Japanese Alcohol Guide: Sake, Shochu, and Chuhai Explained for First-Time Drinkers

Meta Description: Complete guide to Japanese alcohol: sake, shochu, and chuhai explained. Learn the differences, where to drink, and what to try first in Japan.

I thought I knew alcohol until I stepped into a Japanese convenience store and realized I knew nothing. Rows of colorful cans with Japanese characters, bottles that all looked the same, drinks I'd never heard of—standing there trying to decide what to buy was genuinely overwhelming. Do I want the one with the pink can? What's the difference between all these clear bottles? And why is everyone raving about something called Strong Zero?

Japanese alcohol culture is unique, approachable, and surprisingly affordable. You don't need to become a sommelier to enjoy it—you just need to know what you're looking at and what you might actually like. The beauty of Japan is that experimentation is cheap. A can of chuhai costs ¥150-200, sake starts around ¥500, and you can try multiple drinks without spending much. This guide breaks down sake, shochu, chuhai, and more in plain language, so you can confidently grab something at a convenience store or order at an izakaya without feeling lost.

Japanese Sake (Nihonshu) - The Classic

What It Actually Is

Sake is rice wine, except it's brewed like beer, not fermented like wine. Made from rice, water, koji mold, and yeast, it typically has 15-20% alcohol content. Here's something confusing: in English we call it "sake," but in Japan, "sake" (酒) just means alcohol in general. The rice wine is actually called "nihonshu" (日本酒). Don't worry, if you say "sake" everyone will know what you mean.

Sake has deep cultural significance—it's served at weddings, ceremonies, and celebrations. Every prefecture in Japan makes its own regional varieties, so you'll find different styles depending on where you are.

Types and Taste Profiles

Junmai (Pure Rice):
No added alcohol, just rice. Fuller bodied with rich, earthy flavors. This is the traditional style—more robust, less delicate. Best for those wanting an "authentic" experience or who like fuller-bodied drinks.

Ginjo/Daiginjo (Premium):
Made with highly polished rice (the outer layers are literally shaved off). The result is lighter, fruity, aromatic, and refined. Ginjo uses rice polished to at least 60%, daiginjo to 50% or less. These are more expensive but incredibly smooth. Best for beginners or wine drinkers—it's the gateway sake that makes people say "oh, I actually like this."

Honjozo:
A small amount of distilled alcohol is added. This makes it smooth and easy drinking with good balance. Not as fancy as ginjo, but very drinkable. Best for everyday drinking or your first sake experience.

Nigori (Cloudy):
Unfiltered, so it looks milky white. Sweeter and creamier with a dessert-like quality. Best for people who find regular sake too dry or those with a sweet tooth.

Hot vs. Cold

Here's the rule: premium sake (ginjo, daiginjo) should be served cold so you can taste the subtle flavors. Cheaper sake is often heated because warmth masks imperfections. Temperature dramatically changes the flavor—cold sake is crisp and refined, hot sake (atsukan) is warming and comforting, especially in winter.

Don't be a snob though—sometimes warm cheap sake on a cold night is exactly what you want. There's a time and place for both.

Where and How to Drink

Izakayas (casual Japanese pubs) always have sake. It's traditionally served in a tokkuri (ceramic flask) poured into small ochoko cups. Modern places might serve it in wine glasses to better appreciate the aroma. Sake bars offer more selection and knowledge. You can also buy bottles at convenience stores and supermarkets to drink at your hotel or in a park (public drinking is legal in Japan).

Price range:

• Convenience store: ¥500-800 for a decent 720ml bottle
• Restaurant/izakaya: ¥500-1,000 per glass
• Premium bottles: ¥2,000-5,000+

Beginner Recommendations

At a convenience store, look for Hakkaisan, Ozeki, or Gekkeikan (¥500-1,000). These are reliable, widely available brands. At a restaurant, ask for "ama-kuchi" (甘口) which means sweet style if you're nervous about dry sake. Start with daiginjo if you're trying one nice one—it's the most approachable.

Many bars offer sake tasting sets (kikizake) where you get 3-5 small glasses to try different types. This is the best way to figure out what you like without committing to a whole bottle.

