【FY2025 Domestic Demand Trend Survey for Single-Distilled Shochu Conducted】Authentic Shochu and Awamori: Diverse and Free Enjoyment Spreading Among Younger Generations. Straight and Cocktail Drinking Styles Growing Among Those in Their 20s

The Japan Sake and Shochu Makers Association (hereinafter referred to as "the Association"), which comprises approximately 1,600 alcoholic beverage manufacturers nationwide (sake, authentic shochu/awamori, and hon-mirin), conducted the "Domestic Demand Trend Survey for Single-Distilled Shochu" from November to December 2025. The survey targeted a total of 3,090 men and women aged 20 to 60s and above (309 individuals from each age group) across Japan, as well as 67 bartenders.

This survey revealed that the drinking styles, image, and consumption scenes of authentic shochu and awamori are diversifying, particularly among younger generations.

■Survey Outline

R7 Domestic Demand Trend Survey for Single-Distilled Shochu (Survey conducted by Mitsubishi Research Institute)

・Survey Area: All 47 prefectures nationwide

・Target Audience: A total of 3,090 men and women aged 20s to 60s and above, 309 individuals from each age group.

(Conducted among those who "drink alcohol." The number of current drinkers, past drinkers, and non-drinkers of "shochu" was equal for each gender and age group.)

・Survey Period: November 2025

※Due to rounding, the composition ratio of survey results may not always add up to 100%.

■Over half of respondents regularly consume authentic shochu/awamori

The proportion of respondents who answered that they drink authentic shochu or awamori "50% or more" of their drinking occasions (frequency) showed a slight increase compared to the previous survey (2021 survey), indicating an expansion of frequent drinkers.

Q. Proportion of occasions (frequency) for drinking authentic shochu/awamori out of total drinking occasions

Only respondents who have drunk authentic shochu/awamori answered (N=2,014)

■Expanding opportunities for authentic shochu/awamori consumption among younger generations

Among those in their 20s-30s, 62.8% answered that they regularly drink authentic shochu or awamori during their drinking occasions, a higher result compared to the overall trend. Particularly among those in their 20s, the proportion who answered that they drink "50% or more" increased to 24.2% from the previous survey, suggesting an expansion of opportunities for authentic shochu/awamori consumption among younger generations.

Q. Proportion of occasions (frequency) for drinking authentic shochu/awamori out of total drinking occasions

Only respondents who have drunk authentic shochu/awamori answered (N=2,014)

■Soda-mixed is mainstream, with increasing support for "straight" and "cocktails" among those in their 20s

The most common way to drink authentic shochu or awamori was "mixed with soda water" (38.9%), followed by "on the rocks" (38.4%), "mizuwari (mixed with water and ice)" (37.2%), and "oyuwari (mixed with hot water)" (22.0%).
By age group, the proportion of "soda-mixed" was higher among those in their 30s compared to the overall trend. Among those in their 20s, the proportion of people who drink it "straight" or as a "cocktail" was higher compared to the overall average.

Q. How to drink authentic shochu/awamori

Only respondents who drink authentic shochu/awamori almost daily to less than once a month (N=958)

■"Traditional" is most common, with "luxury" and "stylish" also prominent among younger generations

The most frequently cited image for authentic shochu and awamori was "traditional," answered by 45.1% of respondents. This was followed by "good flavor/aroma" at 23.2%, revealing that its high palatability and aroma also contribute to its image.
By age group, "traditional" remained the most common image among those in their 20s-30s, similar to the overall trend. However, those in their 20s-30s rated images such as "luxurious," "stylish," and "pairs well with food" above the overall average.

Q. Image of authentic shochu/awamori (Positive image)

All respondents: Multiple answers Overall (N=3,090), 20s (N=618), 30s (N=618)

■"Izakaya" is still most common among those in their 20s-30s, but "bars" are also notable among those in their 20s

The most common place where those in their 20s-30s first drank authentic shochu or awamori was an "Izakaya" at 56.1%, similar to the overall trend. Among those in their 20s, the proportion who first drank it at a "bar" (4.3%) was higher compared to the overall trend.

Q. Scene/Location where authentic shochu/awamori was first consumed

Only respondents who have drunk authentic shochu/awamori answered (N=2,014)

From here, a survey was conducted targeting bartenders

■Survey Outline

R7 Domestic Demand Trend Survey for Single-Distilled Shochu (Survey conducted by Mitsubishi Research Institute)

・Target Audience: Bartenders who are members of the Japan Hotel Bartenders' Association (HBA) and beverage purchasing managers, totaling 67 individuals.

・Survey Period: November 26 to December 31, 2025

■Over 80% of establishments offer it, and cocktail offerings are also widely adopted

Over 80% of establishments currently offer authentic shochu or awamori, and approximately 90% have experience offering it. Furthermore, 81.7% of establishments have experience offering cocktails made with authentic shochu or awamori, with 45.0% of those not listing them on their menu.

Q. Status of authentic shochu/awamori offerings (N=67)

Q. Status of cocktail offerings using authentic shochu/awamori (N=60)

■"For inbound tourists" is the most common reason for offering. Cocktail development and compatibility with Japanese food are also highly rated.

The most common reason for offering was "easy to introduce to inbound tourists" (68.2%), followed by "expansion of cocktail variations" (50.0%) and "compatibility with Japanese ingredients/Japanese food" (45.5%).

Q. Reasons for offering/having offered cocktails using authentic shochu/awamori (N=22)

The results of this survey indicate that authentic shochu and awamori are changing their image to become "familiar and easy-to-choose alcoholic beverages" even for younger generations. Furthermore, it suggests that new ways of enjoying them are expanding through cocktails and bar scenes.

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Initiatives of the Japan Sake and Shochu Makers Association

The Japan Sake and Shochu Makers Association is working to expand consumption scenes and appeal to new values with the aim of stimulating domestic demand for authentic shochu and awamori in Japan. While cherishing the appeal of these traditional alcoholic beverages, the Association aims to penetrate a wider range of demographics by adapting to modern lifestyles and diverse dining scenes.

Initiative ① Promotion of authentic shochu/awamori and food pairing

Focusing on their excellent compatibility with a wide range of dishes, including Japanese, Western, and international cuisines, the Association is promoting their value as "sake for meals." Through pairing proposals that leverage their diverse aromas and flavors, they are conveying the new appeal of authentic shochu and awamori that can be enjoyed with food.

・Food Pairing Image