Asahi Shuzo strives to create truly great sake with quality you can taste in every sip.
The rising popularity of sake and washoku has made sake a staple not only in Japanese establishments but in bars and restaurants worldwide. Key markets such as the United States, China, and Europe are driving this growing demand. In your view, what factors are contributing to sake’s increasing global popularity and appreciation?
Sake was once considered a niche product, primarily consumed in Japanese Markes t, particularly in the form of hot sake. As hot sake as an Oriental delight gained international recognition, it was introduced alongside Japanese cuisine, which rapidly grew in global popularity. As a new trend afterward, ginjo sake, known for its refined aroma and clean taste, also became more widely appreciated, developing in tandem with the rising demand for Japanese food.
As a result, more people became interested in the history and cultural significance of sake. Amid this trend, some began to appreciate the unique quality and brewing methods of sake, which stem from distinct cultural and geographical backgrounds, setting it apart from wine and other alcoholic beverages . This will likely attract intellectually curious consumers with higher purchasing power, further elevating sake’s status worldwide.
Additionally, ginjo sake, which is made by polishing sake rice to use its core, emerged alongside the advancement of rice polishing machines. As a result, it has a tradition of only about 100 years. However, this tradition was born against the backdrop of sake’s history, which spans over 2,000 years. For the past century, wine has dominated the global alcohol culture, but I believe the time has come for Japanese sake to gain momentum, captivating people around the world.
Japan’s population crisis presents several challenges for the sake industry, including a shrinking domestic market, the closure of many breweries, and the risk of losing traditional brewing knowledge due to a lack of skill inheritance. How are you ensuring the smooth transfer of brewing expertise from one generation to the next? Additionally, what other strategies are you implementing to tackle the challenges posed by Japan’s demographic decline?
A key factor in ensuring the smooth transfer of brewing knowledge is that we brew sake year-round. Unlike traditional breweries, where sake production was limited to winter months, unlike breweries that focus on large-scale production to improve efficiency and reduce costs, we operate on a smaller scale but brew frequently throughout the year we produce smaller but more frequent batches throughout the year.
In fact, we brew sake more than 3,000 times annually, which provides continuous hands-on experience for our team. This high-frequency production process significantly enhances skill development, making knowledge transfer more effective and efficient. The number of times we produce sake in a year is equivalent to the total production of a traditional brewery over 100 years, allowing us to preserve and pass on specialized knowledge at a much faster rate.
Sake is deeply rooted in Japanese culture, and as such, Japanese consumers have a keen appreciation for detail and precision. We understand that in 2023, your company took a significant step by opening a brewery in New York. Now that you are producing sake in the U.S., how do you ensure that the same level of quality is maintained?
New York's water quality and environment are vastly different from Japan's. We do not aim to replicate the exact flavours and quality of Japan in New York. Instead, we seek to make the best possible product by leveraging New York's unique environment, with the goal of surpassing Japan's Dassai.
At our U.S. brewery, we have a team of three Japanese members and seven U.S. members, all working together to uphold our brewing standards. The most critical factor in maintaining quality is the philosophy behind the brewery itself. Rather than simply replicating the same sake over and over, our approach is to continuously refine and improve, making incremental advancements with each batch. This mindset applies whether we are brewing in the U.S. or in Japan—every team member is fully committed to their craft, tackling their work with dedication to achieve the best possible results.
Are you using the same rice varieties as in Japan and exporting them to the U.S., or are you sourcing locally grown rice for your U.S. brewery?
We use both imported and locally grown rice. We export Yamada Nishiki rice from Japan, but we have also brought Yamada Nishiki seeds to Arkansas to cultivate the rice domestically in the U.S. "This dual sourcing allows us to adapt to climate changes while pursuing better quality in sake production.
We understand that Dassai Blue “35” is the result of a collaboration between your company and Isbell Farms, where you played a key role in introducing Yamada Nishiki rice seeds for cultivation in the U.S. Given that Yamada Nishiki has long stalks, making it prone to falling over and challenging to cultivate, was it difficult to grow this rice in the U.S.? If so, how did you overcome that challenge?
Ultimately, it all comes down to people. Yamada Nishiki, a premium sake rice, offers the benefit of enhancing the flavour of the sake. However, it also comes with the drawback of being difficult to cultivate, with the method of production varying significantly depending on the region and climate The key to overcoming the challenges of cultivating Yamada Nishiki in the U.S. lies in the dedication and expertise of those involved in its production.