Don't feel pressured to love sake immediately. It's an acquired taste for many people.

Shochu - The Underrated Spirit

What It Is

Shochu is a distilled spirit—think vodka, not wine. It's 25-35% alcohol, significantly stronger than sake. Made from sweet potato, barley, rice, buckwheat, or other bases, it's generally much cheaper than sake and wildly popular with locals. Tourists don't know about it as much, which is a shame because it's everywhere and incredibly versatile.

This is the working-class drink in the best possible way—affordable, strong, and honest.

Types by Base Ingredient

Imo (Sweet Potato):
Most common in southern Japan, especially Kyushu. Earthy, rich, distinctive smell. You'll either love it or find it weird—it's polarizing. The smell hits you first, then the taste follows. Best for adventurous drinkers willing to try something different.

Honest note: It smells strange. Not bad, just... different. An acquired taste, but many people come to love it.

Mugi (Barley):
Mild, smooth, easy drinking. This is the most beginner-friendly shochu. Less distinctive character than imo, which makes it versatile. If you're trying shochu for the first time, start here.

Kome (Rice):
Closest to sake in flavor—clean, neutral, easy to mix. Best for sake lovers who want something stronger.

Soba (Buckwheat):
Light, slightly nutty, less common but interesting. Worth trying if you see it.

How to Drink Shochu

Shochu is rarely drunk straight (though you can). Here are the common ways:

• Roku (on the rocks): Straight over ice
• Mizuwari: Mixed with water—most common way, typically 6:4 ratio (shochu:water)
• Oyuwari: Mixed with hot water—winter favorite
• Oolong-hai: Mixed with oolong tea
• Chuhai: Shochu highball with soda and flavoring (we'll get to this)

Why Locals Love It

Cheaper than sake, lower in calories (less sugar), versatile, and strong but smooth. Many people claim it doesn't cause bad hangovers, though results vary person to person. It's the everyday drink—what salarymen order after work.

Price range:

• Convenience store: ¥800-1,500 for a bottle
• Restaurant/izakaya: ¥300-500 per drink

Beginner Tips

Start with mugi (barley) shochu and try it mizuwari style (diluted with water). Iichiko is a reliable, affordable brand available everywhere. Don't judge all shochu by one type—the base ingredient makes a huge difference in flavor.

Convenience store shochu is decent quality for the price. You can't go wrong experimenting.

Chuhai (Chu-Hi) - The Convenience Store Favorite

What It Is

Chuhai is a canned cocktail: shochu + carbonated water + flavoring. Ready to drink, no mixing needed. It's massively popular in Japan and comes in countless flavors. Alcohol content ranges from 3-9% (check the label!). This is the drink of late-night convenience store runs, park hanami parties, and hotel room relaxation.

It's a cultural phenomenon more than a refined beverage, and that's part of its charm.

The Strong Zero Phenomenon

Let's talk about the internet-famous Strong Zero—specifically Kirin's "Hyoketsu" and Suntory's "-196°C Strong Zero." These are 9% alcohol chuhai that taste like juice but hit like a truck. They cost around ¥150-200 per can, making them dangerously affordable.

Strong Zero gets its name from "strong" alcohol content and "zero" sugar. At 9% ABV, a single can is roughly equivalent to two beers. The carbonation helps transfer alcohol into your bloodstream faster, so you feel it quicker.

It's beloved by students, salarymen, and tourists. It's achieved meme status globally. People joke about "the Strong Zero experience" for good reason.

Honest take: It's not sophisticated, but after a long day walking around Tokyo, a cold Strong Zero from the convenience store hits exactly right. Just respect the 9%—it's stronger than it tastes.

Popular Flavors and Brands

Lemon (Classic):
Most popular flavor. Crisp, refreshing, not too sweet. Every brand makes one. Safe first choice.

Grapefruit:
Slightly sweeter than lemon, very popular, easy drinking.

Peach, Grape, Ume (Plum):
Sweeter options that taste more like juice. Good if you don't love alcohol taste.

Seasonal/Limited Editions:
Japan loves seasonal flavors—sakura (spring), peach (summer), apple (autumn). Fun to try different ones and collect the cans.

