Sake from Yamanashi Prefecture is showing a new option to the wealthy market and establishing its presence in the high-end liquor market! | Hotel/restaurant/wedding industry news | Monthly Hoteles HOTERESONLINE

Sake from Yamanashi Prefecture is showing a new option to the wealthy market and establishing its presence in the high-end liquor market!

“GI Yamanashi” Sake tasting event from sake breweries in Yamanashi Prefecture

The “GI Yamanashi” Sake Tasting Event from Sake Breweries in Yamanashi Prefecture,” a sake tasting and exhibition aimed at wealthy people, was held on January 30, 2024 at the ballroom of the Bvlgari Hotel Tokyo in Chuo-ku, Tokyo. Three years have passed since GI Yamanashi was designated as a nationally recognized geographical indication in April 2021, and the tourism market is showing signs of recovery after overcoming the coronavirus pandemic. As the number of foreign visitors to Japan increases, helped by the weaker yen, GI Yamanashi, which focuses on initiatives aimed at wealthy people, is attracting more attention. The event, now in its sixth year, was held with the aim of increasing GI Yamanashi’s brand awareness and developing sales channels.

GI Yamanashi’s sake reflects the culture and history of Yamanashi Prefecture.
It is a symbol of innovation to be passed on.

In a speech to visitors to the “GI Yamanashi” sake tasting event at sake breweries in Yamanashi Prefecture, Rei Amano, president and representative director of Sasaichi Sake Brewery Co., Ltd., who also serves as chairman of the Yamanashi Prefecture Sake Brewers Association and director of the Yamanashi Prefecture Sake Brewers Cooperative Association, said, “Yamanashi is one and the same. “We are the first region in the prefecture to be designated as a GI for both sake and wine. We are proud that this recognition recognizes the uniqueness and quality of Yamanashi’s alcoholic beverages.” “Yamanashi’s sake has a deep commitment to water. By brewing sake using water collected from six specific water systems, the six breweries on display this time produce sake that reflects the individuality of each region. Furthermore, based on the Yamanashi Prefecture Designation of Origin Sake Management System, pure rice sake made only from Yamanashi prefecture-produced rice can be labeled with the Yamanashi Sake Mark. This is the first such display in Japan. GI Yamanashi’s sake is a symbol of innovation to pass on culture and history. We hope that everyone will be able to experience its profound world.”
Mr. Koichi Sometani, Deputy Director of the Industrial Promotion Division of the Industrial and Labor Department, Yamanashi Prefectural Industrial and Labor Department, gave a speech, saying, “GI Yamanashi’s business has been carried out under the catchphrase, “Delicious sake is nurtured by beautiful nature.” said. “The rain and snow that falls on the 3000m-class mountains that surround Yamanashi Prefecture permeates underground over many years, becoming underground water that flows to the villages where sake rice is grown.This time, we will introduce the wonderful sake produced from this famous water. We hope that hotels and restaurants will take advantage of Yamanashi’s sake and use it to increase consumption and promote sales.”

Mr. Rei Amano, President and Representative Director of Sasaichi Sake Brewery Co., Ltd., serves as Chairman of the Yamanashi Prefecture Sake Brewery Association and Chairman of the Yamanashi Prefecture Sake Brewery Cooperative Association.

Mr. Koichi Someya, Director of the Industrial and Labor Department of Yamanashi Prefecture

Towards high added value and internationalization
Held at a hotel located at the top of Japan

