E117: Christopher Pellegrini: Bigger than Tequila? Launching a New Japanese Spirit Category in the U.S.

This week, Roger sits down with Christopher Pellegrini, an expert in Japanese spirits—particularly Shochu and Awamori—and founder of Honkaku Spirits, a distillery dedicated to bringing intensely artisanal Japanese spirits to the United States. Christopher shares his entrepreneurial journey in introducing these relatively unknown spirits to the American market. The conversation covers his background, the challenges of exporting spirits to the U.S., and the significant educational efforts required to establish a new spirits category. He also delves into the intricacies of Shochu, a Japanese distilled spirit that can be made from a variety of diverse ingredients such as barley, sweet potatoes, rice, and buckwheat, emphasizing its unique fermentation process involving Koji mold. Additionally, he addresses the labor-intensive regulatory hurdles and shares strategies for navigating the American three-tier distribution system.

Christopher underscores the importance of trust and relationship-building in business, especially given the frequent turnover in the food and beverage industry. He also highlights the cultural differences that impact business practices between Japan and the U.S., sharing personal anecdotes that reveal the importance of respect, patience, and adaptability. Lastly, he discusses his book, The Shochu Handbook, and the role of education in raising awareness about Japanese spirits. Christopher recounts the challenges he faced in gathering information and his commitment to creating a valuable resource. Through this lens, he provides practical insights for entrepreneurs facing similar challenges in introducing a new product to an untapped market.

 

Topics Include:

• Christopher’s Love of Japanese Culture and Spirits 

• The Art and Science of Shochu and Awamori

• The Challenges of Bringing Japanese Spirits to the U.S.

• The Challenges of Distribution and Market Competition

• Exploring Christopher’s Book The Shochu Handbook

 

Christopher’s Book Recommendation: 

Influence Is Your Superpower: The Science of Winning Hearts, Sparking Change, and Making Good Things Happen

 

Connect with Christopher: 

Website

Honkaku Spirits

Book

Instagram

Facebook

 

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Produced By: Social Chameleon