“The SG Shochu KOME / IMO / MUGI”, a project that opens up the potential of Japanese spirits and shochu to the world

2020.03.29

“The SG Shochu” is a product that reconstitutes shochu, a popular Japanese sake, from a bar perspective as a distilled liquor grown in Japan. Even though it is a traditional authentic shochu, the frequency is raised to around 40 degrees, which is easy to use in a bar, so that you can fully enjoy the charm of rice, potatoes, and barley even in cocktails.
Planned and supervised by SG Group, led by a number of international award-winning bartenders Shingo Gokan, proposes a new shochu statue that can be enjoyed in a variety of styles, both cocktail and simple.

From the left “The SG Shochu KOME” “The SG Shochu IMO” “The SG Shochu MUGI”

“A fine spirit to Sip or Guzzle”

The “SG” in “The SG Shochu” stands for “Sip & Guzzle”, with Sip meaning “taste and drink” and Guzzle meaning “easy drink”. “ The SG Shochu ” is designed to be enjoyed by both Sip and Guzzle, and is excellent not only for traditional shochu drinking, but also as a base for classic cocktails and creative original cocktail ingredients. It is possible to enjoy.

Quality of sake

One of the unique features of authentic shochu is one of the world’s alcoholic beverages. Distillation is performed only once. Therefore, it is a manufacturing method that leaves rich flavors from raw materials. “The SG Shochu” emphasizes the characteristics of traditional authentic shochu and maximizes the flavors of rice, potato, and wheat.
“ KOME ” is a ginjo aroma derived from rice fermentation, “ IMO ” is a powerful flavor of purple potato and storage potato, “ MUGI ” is a rich aroma of barrel aging, the same as the main spirit used in the bar 40 It has a frequency of about degrees. With this frequency, these individualities can be expressed lively even in cocktails, and the harmony stands out.

“Reimagine Shochu”

The label is the face for liquor and is an important element that enhances the bar experience. The theme is to reconsider shochu as Japanese sake from the context of the global bar culture, combining traditional Japanese patterns with Western sake design elements.
Designed by United Creatives of Manchester, UK, which handles bottle labels for global liquor brands.

「The SG Shochu」

The SG Shochu KOME
・ Authentic rice shochu 40 degrees ・ 750ml
・ 2,980 yen (excluding tax)
The SG Shochu IMO
・ Real potato shochu 38 degrees ・ 750ml
・ 3,500 yen (excluding tax)
The SG Shochu MUGI
・ Authentic barley shochu 40 degrees ・ 750ml
・ 3,500 yen (excluding tax)

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