number of Participating Distilleries | 6 companies
Information Reach (reported) | Total 41,855 people
New Store Introductions | 57 stores nationwide
Cups Consumed (reported) | Approx. 6,680 cups (equivalent to approx. 389 1.8L bottles)
Cups Consumed (estimated, including estimates) | Over 7,000 cups

Ambassadors carried out activities with the stance of "spreading the island's liquor in ways I can." Methods varied widely, including direct negotiations with izakayas and bars for introduction, provision at events, and continuous dissemination via SNS and videos. Furthermore, through their activities, many relationships were built that are not reflected in numbers, such as visiting Amami for the first time and directly interacting with distillers.

Voices of Participating Ambassadors

◆ Kazuki Oyama (Representative, TUNAGU Inc. / Born in Naze, Amami City, residing in Mito City, Ibaraki Prefecture *at the time)

"I realized that brown sugar shochu is not just alcohol, but the culmination of a regional industry that integrates brown sugar farming, manufacturing, distribution, and consumption. At an event in Ibaraki, questions about 'What kind of island is Amami?' arose as much as questions about brown sugar shochu, and I keenly felt that the story of the region was conveyed beyond the product itself. Going forward, I want to continue my involvement by proposing new ways to drink brown sugar shochu combined with the craft cola made from Amami Oshima ingredients that I produce, with an eye towards overseas expansion."

◆ Chie Mochida (Takazuka City Council Member, Hyogo Prefecture)

"Even though I had never drunk brown sugar shochu, the moment I saw this project on Instagram, I instinctively felt 'This is it!' and participated. Visiting Amami and meeting the distillers and fellow ambassadors, I felt a strange sense of security, 'like it wasn't my first time.' Now, Amami has become a place where I can 'go again and meet people I want to see.'"

Voices of Distillers

◆ Takahiro Mizuma (Director, Amami Oshima Shuzo Co., Ltd.)

"The ambassadors deeply understood the distillery's commitment and appeal through online distillery tours and study sessions, and then conveyed it to people in distant lands. We, due to our sake brewing, cannot easily leave the island. Therefore, the existence of ambassadors who directly convey the charm of brown sugar shochu across the country is truly invaluable. Through their activities, I feel that brown sugar shochu fans are steadily growing."

Ambassadors visiting distilleries (Takahiro Mizuma of Amami Oshima Shuzo, wearing a green jumper in the center)

◆ Serena Nishi Hira (Fourth Generation, Nishi Hira Shuzo Co., Ltd.)

"The ambassadors, while having affection for their respective Oshi-Kura, are also working to invigorate the entire brown sugar shochu industry, making them a very reassuring presence for us distillers. Thanks to their unique sensibilities and words, it has not only led to simple recognition but also deepened understanding and interest in brown sugar shochu."