Greetings all! Welcome to the very first in our special round-up of all the news in Shochu and K-sool across the globe! If you're here from the website, please go and sign up for an account and subscribe to the digest, we do it every two weeks and there is always something new and interesting coming out across these drinks categories!
We endeavour to curate things we think will be of a wide range of interests, and in this edition there is everything from award winning shochu, cocktail competitions, new matcha soju and challenges to the industry in consumption rates - so enjoy all of this weeks news!
Japanese Shochu and Awamori
Awards
Miley Kendrick Wins Great Honkaku Shochu & Awamori Contest 2026
The Great Honkaku Shochu and Awamori Contest 2026 saw Miley Kendrick from Leeds' Domino Club take home the top prize, showcasing a really creative invention using Shochu. Her winning cocktail, aptly named 'What's The Story with Awamori?', was a masterful blend featuring Yokka Koji Awamori (yum!), complemented by unique elements like oyster shell-infused dry vermouth and a hint of smoky Scotch. It's inspiring to see such innovative uses of Awamori on the international stage - and that drink just sounds really tasty!
Image via The Spirits Business
Jacob Ruley Wins USA Shochu Cocktail Competition 2026
Seems theres a few fun compeitions going on lately! Its great to see that Seattle's Jacob Ruley, from Tavern Law, has emerged victorious in the Japan Sake and Shochu Makers Association's (JSS) USA cocktail competition, demonstrating the versatility of shochu in modern mixology. His winning creation, 'Imo Boy', was a clever twist on the classic Old Fashioned (an we love old fashioneds!), built around a rich imo (sweet potato) shochu base. This impressive win not only highlights Ruley's skill but also earns him a grand prize trip to Japan, a sweet opportunity to explore the spirit's origins.
Image via The Spirits Business
Culture
Shochu and Awamori Festival Explores Japanese Spirits Education in Hong Kong
Over to Hong Kong now, which recently played host to Gokan's second annual Shochu & Awamori Festival, an insightful event dedicated to exploring how education can truly transform drinking habits. This invite only industry session shone a spotlight on diverse shochu expressions from five Japanese prefectures, featuring a compelling panel discussion with leading figures like mixologist Shingo Gokan and distiller Tatsuya Mawatari. It’s a awesome example of how dedicated education in Shochu (which we're all about!) can foster a deeper appreciation for these unique Japanese spirits.
via DrinkCollectiv
Image via DrinkCollectiv
Market
Asian Spirits Including Shochu Gain Popularity on DC Drink Menus While only a tiny fraction of shochu and Awamori traditionally leaves Japan, these distinctive spirits are now steadily making their way onto cocktail menus across the U.S., particularly in places like Washington D.C. Bartenders and enthusiasts are discovering the unique character that koji fermentation imparts, creating umami-laden spirits unlike anything else. It's exciting to see more people embracing these Japanese treasures and their incredible versatility. via WTOP News
Image via WTOP News
Korean Sool
Export, New Product, Marketing
HiteJinro Launches Limited-Edition Soju in Collaboration with MLB's LA Dodgers for North American Market
HiteJinro is hitting a home run in North America, teaming up with MLB's LA Dodgers for a special limited-edition soju range. This exciting collaboration, featuring Chamisul Fresh and six fruit liqueurs, is set to launch in Southern California, tapping into the Dodgers' massive global fanbase and the surging interest in K-culture. It's a strategic move that builds on HiteJinro's impressive 28% average annual growth in U.S. soju exports over the past five years. via HiteJinro
Awards
Minhwa Spirits Yong Awarded 'Best of Class' at San Francisco World Spirits Competition 2025
A true testament to traditional craftsmanship, Minhwa Spirits Yong has been crowned the world's best soju, earning the prestigious 'Best of Class' award at the San Francisco World Spirits Competition 2025. This high-ABV craft spirit, meticulously made using traditional rice and nuruk fermentation, impressed top industry experts in a blind tasting. It's a significant win that underscores the global recognition and validation of time-honoured production methods in the spirits world. via Barchart
Market
E-Mart Launches 990-Won Makgeolli to Combat High Inflation
In a move to help consumers combat rising inflation, E-Mart in Korea has launched a special, limited-time offer on "Googootak Makgeolli," priced at an incredibly affordable 990 won - roughly half the market average. This initiative, capping sales at 100,000 bottles nationwide, provides a delicious, sweet and savory makgeolli made with 100% domestic rice, making traditional tastes accessible to everyone. via Seoul Economic Daily
Global Macro Metrics: IWSR Projects Massive Soju Influx (Late May Analysis)
The IWSR (International Wines and Spirits Record) published an extensive market research piece tracking the massive volume acceleration of soju in Western hospitality markets, heavily propelled by Gen Z consumer habits and global hallyu (Korean wave) entertainment.
The Forecast: While premium and traditional soju variations currently account for less than 1% of total US spirit volumes, the IWSR explicitly forecasts a staggering +16% CAGR volume growth between 2024 and 2029. This performance sharply counters the broader projected decline of -2% across the overall US spirits market.
