Kudos to The Japanese Art of the Cocktail Book!

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(Gerry Furth-Sides, photos are courtesy of Hanna Lee) Anyone who has written a book knows that the marketing is the hardest part. But Hanna Lee Communications (HLC), a smart award-winning PR agency specializing in hospitality, travel and luxury brands found a handy solution to this problem. 

Japanese Art of the cocktail co-authors Michael Anstendig, Masahiro Urushido and Hanna Lee

How It’s Done: The agency first identifies authors among its clients and compelling subjects to bring new hospitality and lifestyle books to life. Then promotional efforts, including PR and digital marketing, are built into every phase of the publishing process. 

THE book: Japanese Art of the cocktail by co-authors Michael Anstendig, Masahiro Urushido
A contented Masahiro Urushido creating a cocktail at Katana Kitten

Part Memoir, Part Travelogue, Part Recipe Book – and part drinking guide – , “The Japanese Art of the Cocktail” was co-authored by Katana Kitten’s Masahiro Urushido and the agency’s Editor in Chief/Partner and freelance journalist, Michael Anstendig.  It was produced by the agency’s President & Founder Hanna Lee and published by Houghton Mifflin Harcourt, now part of Harper Collins. 

A Complex, flavor Kailua Milk Punch by master Masahiro Urushido from the book, Japanese Art of the Cocktail. Like many recipes it is inspired by his youth in Japan.
Proud Japanese Art of the cocktail book co-authors Michael Anstendig, Masahiro Urushido and Hanna Lee

The book tells Urushido’s epic story of growing up in Japan and becoming a leading bartender, first in Tokyo and later in New York City.  The book includes 90 recipes for cocktail and bar snacks from Urushido and 35 bartenders in the U.S. and Japan who work in this style.  The stunning photography is by Eric Medsker. Acclaimed author and cocktail historian, David Wondrich wrote the foreword. 

Master Masahiro Urushido’s MYOGA FIX cocktail in his book, Japanese Art of the Cocktail. Like many recipes it is inspired by his family in Japan, the myoga growing by his grandparents.

And it works. “The Japanese Art of the Cocktail,” won the 2022  Tales of the Cocktail Spirited Award for “Best New Cocktail or Bartending Book.” Add that to the list of accolades for this first HLC Book Media book project:

Earning the Highest Recognition in the Publishing and Cocktail Worlds

The book was also spotlighted in over 100 top media outlets globally from the New York times, Wall Street Journal and Town & Country to Robb Report and prestigious outlets such as The Cocktail Lovers.  Co-author Anstendig Anstendig is, in his words  “humbled and elated” by this first book’s recognition.  “It was a true labor of love! Enjoy!” adds Hanna Lee.

Japanese Art of the cocktail co-authors Michael Anstendig, Masahiro Urushido and Hanna Lee

Sell out festival, bookstore and bar events, plus testimonials from leading authors, mixologists and spirts industry luminaries add more weight to the merit of the book.  

Masahiro Urushido generously includes friends’ cocktails with fascinating histories in the book Japanese Art of the Cocktail with co-author Michael Anstendig. Here is Erick Castro’s CAT’S PAW, a twist on the Red Hook, itself a Brooklyn variation of the Manhattan.

Tom Lowenburg, Owner, Octavia Books in New Orleans. “We partnered with the festival for more than a decade and were proud to give the book a place of prominence in our display. Needless to say, we sold out. 

Masahiro Urushido generously includes friends’ cocktails with fascinating histories in the book Japanese Art of the Cocktail with co-author Michael Anstendig. Here is ARIGATO SOUR by Italian bartender and former soccer star, Salvatore Tafuri.

“Like the New York bar he joyfully presides over, Katana Kitten, a drinking den that effortlessly balances high and low aesthetics, Masahiro Urushido embodies both the precise artistry of Japanese bartending and the sunny generosity of pure hospitality. He is, in other words, both the diamond and the shine. You couldn’t hope for a better guide through the intricacies and delights of Japan’s many contributions to artful drinking.”

—Robert Simonson, The New York Times

“Masahiro is the best bartender I know. Scratch that, he’s the best bartender any of us know. Ask any bartender who their favorite is, and Masa’s name will always come up first

—Jeffrey Morgenthaler, bar manager of Clyde Tavern, co-author of The Bar Book: Elements of Cocktail Technique and author of Drinking Distilled

Why it works: Hanna Lee Communications (HLC) is an award-winning PR agency specialized in hospitality, travel and luxury brands. The agency only represents products and companies that it believes in and that have a vision of changing the world.

HLC’s client experience includes Danny Meyer’s Union Square Hospitality Group, Ian Schrager’s PUBLIC Hotel and Times Square EDITION, Major Food Group, Giorgio Armani’s Armani Ristorante/Fifth Avenue, 

Pioneering initiatives in the series include the “HLC Global Bartender Travel Scholarship,” which provides funds to help bartenders attend the cocktail conference of their choice around the world, the “Hospitality Forward” Apple Podcasts: //apple.co/2Z3CdEQ 

For more information, follow us on Instagram @hannaleepr and Twitter @hannaleepr at, “like” us on Facebook, follow us on LinkedIn and visit www.hannaleecommunications.com.


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