Japan’s top 50 shochu producers saw a 1.6% year-on-year decline in total sales in 2024, falling to ¥222.7 billion, according to Teikoku Databank. This marks the first drop in two years. Kirishima Shuzo, the largest maker based in Miyakonojo, Miyazaki Prefecture, posted an 11.8% revenue decline due to crop damage from a sweet potato disease. Despite retaining the top rank for the 13th year, the company struggled with raw material shortages. Sanwa Shurui (makers of “iichiko”) and Nikaido Shuzo (makers of “Nikaido”) held the second and third spots, respectively. The overall decline also reflects waning alcohol consumption among younger generations. Red ink affected 25% of firms surveyed, up from 20% last year, as rising material and labor costs squeezed profits. Leadership transitions at major firms signal efforts to reach new markets, with Kirishima Shuzo focusing on aromatic shochu to attract younger consumers. Source: Yomiuri
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