Awamori Export Project will market Ryukyu awamori as healthy option to Europe and North America

Awamori Export Project will market Ryukyu awamori as healthy option to Europe and North America

On March 7 at the Okinawa General Bureau in Naha, Special Advisor to the Prime Minister Mitsuhiro Miyakoshi (center) and others explain the action plan to expand foreign export of awamori.


 

March 8, 2018 Ryukyu Shimpo

 

The Japanese government, the Okinawa Awamori Distillers Association, and private companies came together to create the Ryukyu Awamori Overseas Export Project. On March 7 the project held a meeting at the Okinawa General Bureau in Naha City and approved an action plan for expanding foreign export. Awamori exports are estimated at 33 kiloliters for 2017, which the project’s creators want to more than double in 2020 to 70 kiloliters. In order to do this, these agents of the public and private sectors are working together on 53 items spanning 6 overall goals, which include image-building strategies through videos and visual media, and developments targeting Western markets and karate enthusiasts.

 

Awamori has fallen behind Japanese sake and whiskey in terms of export. However, the number of foreign tourists visiting Okinawa has reached record highs for six consecutive years. This means there is rising potential to push for product recogniton and consumption of awamori.

The action plan aims to market awamori as similar to hard liquors in European and North American markets like whiskey and tequila, in terms of having high alcohol content, while advertising that awamori is a healthier, low-calorie and low-sugar option. Also, the plan aims to grow awamori’s fandom through tourists from around Asia, who will tell others about awamori when they return home.

 

(English translation by T&CT and Erin Jones)

 

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