With an established position in the US market, Iichiko aims to place shochu on the global spirits map.

“Since our launch in 1979, Iichiko has cultivated a loyal following within the shochu category,” said Kazunori Nishi, president of Sanwa Shurui, Iichiko's parent company.

“Following our success in the US, we see strong potential in Europe, with the UK as a key focus. Speciality Brands is the perfect partner thanks to their strong experience with Japanese spirits and their broad on-trade connections. By working together and leveraging their expertise and network, our aim is not only to grow the Iichiko brand, but also to introduce and elevate the wider category of refined, delicious Japanese distilled spirits across the UK and other European markets,” added Nishi. 

Speciality Brands is bringing three expressions in its portfolio: Iiichiko Saiten, Iichiko Shinwa, and Iichiko Silhouette.