Shochu Maker Eyes U.S. Lifestyle Market With Fashion Week Sponsorship Nikaido, a 160-year-old Japanese family distillery, has signed on as the Official Spirits Sponsor of New York Fashion Week 2026, marking the company's expansion beyond bars and restaurants into high-profile cultural events. The Oita, Japan–based producer will debut its low-calorie, low-alcohol Nikaido Oita Mugi Shochu at two NYFW venues: on September 7 at Runway 7 (the official model casting and media day, which draws more than 3,000 models, 250+ designers, press, and photographers) and September 11–13 at Sony Hall during designer showcases.

## Three Signature Cocktails for Runway 7 At the September 7 casting event, Nikaido will operate a pop-up bar serving three cocktails: - Hojicha Martini: Nikaido paired with roasted green tea
- NIKASO: A refreshing, easy-drinking option designed for multiple servings
- TokyoSlide: Nikaido with soda and Martinelli's sparkling apple cider During the September 11–13 showcase period at Sony Hall, Nikaido will serve two cocktails: New Fashion (a low-sugar Old Fashioned variant) and the Hojicha Martini. Stages run at 11 a.m., 1 p.m., 3 p.m., 5 p.m., 7 p.m., and 9 p.m. each day.

Why Shochu Belongs in Fashion Yuichi Nikaido, the eighth-generation president of the company, said: "Nikaido Shochu is dedicated to introducing shochu, one of Japan's most beloved traditional spirits, to a wider audience across the United States. While we have been building awareness through bars and restaurants, and more recently through sports partnerships on the West Coast, we also believe that shochu belongs in lifestyle and cultural moments that shape contemporary America. As New York Fashion Week is one of the world's leading platforms for fashion, creativity, and cultural influence, it presents a unique opportunity to introduce shochu to new audiences and showcase its versatility in a fresh and modern context."

Background: The Mugi Revolution The Nikaido family founded a nihon-shu brewery in Oita prefecture in 1866 and switched to shochu production in 1949. In the early 1970s, Akira Nikaido (6th generation president) developed a novel method for making 100% barley koji shochu—a departure from the rice koji traditionally used since the 16th century. Combined with vacuum distillation, the resulting spirit had a cleaner flavor profile with floral, vanilla, toasted coconut, and stone-fruit notes. When the first 100% mugi (barley) shochu was released in 1974, it expanded the spirit's appeal beyond its regional base. Today, Oita produces 99.6% of Japan's mugi shochu and the style became Japan's national drink.

Why It Matters

As U.S. spirits operators seek lower-ABV options and international authenticity, shochu's positioning as a premium yet approachable spirit aligns with emerging consumer preferences. NYFW's cultural reach provides Nikaido with access to high-net-worth consumers and media influencers, while the format—tastings at lifestyle events rather than traditional spirits tastings—signals a shift in how Japanese distillers are marketing to American audiences beyond the on-premise channel.

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Written by FBM Publications Editors