Culture Shōchū

joka: kettle make hot shōchū

shōchū should not confused sake, brewed rice wine. taste far less fruity , depends on nature of starch used in distilling process. flavor described nutty or earthy .

shōchū drunk in many ways according season or personal taste:

neat, i.e., on own nothing added.
on rocks, i.e., mixed ice
diluted room temperature or hot water ( mizuwari or oyuwari , respectively)
mixed oolong tea or fruit juice
as chūhai, mixed drink consisting of shōchū, soda, ice , flavoring, lemon, grapefruit, apple or ume
mixed low-alcohol beer-flavored beverage known hoppy

shōchū available in supermarkets, liquor stores , convenience stores in japan while canned chuhai drinks sold in of japan s ubiquitous vending machines. however, more difficult find shōchū outside japan except in urban areas large enough japanese populations. interest in shōchū has begun grow in north america, particularly in cosmopolitan cities such los angeles, san francisco, vancouver, toronto, , new york. dedicated shōchū bars have begun appear in new york , more 100 brands available in u.s. market.

in kyūshū, center of production, shōchū far more common sake. indeed, here sake means shōchū, , consumed mixed hot water. first hot water poured glass, shōchū gently added. liquids mix naturally , stirring unnecessary. typically, amount of shōchū exceeds amount of hot water, , enjoyed aroma. occasionally, shōchū , water mixed, left stand day, , gently heated.

boom

the 21st century witnessed consumer boom in shōchū within japan, , in 2003 domestic shipments surpassed of sake first time. shōchū bars appeared serving shōchū exclusively, , premium brands focus on particular ingredients, production methods, or aging techniques entered market. beverage has undergone change of image; formerly seen old fashioned drink, has become trendy amongst young drinkers, particularly women. boom had negative effects: caused serious shortage of sweet potatoes, basic ingredient of popular types of shōchū and, emergence of expensive premium brands, pricing scams appeared.

in 2005 japanese television drama kiken na aneki illustrated change in drinking habits. plot centered on minagawa family of miyazaki province, brewers of sweet potato shōchū called imojōchū. lead character hiroko (ito misaki) spends majority of series trying come enough money save brewery loan sharks, in process becomes involved corporate distilleries. larger companies formulate advertising campaign results in imojōchū becoming popular drink. in fictional account beverage marketed young women, when had been consumed older male generation.

there several reasons shōchū s recent popularity. increasing health-consciousness, many people see more healthy alternatives. there have been well-publicized claims of medical benefits, including can effective in preventing thrombosis, heart attacks, , diabetes. versatile drink suited styles of cuisine.

shigechiyo izumi, japanese citizen apparently lived 105, made shōchū part of daily dietary regimen. practice mentioned along record in guinness book of world records. because of intimate passion shōchū, many have speculated shōchū healthy , can promote longevity. prompted local ryūkyū shōchū brewers market special longevity liquor shōchū bearing likeness on front label. despite these claims, izumi s personal physician advised against drinking shōchū, kidneys not strong enough process shōchū in advanced age. izumi went on say: without shōchū there no pleasure in life. rather die give drinking.