Orion Breweries Ltd. launched its first lineup of canned chūhai — a drink typically made of shōchū or vodka mixed with a nonalcholic beverage — on Tuesday, seeking to win over young drinkers who are increasingly drawn to the beverages and away from beer.
Three kinds of chūhai products containing vodka and locally grown shiikuwāsā (flat lemon) fruit juice debuted under the brand Watta. "Wattā" means "we" in the local dialect.
"By adding local fruit and spices, we aim to make it a brand that conveys the appeal of ingredients produced in the prefecture," Orion Breweries executive Masakazu Miyazato told reporters on May 8.