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Episode #47 The SG Shochu with Joshin Atone

Lately it feels as though we’re teetering on the verge of shochu’s day in the limelight. Japan’s indigenous spirit with about as much market and mindshare as the beverage more commonly associated with the island nation – sake – has been gradually demanding more and more attention amongst some many of the world’s most prolific bartenders, mixologists and connoisseurs of fine spirits. However, despite the category’s all-too-common association at home, the incredibly diverse, distinct and delicious category has struggled to find a way to reach the masses.With The SG Shochu, internationally renowned bartender and arguably currently the world’s most successful bar owner, Shingo Gokan, and his team at the SG Group are setting out to change that. Should they manage…

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