At the tasting/exhibition venue, Mr. Amano said, “I am grateful for the opportunity to directly introduce GI Yamanashi’s sake to people I have not been able to meet before at the wonderful location of Bvlgari Hotel Tokyo. ” he said. “The six exhibiting breweries have received positive reviews from everyone in Tokyo, and we have renewed our resolve to value Yamanashi’s sake culture even more than ever before.”
Tsushima Kitahara, President and Representative Director of Yamanashi Meijo Co., Ltd., said, “What kind of occasion is the most effective way to enjoy GI Yamanashi’s sake in order to constantly aim to improve quality, create high added value, and move toward internationalization?” “When we think about this, we believe that holding the event at the Bvlgari Hotel Tokyo, which is ranked as one of the top hotels in Japan, is of great significance.” “Alcohol has a deliciousness that cannot be understood just by drinking it. Depending on where, with whom, and what you drink it, you can further enhance the original quality value of sake. Tastings and exhibitions held at special locations are an advantage. I hope to continue to carry out meaningful initiatives that will lead to better results.”
Fukutaro Asano, representative director of Tanizakura Sake Brewery Co., Ltd., said, “Up until now, 90% of Tanizakura’s sales have been within Yamanashi Prefecture.In the future, we will be able to approach customers outside the prefecture and meet many new people. This event was a very rewarding opportunity.” “At Tanizakura, we would like to focus on developing products that can be used as pairings with Western food by leveraging the power of aged sake and aged sake that we have stocked for each vintage.We have received high praise from our customers for this feature. What we received gave us confidence.”
Koji Tamagawa, president and director of Yorozuya Jozoten Co., Ltd., said, “I don’t think we will be able to create opportunities for many of our important customers to come to our store unless we all work together in Yamanashi.” “This was a great opportunity to promote GI Yamanashi’s sake to liquor stores, which play a central role in the Tokyo market.The response from customers was positive, and we felt a great response.”
Utoshi Ide, Managing Director of Ide Sake Sales Co., Ltd., said, “Until now, we have not been able to expand into Tokyo, so this opportunity to appeal to wealthy people is of great significance.” “Through our activities to promote GI Yamanashi’s sake brewing, which focuses on the appeal of water from mountains such as Mt. Fuji, we received a positive response from our customers. We believe that we can create a synergistic effect by promoting GI Yamanashi’s sake in both ways.”
Yoshinobu Osawa, president and director of Taikan Sake Brewery Co., Ltd., said, “Yamanashi has a strong image of being a wine prefecture, and up until now we have been a little hesitant in producing sake.” “Recently, however, sake breweries have been replacing each other, and in order to widely promote the fact that “Japanese sake can be found in Yamanashi,” we have taken on the challenge of various new initiatives. We aim to create a form that will be recognized.”

Hasegawa Saketen Representative Director and President Hasegawa, and Mr. Koichi Someya, Director of Industry and Labor, Yamanashi Prefecture, toasted with the Yamanashi Prefecture brewer.

Opportunity to compare the charms of each sake brewery
Leads to great learning for visitors

Keisuke Higuchi, managing director of Zensenza Co., Ltd. and director of the youth division of the All Japan Hotel Federation, who attended the event, said, “The opportunity for six sake breweries to come together and compare the appeal of each sake is a great learning experience for me. Pairing with food is also a theme for us, so we will collect information that will be useful in this regard.” “I would like to understand the differences in the philosophies and ideas of each brewery by talking directly with the brewers while feeling how Yamanashi’s history and terroir are utilized in the sake.”
Yoko Sugiura, Planning and Public Relations Manager of the Sales Strategy Office of Keio Plaza Hotel Co., Ltd., said, “I came to the event because I wanted to gather information that would be useful for the sake bar that will open in the hotel building on February 1, 2024.” “80% of Keio Plaza Hotel’s customers are inbound tourists, and there is a huge need for sake and Kobe beef.We believe that we need to place even more emphasis on sake in the future as content that we communicate to meet those needs. Through our sake bar, we would like to offer a variety of sake experiences to people overseas.”
“GI Yamanashi” Sake tasting event from sake breweries in Yamanashi Prefecture will allow more people to enjoy the delicate taste and refined quality of Yamanashi’s sake, which is produced by the fusion of the natural blessings of the foothills of Mt. Fuji and other mountains and the long history of sake brewing. It was communicated to GI Yamanashi, which presents a new option for the wealthy market, will continue to make moves to establish its presence in the high-end liquor market.

Yamanashi Meijo brews sparkling sake and other “Shichiken” sake.

“Taikan Daiginjo” is produced by Taikan Sake Brewery, which has received high praise at various competitions, including multiple gold awards at the National New Sake Awards.

Ide Sake Brewery is the only sake brewery in the Fuji Five Lakes region, brewing “Kai’s good fortune.”

Yorozuya Brewery brews “Haru Uguisui” in a brewery connected to Akiko Yosano.

Tanizakura Sake Brewery takes a new approach to traditional tank squeezing and aged sake.

Sasaichi Sake Brewery, which brews “Tan” and “Sasaichi” which are highly rated overseas.