Why Rogue Baron is Raising a Glass To Japanese Whisky

The global whisky market is set to hit more than $91 billion in 2022. This market consists of more than a dozen types of whisky and dozens, if not hundreds of unique brands. Japanese whisky-once thought to be a wholly domestic product, confined to the nation of Japan-is now a global product, with roughly 30% of all Japanese whisky being sold outside of Japan. One brand of Japanese whisky is positioning itself as a possible future market leader among the other super premium brands.

Shinju Japanese whisky-produced by premium spirit distiller Rogue Baron (OTCMKTS: SHNJF)-is setting its sights on creating a globally recognized brand, targeting a specific sector of the market.

Quietly growing in its popularity and market share over the last two decades, the era of Japanese whisky is in full swing. While 2021 saw a global market for Japanese whisky of more than $660 million, that number will grow by a 9.4% CAGR through at least 2025, reaching $1 billion by the end of the decade.

Why Drinkers Buy Japanese Whisky

· Japanese whisky is similar to Scotch whisky in distilling and flavor.

· Japanese whisky is typically blended in cocktails, rather than consumed neat or on the rocks.

· It has become a pop culture phenomenon over the last decade.

Standout Brands Will Be Winners

Established firms like Rogue Baron (OTCMKTS: SHNJF) and its brand Shinju are making the case that brands who focus on an updated flavor profile and a niche market will be the ones to grab the largest share of the market. SHNJF has created Shinju to be used at the bar and at home, both in complex cocktails and simpler, yet popular drinks, like a highball. Through its 8, 12, and 15-year aged options, SHNJF will position itself as super premium brand of Japanese whisky.

Doubling down on its goal of being a standout brand, Shinju is positioning itself as the accessible high-quality brand. Rather than being a pedestrian brand, Shinju is marketed as a top-shelf brand aimed at spirit-loving global citizens who consider themselves adventurous, fun, and are part of a diverse social landscape.

Sweeter Than Honey

While it considers its Shinju brand inclusive of everyone, Rogue Baron (OTCMKTS: SHNJF) emphasizes that it is a gender-neutral brand-not something most whisky companies have tried to do. Most brands of whisky have been labeled as masculine or 'men only.' This is not the case for Shinju. In fact, SHNJF takes this commitment to inclusiveness a step further by creating a flavor more pleasing to its female customers.

Using honey, vanilla, and orange, Shinju is distilled to be sweeter than traditional Japanese whisky, an intentional upgrade and improvement needed in the whisky industry, as SHNJF looks to create a more inclusive space for women drinkers. Women, who make up 30% of all whisky drinkers, favor a sweeter taste in their whisky and cocktails. The importance of making its Japanese whisky more palatable to women is underlined by the fact that 70 cents of every dollar spent on whisky comes out of the pocket of a woman.

Shinju Launch Could Be Shot in the Arm for Rogue Baron

Rogue Baron's (OTCMKTS: SHNJF) premium, top-shelf status may not stop at the pub or home bar cart. For investors, Rogue Baron's current stock price of $0.1575 may be seen as superbly attractive, especially when considering its $7.14 million market cap. Investors keeping tabs on the spirits industry are aware of the continued growth of the industry and how premium brands and even smaller, niche firms are making some of the biggest waves in the market.

Adding Rogue Baron to one's watchlist may be a worthwhile move as it reaps the benefits of its new Shinju brand.

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