In Topics, we will deliver not only the taste of sake but also the story and thoughts behind it through interviews with the sake producers handled by the sake select shop Mirai Nihonshuten .
Continuing from the last time , we would like to hear from Mr. Watanabe of Shimizuya Sake Brewery in Gunma Prefecture. This year's theme is "Sake branding". What should Japanese sake take as a reference in the future? We will clarify this through our conversation with Mr. Watanabe.
The future of sake branding
-It was interesting to talk about Gifu last time. It seems that you haven't looked at sake breweries that have been around for a long time, but are there any sake breweries or breweries that you look up to as benchmarks, rivals, or respect, including global sake?
I have a great admiration for the world of champagne and malt . Champagne and malt are doing two or three things higher than Japanese companies, even if you mention one thing such as PR and branding.
-The origin that exists in common with them is the concept of vintage.
It's humorous and stylish.
Japanese things are serious, but I feel that they lack humor . I'm thinking that I can somehow output it in my company. The promotion that I used to do when I was at a champagne company was wonderful. There were stories, characters and novelties. I felt a playfulness in things like business card holders and neckties. In Japan, there are original sake cups, happi coats, and aprons, but that's about it.
There are places that inspire me there, and I'm thinking of breaking it down and making it a form that our company can realize. It costs money, but I don't want to compromise, and I haven't been able to send it yet, but I have a plan.
Learn about sake from champagne
-Apart from sales, do you ever go on business trips to regions where champagne is produced in order to broaden your horizons, communicate and study cutting-edge PR and branding?
It's still from now on, isn't it? I was planning to go there for training at a champagne company, but the training was discontinued from the year I joined the company, and I was really looking forward to it, so it was a shame. That's why I'm thinking of exporting it overseas and going to that country (laughs).
-I see, you exported a lot to Scotland and France (laughs).
Well, I would like to export and enjoy local sake (laughs).
-Sounds good. Japan also exports Ichiro's malt overseas. Honbo Brewery makes both shochu and whiskey.
Well, it was in a magazine.
-I went to a whiskey festival the other day, and most of the exhibits were from major domestic companies and overseas whiskey makers.
It would be great if there were more variety for sale.
-That's right. I've been drinking the major ones dozens of times, so I wanted to try a variety of things that I can only drink today, but the Honbo Sake Brewery sold out immediately.
I guess.
-I heard that you are particular about the origin of the raw materials, but the image of terroir is becoming quite strong.
yes. According to various people's stories, it seems that only a part of Gunma produces rice suitable for sake brewing.
Tatebayashi is a very hot place, so it is unsuitable, and many seem to make processed rice. There just isn't a way. I would like to challenge myself in such a place. It's really interesting to see the miracle when you can do something that you said you couldn't do .
-If the story is complete, then if the cost is doubled, it should be doubled.
That's right, it's just a story, so we're concentrating on that, including branding.
Next time, I will ask about " Eimanju ".
*This photo is Mr. Ippei Shibuya, an employee brewer. In accordance with the policy of Mr. Shimizu, the president of our brewery, we carry out public relations activities that feature employees rather than the president himself.
