Nishihira Distillery’s brown sugar shochu is ‘sonically aged’ using various genres of music to coax different flavours from the spirit
At a small distillery in Japan’s Amami Islands, speakers thump with reggae basslines, hip-hop beats and other music. It is not for the workers, but for the barrels of kokuto shochu absorbing the vibrations.
The team behind this “sonically aged” spirit says the music genres coax different flavours from the spirit, adding a rhythmic twist to the centuries-old island tradition that is gaining fans far beyond Japan.
“When I became the CEO in 2021 after taking over the business from my father, I knew I had to make changes to appeal to a wider range of customers,” says Selena Nishihira, president of Nishihira Distillery on the sun-drenched Amami Oshima, the largest of the Amami Islands.
Your personal data will be processed and information from your device (cookies, unique identifiers, and other device data) may be stored by, accessed by and shared with 88 TCF vendor(s) and 20 ad partner(s), or used specifically by this site or app.
