Cheers! in Okinawa

A Hawaii company is making an ancient Okinawan drink available for modern American tastes

Friday - December 02, 2005
By .(JavaScript must be enabled to view this email address)
E-mail this story | Print this page | Archive | RSS | Share

Del.icio.us

Roberto Viernes samples a glass of
awamori

able to successfully market it to the Americans.

“About 15 years ago, I was involved with the Hawaii United Okinawa Association and I used to go back and forth to Okinawa,” says Kuba. “And every time I went back I used to bring back awamori as gifts, and my friends used to drink it and they used to always ask for it. So I used to bring it back in cases and I always got charged duty when I come in, so I figured I might as well try to import it.

“We were the first ones to bring in the awamori, but it didn’t go well because the labels and the bottles weren’t that attractive. So, we changed the labels to be more American-friendly and hopefully more attractive bottles and better quality of awamori. Right now we are focused on educating the public on awamori. We just want to try to get as much notoriety of it in Hawaii and then our next stop is probably on the Mainland.”

Viernes predicts that the new awamori brands will do well.

“I think because of the Asian factor to it, and the flavor profile is really good,” he says. “Also, the packaging is beautiful.

“This is a distilled product from rice, and the distilled spirit category is still on fire not only in Hawaii but in the U.S. mainland. For people who drink vodka and martinis and mixed drinks, it’ll be an easy transition to drink something like this. In making mixed drinks, people can easily use awamori in place of the vodka.”

As for food, Viernes says awamori can be paired nicely with Asian cuisine, and Hawaii regional cuisine such as the cooking of Roy’s, Alan Wong’s and Hiroshi’s restaurants.

On Oahu, CraZcrane and Dancing Sea Awamori are currently available at Cydney Brooks, Daiei Kaheka, Daiei Kailua, Daiei Waipahu, HASR WINE CO., Ilikai General Store, J n J Food & Beverage Store, Kyo-ya Restaurant, Marukai Wholesale Mart (Dillingham), Marukai Wholesale Mart (Ward), Nashville Waikiki, New Hanagasa Inn, Okonomi Cuisine Kai, Palama Market, Panya Bistro, Shirokiya, Star Market Kahala Mall, Star Market Moiliili, Tamura’s Fine Wine & Spirits, The Liquor Collection, The O Lounge, The Wine Shop, Titan Tobacco & Liquor Market, Tokkuri Tei and Tokyo-Tokyo Japanese Restaurant.

You can try a taste of awamori at the Awamori Fest, Thursday, Dec. 1, 5:30 to 8 p.m. at the Hyatt Regency third floor Terrace area. Cost is $50 per person in advance, and $60 per person at the door. For more information on the Awamori Fest, call 754-4984.

Page 2 of 2 pages for this story < 1 2