The decision to grow rice in Arkansas was not solely based on geographical suitability but was largely influenced by our partnership with Isbell Farms. With generations of experience in rice farming, they bring a deep love and dedication to the craft. Their commitment to innovation has been essential in successfully cultivating Yamada Nishiki in the U.S.
If we are to expand Yamada Nishiki cultivation further across the U.S., we need to find other farms that share the same passion and dedication as Isbell Farms. Their involvement has been integral to our success, and similar partnerships will be key to future growth.
Next, we’d like to discuss Dassai Moon, a sake fermented in microgravity aboard Japan’s Kibo module on the International Space Station (ISS). If our research is correct, this sake will be sold for JPY 110 million and is intended to support Japanese space development while aligning with long-term goals of brewing sake on the Moon. How do you see Dassai Moon contributing to both the cultural and commercial evolution of sake? Additionally, how do you believe it will influence the global perception of sake?
First and foremost, alcohol production in microgravity is an unprecedented challenge—not just for sake, but for beer and whiskey as well. This project represents uncharted territory, and we believe it will leave a lasting impact, creating a new cultural dimension for Japanese sake. Through this endeavor, we aim to send a message about innovation, tradition, and the future of sake, reinforcing its importance on a global scale.
Our ambitions have expanded, with the ultimate goal of producing sake on the Moon. There is growing discussion about the potential for human migration to the Moon, and if that becomes a reality, we want to contribute to that new way of life by bringing sake into the equation.
However, no one knows if alcohol can ferment under the moon's environment. With the goal of proving this through experimentation, a project was born to brew sake on the ISS.
At its core, our mission is about creating value that enhances people’s lives. Establishing sake breweries on the Moon is an extension of that philosophy. We see alcohol as more than just a beverage—it has the power to bring people together, create joy, and enrich human experiences. This project sends a positive message about alcohol consumption, emphasizing its role in culture, tradition, and social connection, rather than simply as a means to intoxication.
We’re not experts, but in our research, we found that microgravity brewing presents several challenges, including fermentation stability, ingredient consistency, and alcohol production under lunar or simulated lunar gravity. To overcome these obstacles, you have partnered with Mitsubishi Heavy Industries in Aichi Prefecture to develop a custom brewing machine designed specifically for use aboard the Kibo module on the ISS. How does this collaboration and the Kibo module help you address the unique challenges of brewing sake in microgravity?
The biggest challenge in alcohol production under microgravity is that yeast and gravity typically work together during fermentation. In normal conditions, when yeast comes into contact with sugar, it moves naturally throughout the tank, generating alcohol. However, in microgravity, this movement may not occur, It is possible to completely prevent the occurrence of reduced fermentation.
To address this, we collaborated with Mitsubishi Heavy Industries to develop a custom stirring mechanism. This system allows us to generate movement within the fermentation tank, ensuring the yeast can properly interact with the sugars. Since this machinery is custom-built, we can also monitor and control the stirring process remotely from Japan, This level of precision and innovation may allow us to successfully brew sake under microgravity conditions and overcome the zero-movement issue.
Another major uncertainty is whether fermentation can even occur in space. Since this has never been tested before, we see this as an opportunity for experimentation. The data collected from this project could be highly valuable not just for brewing, but for scientific understanding as a whole, contributing to humanity’s knowledge of fermentation in space.
Japan is facing significant challenges due to its demographic crisis, with both a shrinking and aging population. Sake production is a highly skilled craft, requiring technical expertise and human input at every stage. How is your company addressing these demographic challenges, and what steps are you taking to ensure the continuity of sake-making expertise in the future?
Our approach to overcoming demographic challenges is closely tied to the fact that we produce Junmai Daiginjo. Crafting Junmai Daiginjo requires immense effort and technical expertise, but this dedication ultimately adds significant value to our sake.
As a brand, we want to convey this value to the world, ensuring that our pricing reflects the craftsmanship and dedication behind our products. At the same time, we recognize the importance of supporting the young people working in our breweries. For them to feel secure in their jobs and stay motivated, we must generate sustainable profits that allow them to build their futures with confidence. Ultimately, this commitment to craftsmanship, value creation, and workforce sustainability is why we remain dedicated to producing Junmai Daiginjo.
What sets your company apart from other sake breweries? What competitive advantages enable you to stand out in the industry?
Our company is a family business, and I am the fourth-generation president. However, I am only the second generation to lead the Dassai brand, which was founded by my father.
