Photo= Shochu mixed with coffee, which is jointly promoted by Takara Shuzo and UCC

Takara Shuzo Co., Ltd., the biggest producer and distributor of "shochu," or Japanese distilled liquor, and UCC Ueshima Coffee Co., Ltd., the leading company for regular coffee, located in Kobe, Hyogo Prefecture, will jointly launch a marketing campaign to promote shochu mixed with black coffee at supermarkets. The top makers will cooperate to create new demand.

The shochu market is sluggish these days due to the boom in wine and sake, whereas the coffee market is exploding as convenience stores successively expand coffee selections, including freshly brewed coffee. As Takara Shuzo is trying to revitalize its market, and UCC is aiming at further market growth, both companies have found a common interest.

They are jointly proposing to mix Takara Shuzo's "Gokujo Takara Shochu," or its highest-quality shochu, and UCC's "BLACK muto," or sugar-free black coffee, in a one to three proportion, calling it "Gokujo BLACK Shochu (Bura-Chu)." Rich in flavor and fragrance, it is popular in Okinawa and Kyushu. Their goal is to have 500 supermarkets all over Japan provide sales space tied up with the campaign.

Takara Shuzo said expectantly, "The main consumers of shochu are in their 40s or older. So we will stimulate new demand in the younger generation. We want to promote this as a liquor unique to Japan, just like sake." UCC said, "There are many chances to have coffee in the morning or during working hours, but we would like people to have coffee at night, and broaden the demand."