Naorai Co., Ltd., a sake brewery regeneration venture, produces and sells a new genre of Japanese distilled spirit called "JOCHU" created through their patented low-temperature distillation process. Starting January 2026, they have begun offering a new line of JOCHU with 35% alcohol content, JOCHU White 35, in a 700ml bottle with a suggested retail price of ¥6,500 (excluding tax). JOCHU White 35 is lighter and more approachable than the traditional 41% ABV version, offering greater versatility for serving straight, on the rocks, with soda, or as a cocktail base. The new bottle adopts the refined design of the flagship JOCHU White 41 and is offered at a new price point. In professional settings such as bars and restaurants, the approachable taste and sophisticated bottle design that enhances the atmosphere expand the possibilities for food pairings and serving occasions. Naorai has named their sustainable system of producing "JOCHU" in collaboration with regional sake breweries the "JOCHU Model," aiming to establish distilleries in 47 locations and collaborate with approximately 600 sake breweries by 2028, contributing to the preservation and development of Japanese sake culture.
*Legally classified as spirits or liqueurs under tax law.
A New Concept: Distilling Sake
JOCHU is a new Japanese spirit born from carefully selected junmai sake through Naorai's patented "Low-Temperature Distillation" technology. By minimizing heat during distillation, the process concentrates the original aroma of sake and the umami derived from rice without destroying them. It features a mellow, deep flavor, and the characteristic that it becomes more mature and rounded with age. Additionally, its high alcohol content provides excellent long-term storage properties and makes it suitable for overseas export. In foreign markets where sake is gaining attention, it has become a topic of interest among some influencers, holding potential as a new spirit in both domestic and international distilled spirits markets.
JOCHU White 35 maintains the qualities of JOCHU White 41 while offering a lighter, more approachable taste. It pairs well with a wide range of dishes, making it suitable as a dinner accompaniment or cocktail base. It's an accessible distilled spirit even for those unfamiliar with spirits, a "spirit for everyday use."
"JOCHU" - Sake that Brews the Region
Naorai Co., Ltd. produces sake under the concept of "sake that brews the region," in collaboration with sake breweries across Japan. By leveraging the individuality of sake produced by each brewery and creating new added value, they are working on sake brewery regeneration and regional revitalization. JOCHU White 35 is part of this initiative, produced as a series in collaboration with sake breweries in regions where Naorai has distilleries, including Hiroshima and Noto in Ishikawa Prefecture, aiming to create Japanese spirits that are more versatile for various occasions. At the Noto distillery, they are also advancing initiatives for Noto recovery through sake production.
About the New Bottle Design
The newly released 700ml bottle of "JOCHU" has been meticulously redesigned in center of gravity and proportions without losing its iconic design. For practical use, it pursues higher stability considering handling in professional settings such as bar back bars and restaurants. It enhances completeness as a "tool" that bartenders and chefs worldwide can freely handle. In terms of production, adjustments have been made in anticipation of transitioning to fully automated bottling, establishing a mass production foundation to deliver Japanese sake culture worldwide while maintaining the beauty of handcrafted workmanship. The design was created by Eisuke Tachikawa of NOSIGNER Co., Ltd., who has been involved as CDO (Chief Design Officer) since the company's founding. Tachikawa has been deeply involved from the strategic stage since the first product, working toward the realization of Naorai's vision to "pass on rich Japanese sake culture to the future." He also comprehensively handled everything from naming to concept development and bottle design, including naming the innovative low-temperature distillation technology "JOCHU (Purified Spirit)" by overlapping its revolutionary process with Shinto "purification," thereby establishing Naorai's unique brand identity. Naorai will continue to contribute as a challenger updating Japanese sake culture together with NOSIGNER, through collaboration with sake breweries across Japan and building sustainable regional communities through organic ingredient cultivation.
Bartender's Suggested Ways to Enjoy JOCHU White 35
*Cooperation: Eisuke Morita, Owner/Bartender at "ANNUAL RINGS" in Jiyugaoka
In Japan, there is not much custom of drinking high-proof after-dinner drinks, and distilled spirits tend to be preferred diluted with soda or in cocktails rather than straight, to soften the alcohol sensation. Against this background, JOCHU White 35 is a more manageable distilled spirit compared to the traditional 41% version, making it easy to incorporate in both restaurants and homes. It maintains its backbone even when used as a base for mixed drinks and cocktails, and its characteristic is that you can enjoy changes in flavor paired with food. Additionally, it has less "quality change after opening" common with sake cocktails and can be stored at room temperature, which are significant advantages for bars and restaurants. Along with NAORAI's initiatives to regenerate rice farmers and sake breweries, this is a bottle to watch increasingly.
Top 3 Recommended Serving Methods
Mr. Morita introduces the standard serving methods that have particularly good customer response at his bar. All can be easily enjoyed at home. All use JOCHU White 35 for "JOCHU."
JOCHU Soda
For those who want to simply enjoy the essence of JOCHU. It pairs well with Japanese cuisine and is also recommended as a dinner accompaniment.
