Mercian Corporation (Mercian) announced that it will introduce two of its showcase distilled spirits—the craft gin YATSUSHIRO SHIRANUIGURA YATSU BOSHI Precious Citrus Gin (YATSU BOSHI) and its international shochu brand YATSU—to the United States and Thailand beginning in January 2026. Both products originate from Mercian’s esteemed YATSUSHIRO SHIRANUIGURA distillery, a facility often described as a “Shochu Distillery of Tradition and Innovation” for its unique ability to marry centuries-old Japanese shochu craftsmanship with the refined knowledge of modern winemaking.
This expansion marks a significant step in Mercian’s ongoing strategy to position Japanese distilled spirits on the global stage, leveraging rising consumer interest in artisanal, culturally rooted beverages.
Growing Global Recognition for Japanese Distilled Spirits
Over the past few years, the global spirits industry has witnessed a remarkable shift in consumer tastes. Japanese gin, in particular, has experienced notable international momentum thanks to its sophisticated profiles, unique botanicals, and production methods that differ substantially from Western traditions. According to data from IWSR covering 2020–2024, exports of Japanese gin have grown steadily, fueled by international enthusiasm for the country’s distinctive citrus fruits, local botanicals, and meticulous small-batch distilling.
Beyond gin, the broader world of Japanese distilled spirits has also attracted strong attention. In 2024, traditional Japanese distillation techniques—especially those used in the production of shochu—were registered as part of UNESCO’s Intangible Cultural Heritage, further elevating global appreciation for the craftsmanship and cultural history behind these beverages. This recognition has helped create new demand in overseas markets, where consumers increasingly seek authenticity and artisanal heritage in their drink selections.
Mercian has been at the forefront of this trend. The company has already expanded its exports of craft gin and shochu to countries such as Australia, South Korea, and Malaysia, each showing encouraging results. Building on this foundation and sensing strong potential for further growth, Mercian is preparing to introduce YATSU BOSHI and YATSU into two strategically important markets:
- The United States, currently the world’s largest spirits market (IWSR 2024), where consumers have embraced Japanese whisky and are now showing increased interest in high-quality Japanese gin and shochu.
- Thailand, where the popularity of Japanese cuisine has surged in recent years, bringing with it a rising appetite for complementary beverages, including Japanese sake, shochu, and premium gin.
Mercian believes the combination of these two markets will significantly accelerate its global spirits business in the coming years.
YATSUSHIRO SHIRANUIGURA: Spirits Born From Nature, Tradition, and Innovation
The YATSUSHIRO SHIRANUIGURA distillery is located in Yatsushiro City in Kumamoto Prefecture, a region renowned for its abundant natural resources, fertile soil, and ideal climate for citrus cultivation. The distillery has long honored the local environment, crafting spirits that express the essence of the region while innovating to reach new audiences.
The philosophy at YATSUSHIRO SHIRANUIGURA blends heritage with creativity. Master distillers employ techniques passed through generations of shochu-making, including koji fermentation and single-distillation methods, while incorporating modern insights from Mercian’s winemaking division. This fusion allows for unique flavor extraction, improved aromatic expression, and an artisanal quality that distinguishes the distillery’s spirits from global peers.
Introducing YATSU BOSHI: A Citrus-Forward Japanese Craft Gin
As part of its 2026 overseas launch, Mercian will debut YATSU BOSHI Precious Citrus Gin in both the United States and Thailand. This gin embodies the signature strengths of Japanese craft distillation, highlighting the country’s celebrated citrus varieties—especially those grown locally in Kumamoto.
YATSU BOSHI incorporates three premium Japanese citrus fruits:
- Aoyuzu, known for its gentle sourness and aromatic, refined fragrance
- Shiranui, a sweet and rich citrus with deep, rounded flavors
- Banpeiyu, famous as one of the world’s largest citrus fruits, offering a bold yet elegant aroma
By applying shochu distillation techniques to gin-making, YATSUSHIRO SHIRANUIGURA is able to preserve the vivid character of these citrus varieties, resulting in a gin that is bright, layered, and distinctly Japanese. The spirit is crafted using a single-distillation method that maximizes botanical expression while maintaining clarity and smoothness. As a result, YATSU BOSHI stands out not only for its regional authenticity but also for its craftsmanship, appealing to consumers who value high-quality, small-batch spirits.
YATSU: A Shochu Brand Designed for Global Audiences
In addition to gin, Mercian will also introduce YATSU, an overseas-focused shochu brand launched in 2025. The YATSU series was created with the specific aim of expanding the global presence of shochu—a centuries-old Japanese spirit that remains relatively unfamiliar in many markets when compared to sake or whisky.
YATSU represents both tradition and innovation. It is produced using carefully sourced natural ingredients from regions across Japan, selected for their purity and distinct characteristics. The brand offers international consumers an approachable introduction to shochu, with flavor profiles crafted to suit global palates while remaining faithful to traditional Japanese methods.
By simultaneously launching both gin and shochu, Mercian aims to introduce consumers first to a familiar category—gin—and then invite them to explore shochu, thereby deepening appreciation for Japan’s heritage in distilled spirits.
Strengthening Global Awareness of Japanese Craftsmanship
Mercian sees this dual launch as both a business opportunity and a cultural mission. The company hopes that by presenting internationally recognized spirits such as gin alongside culturally rooted offerings like shochu, it can encourage consumers around the world to discover the richness of Japan’s traditional brewing and distilling techniques.
Moreover, Mercian believes that greater global recognition of YATSUSHIRO SHIRANUIGURA will reinforce the brand’s value and contribute to the revitalization of Yatsushiro City and the broader Kumamoto region. Increased demand for local ingredients—especially citrus fruits—and expanded tourism interest in traditional distilleries could bring economic and cultural benefits to the community.
A Broader Vision Within the Kirin Group
As part of the Kirin Group, Mercian aligns its mission with the Group’s broader commitment to creating a society enriched by meaningful experiences in food and health. The Kirin Group emphasizes manufacturing practices that honor both people and nature, and Mercian’s approach to crafting gin and shochu reflects that philosophy.
Through thoughtful product development and responsible expansion into global markets, Mercian seeks to share new forms of enjoyment with consumers worldwide, strengthening cultural connections through the universal language of exceptional spirits.
Source Link:https://www.kirinholdings.com/
