This document discusses potential branding and marketing strategies for introducing shochu to the North American market. It proposes positioning shochu as ready-to-drink beverages, tea drinks, wine-style drinks for home or cafes, affordable 1000 yen drinks sold in convenience stores, traditional Japanese-style drinks for sushi restaurants, and higher-end 46% alcohol drinks branded similarly to scotch with classic, sophisticated imagery.
5. Shochu Tea
Women make up HALF the Shochu market in Japan. Why? Because of TEA.
In the Eighties Bartles & James Wine cooler took America and young
t e g t es a t es & Ja es e coo e too e ca a d you g
women by STORM. Sold in 2liter bottles by the millions at every 7‐11
Need something between afternoon beer and after work drink? TEA
Healthy and great tasting perfect anytime for anyone.
What is the new look? SHOCHU TEA
DEC 2007
10. Shochu 1000YEN
This is clean and pure like high power water. 10
This is clean and pure like high power water 10
percent alcohol meant to drink straight or with
tea, soda or water. This is the drink to buy
when you are celebrating with a lot of people
when you are celebrating with a lot of people
or just want to PARTY
DEC 2007
14. Shochu (Scotch) 46%
( )
Image is reserved classic.
Something to sip and enjoy.
Special moments, expensive, status, pleasure
Special moments expensive status pleasure
Brand is reminiscent of great books, names and places
DEC 2007