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 makeupHALFtheShochu marketinJapan.Why?BecauseofTEA.
IntheEightiesBartles &JamesWinecoolertookAmericaandyoung
t e g t es a t es & Ja es e coo e too e ca a d you g
womenbySTORM.Soldin2literbottlesbythemillionsatevery711
Needsomethingbetweenafternoonbeerandafterworkdrink?TEA
Healthyandgreattastingperfectanytimeforanyone.
Whatisthenewlook?SHOCHUTEA
DEC 2007
10. Shochu 1000YEN
Thisiscleanandpurelikehighpowerwater.10
This is clean and pure like high power water 10
percentalcoholmeanttodrinkstraightorwith
tea,sodaorwater.Thisisthedrinktobuy
whenyouarecelebratingwithalotofpeople
when you are celebrating with a lot of people
orjustwantto PARTY
DEC 2007