BEAMS JAPAN, a brand run by BEAMS Inc. to promote the charms of Japan, will be collaborating with Takahashi Shuzo Co., Ltd., Sanwa Shurui Co., Ltd., and Satsuma Shuzo Co., Ltd. to launch the project "Recommendation for Shochu 2020" from December 1, 2020, to promote how to enjoy authentic shochu.


Now in its second year following its inaugural event in 2019, the "Recommendation of Shochu" project not only promotes the deliciousness and depth of Takahashi Shuzo Co., Ltd.'s rice shochu "Hakutake KAORU," Sanwa Shuzo Co., Ltd.'s barley shochu "Iichiko," and Satsuma Shuzo Co., Ltd.'s sweet potato shochu "Shiranami," but also shares free and fun ways to spend your time with alcohol from the fictional "Snack Beams Japan."

Kookie! Design Package Cup Shochu: Shiratake KAORU, Iichiko, Shiranami, 300 yen each (excluding tax)
The main visual for "Shochu Recommendation 2020" is a surreal yet somewhat cute illustration of rice, wheat, and potato by Kukki!, a comedian who has also attracted attention worldwide as an artist. The designs have been commercialized as original BEAMS JAPAN packaging designs for cup shochu "Hakutake KAORU," "Iichiko," and "Shiranami," as well as on T-shirts. They will be sold at BEAMS JAPAN stores in Shinjuku, Shibuya, and Kyoto, as well as at BEAMS stores in Kumamoto, Oita, and Kagoshima, the home of the three shochu varieties. (In Kumamoto, Oita, and Kagoshima, only apparel will be sold.) At BEAMS JAPAN in Shinjuku, a pop-up shop will be set up, imagining what Snack Beams Japan would be like in Shinjuku Golden Gai. With the spread of COVID-19 this year putting restaurant districts in a difficult position, we thought back to Shinjuku Golden Gai, located close to BEAMS JAPAN. As part of the "Recommend Shochu" project, which promotes the deliciousness and joy of alcohol, we designed a new sign that will be unveiled on December 1st in Shinjuku Golden Gai, which will be unified under a new name, to support those who support Japan's drinking culture. Shinjuku Golden Gai is a unique place that has been loved by cultural figures from all over the world, and we hope that it will continue to be a place that connects cultures and gives birth to new cultures.

New Shinjuku Golden Gai Signboard (Designed by BEAMS)
There are nine types of apparel goods being released this time, including Kukkie! In addition to the long-sleeved T-shirt featuring designs of rice, wheat, and potatoes by Shibakiri Shigeyuki, who is known for his stencil prints, there is also a long-sleeved T-shirt with a print of the old Shinjuku Golden Gai sign, and a long-sleeved T-shirt with an illustration of the hometowns of Shiratake KAORU, Iichiko, and Shiranami by Shibakiri Shigeyuki, who is known for his stencil prints. Caps embroidered with the names of each of the three shochu brands and printed tote bags will be sold at BEAMS JAPAN stores in Shinjuku, Shibuya, and Kyoto, as well as at BEAMS stores in Kumamoto, Oita, and Kagoshima, the hometowns of the three shochu brands, and the official BEAMS online shop.

"Shochu Recommendation. 2020" 9 types of apparel goods and 3 types of cup shochu
Clockwise from the bottom left to the center:
・Long-sleeved T-shirt Shibakiri Shigeyuki design/Hakutake, Iichiko, Shiranami 5,500 yen (excl. tax)
・Embroidered cap Hakutake, Iichiko, Shiranami 4,500 yen (excl. tax)
・Long-sleeved T-shirt Shinjuku Golden Gai old signboard 5,000 yen (excluding tax)
・Tote bag 1,500 yen (excluding tax)
・Long-sleeved T-shirt with Cookie! design 5,500 yen (excluding tax)
・Cup shochu 200ml: Hakutake KAORU, Iichiko, or Shiranami 300 yen (excluding tax)

Shinjuku Golden Gai Old Sign Print Long-Sleeved T-Shirt/Black (Not for Sale, Provided by Shinjuku Golden Gai Members)
As the COVID-19 pandemic continues to pose challenges, the "Shochu Recommendation" project offers a limited edition black long-sleeved T-shirt featuring the old Shinjuku Golden Gai sign, a nostalgic memory for those who gathered there, as a way of supporting those working to preserve Japan's unique drinking culture that has been nurtured in the area. We hope that once the situation is resolved, we will all be able to enjoy delicious alcohol again.