Recipe: JOCHU 30ml / Soda as needed (approximate ratio 1:3 to 4)
Method: Put ice and JOCHU in a glass, stir lightly. Pour soda carefully to avoid hitting the ice, stir once to complete.
JOCHU Hot Water
A cup that brings out the gentle sweetness and umami derived from sake. You can also enjoy the difference in impression from the soda version, recommended for cold seasons.
Recipe: Hot water as needed / JOCHU 30ml (approximate ratio 1:3 to 4)
Method: Pour hot water first, then gently add JOCHU on top. Stir lightly to complete. (*Hot water should be approximately 90°C)
Lime Soda
A refreshing cup enjoying the compatibility of JOCHU and citrus. Besides lime, seasonal citrus such as yuzu or kabosu are also recommended.
Recipe: JOCHU 30ml / Lime 1/6 cut / Soda as needed (1:3 to 4)
Method: Put ice and JOCHU, squeeze lime and stir lightly. Pour soda, stir once to complete. (*Also pairs well with Mexican cuisine, dishes using herbs and tomatoes, and seafood dishes.)
Comments from World-Renowned Sommelier Motohiro Okoshi (Naorai Advisor / Appointed Autumn 2025)
Generally, 35% alcohol is high, but JOCHU White 35 doesn't make you feel that way, possessing a soft mouthfeel like sake and rich expressive power of umami. Though only a 6-degree difference from the 41% version, the taste impression differs greatly, characterized by a gentle, approachable taste that conveys umami nuances more clearly in one sip. Additionally, JOCHU White 35 pairs well with food as is, greatly expanding pairing possibilities. It can be said to be a bottle with a new position that "functions as a dinner accompaniment" despite being a distilled spirit. Because it combines sake-like softness with distilled spirit sharpness, it pairs particularly well with dishes centered on dashi and ingredient umami, or dishes with soft textures, and can be enjoyed with various dishes such as oden, simmered vegetables, and shirako meuniere.
Product Overview
Product Name: JOCHU White NOTO 35 700ml
Suggested Retail Price: ¥6,500 (excluding tax)
Alcohol Content: 35%
Category: Spirits
Ingredients: Sake (rice, rice koji)
Production Area: Noto, Ishikawa Prefecture
Patented Technology: Low-Temperature Distillation®
For Orders, Please Contact:
1-2-12 Sakuragaoka, Setagaya-ku, Tokyo 156-0054 TEL 0120-11-6348
Email: order@musashiya-net.co.jp
1-22-20 Nishi-Kamata, Ota-ku, Tokyo 144-0051 TEL 03-3755-8111
Email: contact@enomotonet.com
*Sales to individual customers are not available.
JOCHU Model: A Sustainable Sake Culture System Built with Regions
Naorai has named their sustainable system of producing "JOCHU" in collaboration with regional sake breweries the "JOCHU Model." They aim to establish distilleries in 8 locations nationwide in 2026 and 47 locations by 2028, targeting collaboration with approximately 600 sake breweries. Through this model, they generate the following effects and contribute to the preservation and development of Japanese sake culture.
Creating New Revenue Sources for Sake Breweries
Sake as a raw material is reborn as a high-added-value product that becomes more rounded and deeper with aging. Not limited to sake alone, it can also approach the global whiskey market (20 trillion yen scale).
Creating Regional Employment
By creating new industries in regions, they support local employment.
Promoting Tourism Attraction and Regional Branding
By developing experiential tourism and sake brewery tourism centered on "JOCHU," they aim to increase interest in regions and expand the exchange population. Additionally, by using sake produced at local breweries as raw materials, they produce "JOCHU" that leverages each sake's characteristics and individuality. They create value as a new regional specialty product.
Company Overview
Company Name: Naorai Co., Ltd.
Established: April 2015
Capital: ¥93.03 million
Representative: President and CEO Koichiro Miyake
Location: Misumi-jima Head Office: 3960 Kubi, Toyocho, Kure City, Hiroshima Prefecture Misumi-jima
Tokyo Office: Social hive HONGO, 30-10-5F, Hongo 3-chome, Bunkyo-ku, Tokyo
Brewery: Naorai Jinsekikogen Co., Ltd. Jinseki Distillery: 1729-3 Kobata, Jinsekikogen-cho, Jinseki-gun, Hiroshima Prefecture
Business: Production and sales of JOCHU and other alcoholic beverages
Company Name: NOTO Naorai Co., Ltd.
Established: October 2024
Representative: Koichiro Miyake
Location: Fu 16-2, Ichisei, Nakanoto Town, Kashima District, Ishikawa Prefecture
Business: Production and sales of JOCHU and other alcoholic beverages
Website: https://naorai.co/
Facebook: https://www.facebook.com/naoraiinc
Instagram: https://www.instagram.com/naorai_jp/
X: https://twitter.com/Naorai_JP
Podcast: https://x.gd/KIdFB
