Because of his intimate passion for shōchū, many have speculated that shōchū is healthy and can actually promote longevity. This practice was mentioned along with his record in the Guinness Book of World Records. Shigechiyo Izumi, a Japanese citizen who apparently lived to be 105, made shōchū part of his daily dietary regimen. It is also a versatile drink that is suited to most styles of cuisine. There have been well-publicized claims of medical benefits, including that it can be effective in preventing thrombosis, heart attacks, and diabetes. With increasing health-consciousness, many people see it as healthier than some alternatives. There are several reasons for shōchū's recent popularity. In this fictional account, the beverage is marketed to young women when it previously had been mostly consumed by the older male generation. The larger companies formulate an advertising campaign that results in the imojōchū becoming a popular drink.
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The lead character Hiroko ( Ito Misaki) spends the majority of the series trying to come up with enough money to save the distillery from loan sharks, but in the process becomes involved with corporate distilleries. Its plot centered on the Minagawa family of Miyazaki Prefecture, who were brewers of a sweet potato shōchū called imojōchū. In 2005 the Japanese television drama Kiken na Aneki illustrated this change in drinking habits. The boom also had negative effects: It caused a serious shortage of sweet potatoes, a basic ingredient of some popular types of shōchū and, with the emergence of expensive premium brands, pricing scams appeared.
The beverage has undergone a change of image formerly it was seen as an old fashioned drink, but now has become trendy amongst young drinkers, particularly women. Shōchū bars appeared serving shōchū exclusively, and premium brands with a focus on particular ingredients, production methods, or aging techniques entered the market. The early 21st century witnessed a consumer boom in shōchū within Japan, and in 2003 domestic shipments surpassed those of sake for the first time. This traditional pre-dilution technique is known as maewari in Japan. Occasionally, shōchū and water are mixed, left to stand for a day, and then gently heated. Typically, when serving a standard 25% ABV shōchū oyuwari, the amount of shōchū exceeds the amount of hot water and is enjoyed for its aroma. The liquids mix naturally and stirring is unnecessary. First hot water is poured into the glass, then shōchū is gently added. Indeed, there " sake" (酒) generally refers to shōchū, and is sometimes consumed mixed with hot water (Oyuwari), especially in cooler months. In Kyūshū, the center of production, shōchū is far more common than sake. Dedicated shōchū bars have begun to appear in New York and more than 100 brands are now available in the U.S. Interest in shōchū has begun to grow in North America, particularly in cosmopolitan cities such as Los Angeles, San Francisco, Vancouver, Toronto, and New York. However, it is more difficult to find shōchū outside Japan except in urban areas with large enough Japanese populations. Shōchū is widely available in supermarkets, liquor stores, and convenience stores in Japan while canned chuhai drinks are sold in some of Japan's ubiquitous vending machines.
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