Shochu does not have a quality problem. It has a marketing problem, and you can hear it in the answer to the question we get asked most: what is this, and how do I drink it?
The answer always starts “traditionally, you drink it…” and then a ritual. It is correct, and it is still the wrong thing to say first. Tell somebody there is a correct way to drink something they have never had, and what they hear is that it is not for them. So they order what they already know how to order.
So start where they already are. Lychee, citrus, ginger, the drink they came in for, made with this instead. The catch is that honkaku shochu is distilled once, so the raw material is still in the glass: a clean rice takes almost anything, a heavy imo will fight a mixer picked by analogy to vodka. That is what this site is for.