Shōchū highball, or "chūhai" for short, is a Japanese alcoholic beverage consisting of barley shōchū (mugishōchū or 麦焼酎, a 25% abv distilled alcohol) mixed with carbonated flavored water, traditionally lemon.
The goal of this project is to introduce chūhai to the American market, riding on the popularity of hard seltzers.
Unlike many cheaper hard seltzers, this product will not target party/high-energy settings. Instead, this brand will offer a more premium experience, for picnics and beach days. It will also be offered in Japanese restaurants, with refined flavors that will pair well with the Japanese flavor palette.