"Shochu Recommendation" is an alliance between three leading companies in the shochu industry and BEAMS JAPAN, and will promote the deliciousness of shochu itself and various ways to drink it, as well as the appeal of alcoholic spaces and culture, including snack bars, that can be enjoyed by those unfamiliar with shochu.

■ Event Overview
Contents
Sales of limited items
"Hakutake KAORU," "Iichiko," and "Shiranami" cup shochu in original packaging
9 types of apparel goods
In-store corner development
"Snack Beams Japan" pop-up shop at BEAMS JAPAN (Shinjuku)
Special corners at BEAMS JAPAN Shibuya, BEAMS JAPAN Kyoto, BEAMS Kumamoto, BEAMS Oita, and BEAMS Kagoshima
New signboard design for Shinjuku Golden Gai (BEAMS is in charge of the new signboard design)

Period
From Tuesday, December 1, 2020 *The event period varies by store

Sales stores
BEAMS JAPAN (Shinjuku), BEAMS JAPAN Shibuya, BEAMS JAPAN Kyoto: Scheduled to end on Wednesday, January 6, 2021
BEAMS Oita, BEAMS Kumamoto, Beams Kagoshima: Scheduled to end on Sunday, December 13th *The three stores on the left will only be selling apparel goods
Beams official online shop www.beams.co.jp
>
Special site URL
www.beams.co.jp/special/teamjapan/shochu/

Teaser movie URL (comment from Kukki! immediately after the design was completed)

https://youtu.be/asfI259-H0Q
■ Product information

"Shochu Recommendation. 2020" original apparel goods

Kukki! Designer long-sleeved T-shirt (white) 5,500 yen (excluding tax)
Shibakiri Shigeyuki designed long-sleeved T-shirt Hakutake/Iichiko/Shiranami (white/mixed grey) 5,500 yen (excluding tax)
Old Shinjuku Golden Gai sign (white) 5,000 yen (excluding tax)
Embroidered cap Hakutake/Iichiko/Shiranami (navy) 4,500 yen (excluding tax)
Logo tote bag (natural blue) 1,500 yen (excluding tax)
Cup shochu 200ml Hakutake KAORU/Iichiko/Shiranami 300 yen (excluding tax)
■ Cookie! Profile


Born March 12, 1976 in Shiga Prefecture.
A Japanese comedian. Member of Yoshimoto Creative Agency. Active as part of the comedy duo Yasei Bakudan.
He creates everything himself, from the material to the props for his sketches. The works he produces are full of originality, unlike anything else in Japan. His works vary widely, from monochrome to pieces using a lot of color. He paints using oil-based markers and acrylic paints. He has not learned from anyone and is completely self-taught. His shading is also beautifully done.
He sometimes uses his own face as a canvas, creating photographs using makeup that mimics the faces of famous people, not only from Japan but also overseas. Although the pieces may seem dissimilar, many people are captivated by their unique style. They have a wide fan base, including creators, talents, and celebrities from all walks of life in Japan.

■ About BEAMS JAPAN
Launched in 2016 as a project to spread the appeal and fun of Japan to the world. Based at three BEAMS JAPAN stores in Shinjuku, Shibuya, and Kyoto, the project brings together products that highlight Japanese technology, regional masterpieces backed by tradition, modern culture and art, as well as fashion items such as carefully selected original clothing, spreading the appeal of Japanese things and experiences both domestically and internationally.
To date, the project has collaborated with local governments such as Kobe City in Hyogo Prefecture, Beppu City in Oita Prefecture, Nagoya City in Aichi Prefecture, and Fukushima Prefecture, as well as companies from other industries, and has undertaken numerous projects, including in-store events, product development, and the publication of guidebooks.



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