SG Group's Bar Company Launches E-Commerce Site for Bar Tools: OCHO Online Store Opens June 16, 2026

SG Group (CEO: Shingo Gogen), known for internationally acclaimed cocktail bars such as 'The SG Club,' announces that SG&SONS Co., Ltd. (hereinafter 'SG&SONS'), the company's external commerce division, will launch the e-commerce site for its bar tool store 'OCHO (Ocho)' on Tuesday, June 16, 2026.

'OCHO' is an online store offering bar tools and glassware used in SG Group's actual bar operations, along with curated lifestyle goods and accessories selected from Japan and abroad. Centered on SG Group's philosophy of 'Making Bars for Everyone,' OCHO aims to deliver the experiences and culture born in bars to customers worldwide through carefully crafted products.

In addition to items previously available in physical stores, the e-commerce site will launch original product lines, including the new 'SG Lab' series developed by SG Group and SG&SONS. The site will also serve as a platform to introduce new products quickly to the market.

Featured Products & Brands

SIP AND GUZZLE

A collaborative brand by Yujiro Kimura, a leading Japanese glass designer, and Shingo Gogen, a world-renowned top bartender.

Designed to enhance beverage experiences in both casual and classic settings with greater freedom, this new glass series was developed through extensive discussions during the design and prototyping phases to achieve the ideal form.

Handcrafted by master glass artisans, each piece is meticulously made and has been adopted by bars, hotels, restaurants, and cafes worldwide, earning high acclaim internationally.

BIRDY.

BIRDY. is a Japan-born bar tools brand with the philosophy of 'Always aiming one level above standard.' Inspired by the golf term 'birdie,' the brand embodies the pursuit of value beyond the standard 'par,' along with a commitment to minimalist, waste-free craftsmanship.

Leveraging precision polishing technology developed in the automotive parts industry, BIRDY. achieves meticulous polishing down to 0.1 microns. This reduces stress on liquids, resulting in smoother taste and mouthfeel for cocktails. The brand is highly regarded globally and currently exports to 17 countries and regions, becoming a leading Japanese bar tools brand favored by top bartenders worldwide.

SG Lab

Bringing the bar experience closer to home.

'SG Lab' is developed based on signature cocktails from BAR COMPANY SG Group, where numerous award-winning bartenders from global and domestic competitions are active. Designed to deliver authentic flavors without relying on complex techniques like shaking or stirring, the products allow anyone to enjoy professional-grade cocktails with ease. The line ensures consistent quality and high reproducibility.

The 750ml size is targeted at professionals in bars, restaurants, hotels, izakayas, and cafes, while the 100ml size is ideal for home parties, gifts, or hotel minibars. Customers can enjoy bar-quality cocktails tailored to various occasions and settings.

Additionally, leveraging SG Group's extensive recipe development expertise and consulting experience, the company actively engages in OEM product development. It has already completed multiple product development projects with clients, creating custom-branded items aligned with store concepts and developing recipes based on specific needs.

*For inquiries regarding product or OEM development, please contact via the inquiry form on the online store.

SG Group Curated Items

Beyond the above, OCHO will offer a wide range of items selected through SG Group's unique lens, including bar tools from 'NARANJA' and 'YUKIWA,' glassware from 'Kimura Glass' and 'BOROSIL,' lifestyle goods from 'DULTON' and 'PUEBCO,' and grooming products from 'Wolfman Barber Shop.' SG Group-exclusive items such as original caps will also be available.

Bringing the 'Afterglow of the Bar' Home

A new vision for OCHO, made possible by an e-commerce platform.

OCHO will share the world of SG Group—previously experienced in physical stores—globally through products.

Aiming to be a new online bridge between bars and daily life, OCHO allows customers to relive the lingering atmosphere of a night at the bar within their own homes.

*Shipping is currently available only within Japan.

E-Commerce Site Information

Site Name: OCHO (Ocho)

Launch Date: Tuesday, June 16, 2026

URL: https://ocho-yourbartools.jp/

SG & SONS

SG & SONS Co., Ltd. (Esgu and Sons) was established as a corporate entity to manage SG Group's external commerce operations, specializing in consulting, event planning and management, and product development.

The company aims to solve corporate challenges and address customers' latent needs through both product excellence and strategic planning, creating next-generation standards. Inheriting SG Group's diverse creative legacy, SG & SONS partners with clients to co-create new value.

SG Group

Led by founder Shingo Gogen, BAR COMPANY SG Group operates under the philosophies of 'Taking Japanese spirits to the world' and 'Making bars for everyone.' The group develops and operates concept-driven bars that transcend traditional boundaries, both in Japan and internationally. With numerous award-winning bartenders active in global and domestic competitions, SG Group holds the record for the most awards in The World’s and Asia’s 50 Best Bars.

SG Management Inc. https://sg-management.jp

Fivesenses Inc. https://fivesenses.jp

The SG Shochu https://thesgshochu.com

KOKUTO DE LEQUIO https://www.instagram.com/kokuto_de_lequio

SG Group Instagram https://www.instagram.com/i__am__sg

[Operated Venues & Awards]

Speak Low (Shanghai) The World’s 50 Best Bars 10th (2017) / Asia’s 50 Best Bars 2nd (2017)

Sober Company (Shanghai) The World’s 50 Best Bars 39th (2021) / Asia’s 50 Best Bars 92nd (2024) / The Best Bar in Mainland China (2022) / Tales of the Cocktail - Best International Restaurant Bar (2020)

The SG Club (Tokyo) The World’s 50 Best Bars 10th (2020) / Asia’s 50 Best Bars 23rd (2024) / The Best Bar in Japan (2020, 2021)

The Od