Korea's Drinking Culture Undergoes Major Shift as Soju Sales Collapse Korea's drinking culture is undergoing a profound transformation, with a significant structural shift leading to a decline in overall soju sales. Major players like Lotte Chilsung Beverage are responding by diversifying their offerings, introducing non-alcoholic options, lower-calorie beers, and even innovative packaging like a 200ml "Saero" soju in a milk-box style. This signals a broader trend of consumers drinking less, prompting the industry to adapt to evolving preferences. via Seoulz
Image via Seoulz
Korean Solo Economy Drives Craft Soju and Makgeolli Growth
The rise of Korea's "honsul" or solo drinking economy is profoundly reshaping its once communal drinking culture, fostering a new appreciation for craft soju and low-ABV makgeolli. This shift has led to an expansion of these premium options in convenience stores and the emergence of specialized "bottle shops" offering a curated selection of spirits. It's fascinating to see how individual preferences are now driving innovation and creating more private, discerning ways to enjoy traditional Korean beverages. via Seoulz
Image via Seoulz
Production
Sunyang Soju Launches Korea's First Matcha-Flavored Soju
Sunyang Soju is shaking up the Korean soju market with the launch of "Sunyang Matcha," marking the country's very first matcha-flavored soju. This innovative new product, currently available at a promotional price, aims to cater to consumers eager for diverse and exciting new tastes. Chairman Cho Woong-rae hopes this unique offering will expand the options available and showcase the evolving versatility of soju. via Seoul Economic Daily
Entrepreneurial Profiles: The Rise of "Haeil Makgeolli" (May 29, 2026)
A deep-dive feature by The Korea Times put a spotlight on Han Ji-hye (30), a former office marketer who left corporate life to establish a micro-brewery named Haeil Makgeolli in the Gwanak District of Seoul.
The Blueprint: Operating out of an incredibly compact 6.6-square-meter commercial brewing space, Han focuses entirely on small-batch, hand-crafted deot-sul (secondary fermentation) techniques.
Technical Aging: In the profile, she highlights the dynamic, volatile nature of live traditional rice wine, showcasing how two months of extended aging completely transforms her signature lemon-and-thyme infused Haemak Cheong-a expression from a light, crisp drink into a deeply rich, complex liquid.
Jinmaek Soju Revives 480-Year-Old Wheat Soju Tradition
In a remarkable feat of cultural revival, Sungho Park, founder of Jinmaek Soju, has brought back a 480-year-old tradition of wheat-based soju from his rural Andong farm. This ancient style, once reserved for Korean nobility, had vanished for centuries due to historical changes in regulations and production methods. Now, Park is crafting 30,000 bottles annually, with ambitious plans for tenfold growth by 2029, reintroducing a lost piece of Korea's rich sool heritage. via The Drinks Business
Image via The Drinks Business
Export
Korean Premium Sool Conquers Fine Dining Globally
Korean premium sool is making significant inroads into the global fine dining scene, with yakju, cheongju, and artisanal spirits now gracing international menus. Makgeolli, in particular, is leading this premiumization trend, transforming from a humble drink into a sophisticated tasting product through methods like long fermentations, traditional nuruk, and even wood aging. With exports exceeding 14,700 tons in 2024 and the U.S. becoming its second-largest foreign market, Korean sool is truly captivating palates worldwide. via IrishDentist.ie
Image via IrishDentist.ie
Across the Industry
Research
New Research Reveals Koji Fermentation's Impact on Aroma Development
New research is shedding light on the intricate science behind koji fermentation, offering one of the first detailed characterizations of how volatile compounds develop during the process. This groundbreaking study moves beyond traditional rice and soybean systems, exploring koji's impact on cereal brans and oilseed press-cake side-streams. It reveals how substrate composition, enzyme activity, and moisture levels all intricately combine to shape the unique metabolic and aromatic profiles of koji-fermented products. via Frontiers in Microbiology
Image via Frontiers in Microbiology
Barley Koji Research Explores Brewing Applications and Malt Quality
Koji, a cornerstone of Japanese fermentation, is now being explored for its exciting potential in modern brewing, offering a unique alternative to traditional specialty malts. A recent study has delved into the suitability of kilned barley koji, assessing how different steeping and solid-state fermentation durations impact malt quality and metabolomic profiles. This research opens up fascinating possibilities for brewers to harness koji's enzymatic and flavour-enhancing properties in new and innovative ways. via Taylor & Francis Online
Female Frontrunners & Koji Philosophy (May 2026 Issue)
Umami Mart’s annual focus piece on prominent women in the brewing and distilling industries highlighted the shifting operational landscapes spearheaded by female Tojis. The article explores how modern masters are breaking out of rigid historical models to implement structural workplace overhauls (such as Niizawa Jozoten's progressive shift schedules) and innovative flavor ideals—such as Saori Kobari's small-batch Usake line, which emphasizes room-temperature enjoyment to fully unlock the natural mellowness of the koji mash.