and okinawa "HABUSH"
and Okinawa (Naha City, Okinawa Prefecture) have launched a new generation hub liquor "HABUSH" blended with 13 kinds of herbs.
The brand director is Awich, the one and only female HIPHOP queen who leads the Japanese hip-hop world. We aim to create a new shot drink culture in the club scene and party scene.
HIPHOP Queen Awich
500ml bottle, spirits, 35% alcohol, 4,400 yen (tax included), manufactured by Nanto Group's Uehara Sake Brewery (Itoman City). It will be sold mainly in clubs and bars in Tokyo, and will be sold in limited quantities on the official website.
On November 29th, a launch tasting party was held at the bar "Insomnia Yugi Lion" (Shibuya-ku, Tokyo), where Awich made a brand presentation.
Habushu, a traditional medicinal sake with a history of hundreds of years, was nurtured in the rich nature of Okinawa. It has evolved into an easy-to-drink “HABUSH” while maintaining its nutritional and tonic power. Aiming to create foods and drinks that are so effective that they can be used as medicines, which is called “nuchigusui” in Okinawa, 13 kinds of herbs used in oriental medicine (turmeric, cinnamon, kumisukuchin, longan, cinnamon, jujube, and chinpi). , Sichuan pepper, clove, cinnamon bark, gokapi bark, carrot, licorice) and original habu extract containing many ingredients that are the source of life. Careful preparation and blending of herbs to eliminate the odor of habu make it an easy-to-drink dry spirit with a refreshing flavor and sharp aroma that are not found in conventional habu sake.
Awich says, "Okinawa has world-class natural resources and culture. People from all over Japan and all over the world are fascinated by the charm of Okinawa's culture and climate, and it is loved by many people. However, I believe that the culture of this island has much greater potential.Imagining that was the starting point for this project.Through my artist activities, I have visited many places across the country and met many people. As I live my life, I believe that at the same time I can spread Okinawan culture to the whole country and have it incorporated into the lives of young people. I want to provide people with a healthy and fun time.I also hope that the islanders will have more confidence in the culture of Okinawa and help them grow."
By acquiring a position as a top substitute for the tequila market in the party scene, the company plans to capture a 1.7% share of the tequila market in the third year. From January next year, on the marketing front, Awich HABUSH CLUB tours will be held, limited goods will be developed in collaboration with various brands, HABUSH GIRLS will be formed, and special experience places will be created in Okinawa. By increasing the number of stores that carry it, we will develop it into a popular standard product among young people.