Introduction
Takohigh is a unique type of chuhai, a popular Japanese alcoholic beverage, produced by Suntory. Despite its name, which might lead you to believe it has something to do with octopus (tako in Japanese), Takohigh’s name actually derives from the phrase “takusan no shiawase,” meaning “lots of happiness.” The name was chosen with the hope that the drink would bring happiness to those who consume it.
The Flavor Profile
What sets Takohigh apart from other chuhais is its base ingredient: roasted barley shochu. This gives the drink a distinctive, toasty flavor that complements the taste of various dishes. The sweetness is kept mild, ensuring that it doesn’t overpower the flavors of the food. Additionally, the subtle citrus notes from the added fruit juice provide a refreshing twist.
Designed for Meal Pairing
Takohigh was developed specifically to meet the demand for a ready-to-drink (RTD) alcoholic beverage that could be enjoyed with meals. Unlike other canned alcoholic drinks such as lemon sours, Takohigh was created to serve as a new option for those seeking an RTD that pairs well with food.
Marketing Success
The success of Takohigh can be attributed to its unique name and the effective marketing campaign that accompanied its launch. By asking consumers, “What do you think Takohigh tastes like?” in television commercials, Suntory piqued the interest of potential customers and encouraged them to try the product. Once people tasted the drink and discovered its easy drinkability and compatibility with food, they became repeat customers, driving up sales.
Perfect for Japanese Cuisine
Takohigh is particularly well-suited to Japanese cuisine, especially dishes with rich, dashi-based flavors like oden. While the main target audience is people in their 30s to 50s, Takohigh is recommended for anyone, regardless of age, who is looking for an alcoholic beverage that complements their meals.