When my father created Dassai, the sake industry in Japan was largely focused on mass-producing cheap liquor—alcohol made to get people drunk quickly and affordably. This approach didn’t align with his vision, and he saw that the business wasn’t growing. That’s when he made a bold decision to change direction, shifting the focus toward crafting premium sake for enjoyment, rather than intoxication.
At the time, however, our company lacked the technical expertise to make truly exceptional sake. We faced countless challenges and failures, but we never gave up. Through relentless trial and error, we refined our techniques and elevated the quality of our sake to where it is today. What truly sets us apart is our ability to adapt and evolve. We embrace change and innovation, but our ultimate goal remains the same: the pursuit of quality above all else.
We understand that Yamada Nishiki rice plays a vital role in your sake brewing process. How does this particular rice variety, along with the water profile you source, enhance the quality and character of your products?
The Iwakuni water we source from the Nishiki River is soft water with a low mineral content. Because of this, it does not promote rapid fermentation, making it less suitable for mass production and somewhat inefficient in terms of fermentation speed. However, this slower fermentation process allows for greater control over flavor and aroma development, ultimately enhancing the depth and complexity of our sake.
As for Yamada Nishiki rice, its grains are larger and softer than typical Japanese rice varieties. This makes it easier to polish, allowing us to remove the outer layers and retain the pearl-like core of the grain. By using only this purest part of the rice, we are able to produce a sake with a clean, refined taste. When combined with our slow fermentation process, this also results in a delicate and elegant aroma, further elevating the quality of our sake.
Your company will rebrand from Asahi Shuzo to Dassai on June 1, 2025. The name Dassai, meaning “Otter Festival,” originates from Yamaguchi Prefecture, where otters were known to lay out their catches along the shore as if displaying them. How does this name change reflect your company’s future direction and vision?
We want to expand the Dassai brand globally while also establishing a stronger identity behind it. By aligning our company name with our brand name, we can reinforce Dassai as a premium sake label without any confusion.
Additionally, the name Asahi is used by several other companies in Japan, including a well-known beer brand. To avoid any misassociation, we decided to rebrand under a name that is uniquely ours.
Another important factor is that when a company’s name and brand are the same, it demands full commitment. This change solidifies our dedication to Dassai and its continued growth as a globally recognized sake brand.
Wine, whiskey, and beer have long been established as globally recognized beverages, each with strong brand identities and market presence. In your view, what is still missing for sake to achieve the same level of global recognition? What challenges must be overcome for it to stand alongside these internationally renowned drinks?
There are several challenges that Japanese sake must overcome to achieve the same global recognition as wine, whiskey, or beer.
One major hurdle is preservation. While sake is often compared to wine due to its characteristics, the two beverages differ significantly in how they age and are stored. Wine matures over time, adding to its appeal, and can be easily preserved in underground cellars at moderate temperatures. In contrast, sake requires much lower storage temperatures, often below 0°C, and must be consumed while still fresh. These critical storage requirements are not widely understood, leading to suboptimal distribution and deterioration of quality before it reaches consumers.
Another challenge is the lack of awareness around food pairings. Many people assume that sake must be paired exclusively with Japanese cuisine, reinforcing its image as a niche beverage. There is also a misconception that sake as Hot sake and only enjoyed with sushi or other traditional Japanese dishes, which is not the case. For example, sake pairs exceptionally well with pasta, yet this versatility remains largely unknown.
These misconceptions and distribution challenges have contributed to the slower growth of sake in the global market. Overcoming them will be key to establishing sake as a well-known international beverage.
For those new to sake, which of your Dassai sakes would you recommend as an introduction to the drink? What makes this particular variety a good starting point for first-time sake drinkers?
Dassai 23% is our flagship product and the core of the Dassai brand, so we highly recommend it. It perfectly embodies the clear, delicate sweetness and aromas of white flowers and fruits that we strive for, making it ideal for those trying sake for the first time.
If you had to define your company in one sentence, what would that sentence be?
As a brewery, we have achieved the exceptional quality of our sake through continuous evolution, and this pursuit of improvement is something we strive for every single day. When my son eventually takes over the company, I want him to follow in the footsteps of both my father and myself, embracing the same commitment to growth through trial and error. By continuously refining our craft and evolving our products, we can ensure that our customers remain satisfied and our legacy continues to thrive.
For more information, please visit their website at: https://www.asahishuzo.ne.jp/en/
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