Big Plans for Dassai Sake as Chairman Sakurai Shares in Haneda Airport Talk

Hiroshi Sakurai, Chairman of Asahi Shuzo Co Ltd, is working to produce the finest Dassai sake in New York, Earlier in September the man behind Dassai returned briefly to Japan for a talk event at Haneda Airport. Sakurai shared his vision of promoting Japanese sake culture globally with an audience gathered from across Japan.

Asahi Shuzo began local sake production in Hyde Park, New York, a year earlier in 2023. During the event, Chairman Sakurai engaged in a discussion with Hiroshi Onishi, President of the Haneda Future Research Institute.

Hearing firsthand from a Japanese sake maker about producing sake in New York was an invaluable experience. Despite Asahi Shuzo's remarkable success in Japan, it became evident that their journey in the United States had just begun.

Introducing a New Approach to Brewing in the US

Onishi has years of experience managing department stores and deep expertise in domestic and international brand businesses. 

During the discussion, Chairman Sakurai responded to Onishi's questions, highlighting his unwavering commitment to the meticulous process of crafting sake. His dedication and passion left a strong and lasting impression on the audience.

Sakurai explained that the young Americans learning the craft of sake brewing also help clean the brewery. That is an uncommon practice in most US workplaces, where employees seldom take on cleaning responsibilities. He emphasized, "They understand that without a spotless brewery, making great sake is impossible." The audience listened attentively to his words. 

Sake's Challenge with New Food Cultures

Introducing a drink that doesn't have roots in a country's food culture presents significant challenges. This is a common struggle for any nation, manufacturer, or product. Some audience members expressed admiration for the dedication shown by both Japanese and American teams working together to craft sake and build a fan base.

This journey is still in its early stages, with a long path ahead. 

I hope more people will visit the New York brewery, learn about the sake-making process, and appreciate its distinct flavors. The goal is for sake to become a regular part of dining experiences in the US and also globally. 

Ultimately, I wish for it to bring smiles and foster peaceful, shared moments for all who enjoy it.

A visit to Dassai's headquarters in Iwakuni, Yamaguchi Prefecture, Japan, is also highly recommended.

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(Read the report in Japanese.)

Author: Yukihiro Watanabe