Brands to know:

• Suntory's -196°C Strong Zero (the famous one)
• Kirin Hyoketsu
• Suntory -196°C (regular line, smooth flavor)
• Takara (the OG chuhai brand)

When and Why to Drink Chuhai

• Convenience store grab for drinking at a park, riverbank, or hotel
• Pre-gaming before expensive bars
• Hot summer day refreshment
• Budget drinking (cheapest buzz per yen)
• Part of the Japan experience (very local)
• Social media bragging rights (the Strong Zero selfie is real)

Drinking Chuhai Responsibly

Check the alcohol percentage—some are surprisingly strong. Strong Zero typically ranges from 7-9% alcohol, which is more than you think. Don't judge strength by taste. Pace yourself. Public drinking is legal in Japan, but be respectful.

Price: ¥200-300 at convenience stores

Other Japanese Drinks Worth Trying

Umeshu (Plum Wine)

Sweet, fruity liqueur made by steeping ume plums in alcohol. 10-15% alcohol, served on the rocks, with soda, or straight. Very approachable for beginners, especially if you have a sweet tooth. Great after dinner. Available everywhere.

Price: ¥300-600 per drink

Japanese Whisky

World-class quality—seriously. Japan's whisky has won international awards. The problem is premium bottles are expensive and hard to find now that they're globally popular. The affordable way to enjoy it: whisky highball at an izakaya (¥400-600). Just whisky, soda, and ice. Refreshing and very popular in Japan.

Brands: Suntory, Nikka. Don't expect to find rare bottles like Yamazaki or Hibiki easily—they're collector items now.

Hoppy

Beer-flavored non-alcoholic drink mixed with shochu to make cheap "beer." It's a working-class favorite and an interesting cultural experience. Tastes... okay, honestly. Best for experiencing old-school shitamachi (downtown) izakaya culture rather than the flavor itself.

Where to Drink in Japan

Izakayas (Japanese Pubs)

The quintessential drinking experience. Food and alcohol together, casual atmosphere, social. Many offer nomi-hodai (all-you-can-drink) for ¥1,500-2,500. Etiquette tip: pour for others, they pour for you. Don't pour your own drink at the table.

Price: ¥3,000-5,000 per person (food + drinks)

Standing Bars (Tachinomi)

Stand-up drinking spots, usually under train tracks. Cheap, quick, very local vibe. Incredibly atmospheric.

Price: ¥1,000-2,000 for full experience

Convenience Stores (Konbini)

Buy drinks and drink outside (legal in most places). Parks, riverbanks, hotel rooms—this is perfectly normal in Japan. Cheapest option by far.

Don't skip konbini drinking—it's a Tokyo rite of passage. Grabbing a Strong Zero from 7-Eleven and drinking it by the Sumida River at sunset is an experience money can't buy (well, ¥200 can).

Specialty Bars

Sake bars, whisky bars (if you have budget), shochu bars (rare but they exist). These are for when you want to learn and appreciate rather than just drink.

Price: ¥800-3,000+ per drink

Cultural Context and Etiquette

Drinking Culture in Japan

Drinking is a social lubricant—it's how work relationships and friendships deepen. After-work drinking (nomikai) is an institution. Getting drunk is somewhat acceptable (more than in the West), but causing trouble definitely isn't. Drinking alone is completely normal—not sad or weird. Public drinking is legal (but be respectful).

Basic Etiquette

• Say "kanpai!" (cheers) before drinking
• Pour for others, not yourself (at tables)
• When receiving a pour, hold your cup slightly raised
• Wait for group toast before first drink
• No tipping anywhere (ever)

Practical Wisdom

Last trains run around midnight (plan accordingly). Taxis are expensive after drinking. Internet cafes offer cheap emergency sleep spots. Drunk salarymen are everywhere Friday nights—it's part of the experience. Some areas stop selling alcohol from vending machines after 11pm.

Practical Buying and Tasting Guide

What to Buy at Convenience Stores

• One sake bottle (¥500-800) - try cold
• One shochu bottle (¥1,000-1,500) - try with water
• Variety of chuhai (¥150-200 each) - try different flavors
• Total budget: ¥2,000-3,000 for good variety

What to Try at Restaurants

• Sake tasting set (3-5 small glasses)
• One shochu mizuwari
• Regional specialty (ask "kono chiho no osake wa?" - local sake?)

What to Bring Home

Small sake bottles (300-720ml fit in luggage), umeshu (sweet, giftable), unique chuhai flavors. Remember liquid restrictions for carry-on. Check your country's customs limits.

Price Comparison

• Convenience store: cheapest, good variety
• Supermarket: best prices, largest selection
• Restaurants/bars: 2-3x markup (normal and expected)
• Duty-free: sometimes good deals on premium sake/whisky

Honest Recommendations by Drinking Style

For Beer Drinkers:
Start with chuhai (similar carbonation), try shochu highballs. Sake might feel too different initially.

For Wine Drinkers:
Start with daiginjo sake (fruity, refined). Skip imo shochu (too earthy). Umeshu is very approachable.

For Spirits Drinkers:
Dive into shochu (you'll appreciate it). Whisky highballs. Strong Zero for the experience.

For Light Drinkers:
Low-alcohol chuhai (3-4%), umeshu on the rocks, non-alcoholic beer (surprisingly good in Japan).

Final Thoughts

Japanese alcohol is about experience, not just taste. Don't feel pressure to love everything—I still can't do imo shochu, and that's fine. Part of cultural immersion is trying things. Japan's alcohol is cheap enough to experiment freely without breaking your budget.

Drinking connects you to local culture in ways sightseeing can't. Some of my best memories in Japan happened over drinks—the tiny standing bar in Shinjuku where I drank shochu with salarymen who spoke no English, the convenience store Strong Zero before cherry blossom night viewing, the sake tasting where I finally understood what people meant by "fruity notes."

Try things, have fun, drink responsibly. You'll develop favorites and know what to avoid. The goal is enjoyment, not expertise. You might come to Japan for the temples and leave remembering the izakaya where everything clicked.

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FAQ: Japanese Alcohol

What's the difference between sake and shochu?

Sake is brewed rice wine (15-20% alcohol, similar process to beer). Shochu is a distilled spirit (25-35% alcohol, similar to vodka) made from sweet potato, barley, rice, or other bases. Sake is sipped, shochu is usually mixed. Sake is more refined and traditional, shochu is the everyday drink. Both are distinctly Japanese.

What is Strong Zero in Japan?

Strong Zero is a brand of chuhai (shochu-based canned cocktail) with 9% alcohol and zero sugar. Suntory's -196°C Strong Zero is the most famous version. It's popular because it's cheap (¥200-300), strong, and tastes like fruit juice rather than alcohol. It's become an internet meme and rite of passage for visitors to Japan.

How much does alcohol cost in Japan?

Very affordable. Chuhai: ¥200-300 per can. Sake: ¥500-3,000 per 720ml bottle at stores, ¥500-1,000 per glass at restaurants. Shochu: ¥800-1,500 per bottle at stores, ¥400-800 per glass at restaurants. Beer: ¥200-300 per can at stores. Whisky highball: ¥400-600 at izakayas. Convenience stores are cheapest.

Where can I buy Japanese alcohol?

Convenience stores (7-Eleven, Lawson, FamilyMart—open 24/7), supermarkets (best selection and prices), liquor stores (specialty shops), and of course restaurants, izakayas, and bars. Convenience stores are your best bet for variety and accessibility. You can buy alcohol 24 hours a day in most areas.

What Japanese alcohol should I try first?

For sake: daiginjo (premium, fruity, smooth). For shochu: mugi (barley) mixed with water. For chuhai: lemon flavor from any brand, or Strong Zero if you want the full experience. For sweet drinks: umeshu on the rocks. Start with what sounds appealing and work from there. There's no wrong choice—it's all about discovering your preferences.

Is it legal to drink in public in Japan?

Yes. Public drinking is legal in most places in Japan—parks, streets, riverbanks, train platforms (before boarding). It's culturally normal to buy drinks at convenience stores and drink outside. Just be respectful, don't be loud or messy, and follow local posted rules. This is one of the best parts of Japanese drinking culture.

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This guide is based on 2025 alcohol prices and availability in Japan. Prices may vary by location and season. The legal drinking age in Japan is 20.