Daniel Manning 
Dassai's booth at the Tokyo Bar Show. (©JAPAN Forward)
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On June 1, sake brewery Asahi Shuzo will officially change its name to DASSAI, aligning the company's corporate identity with its globally recognized flagship sake. It's a symbolic move, but one that speaks volumes about the company's ambitions.
CEO Kazuhiro Sakurai reflects on the brand's evolution in an exclusive interview with JAPAN Forward. He outlines its push into international markets and the company's commitment to redefining the potential for Japanese sake.
Redefining Tradition
For Sakurai, the decision to rename the company isn't just about branding. It's about conviction. "As we expand globally, we want to go forward not as Asahi Shuzo, but as DASSAI," he explains. "When people hear 'Asahi Shuzo's DASSAI,' it sounds like DASSAI is just one brand among many. And if DASSAI doesn't do well, they might assume we'll just switch to another brand. But that's not who we are. We're committed to DASSAI. Even if we fail and need to try something different, we'll do so under this name."
Such clarity and purpose have come to define DASSAI's identity. At its core, the brand is about pushing boundaries. "Japanese culture can be very conservative. There's often a belief that tradition must stay the same," says Sakurai. "But I believe tradition has to evolve. Culture only survives if it changes. That involves risk. You try, fail, correct your course, and try again. That's what we've done with sake. And I believe it's part of a larger pattern whereby Japan's traditional industries have helped shape our culture through the same cycle of repetition and refinement."
Challenges of a Global Vision
That drive to evolve — and occasionally stumble — is also how DASSAI has managed to thrive internationally. The company is now one of the few Japanese sake brands with widespread global recognition. But as Sakurai relates, it hasn't been easy — and the road ahead won't be either.
"There are two big challenges," he says. "The first is logistics. Sake is a brewed alcohol, like wine, but it's far more sensitive. Premium sake needs to be stored at or below five degrees Celsius and is best consumed fresh. Wine, on the other hand, often benefits from aging and can be stored at higher temperatures. That difference changes everything — how we ship, store, and present the product."
The second challenge is how people perceive sake itself. "Many people outside Japan still see sake as something you only drink hot and only with sushi," he says. "That image is deeply ingrained, and it's limiting." Even in the United States, sake accounts for just 0.2% of the alcoholic beverage market. In Europe, it's even less. Changing those perceptions, Sakurai says, will take time — and a lot of glasses poured.
So, how do you shift the world's view of sake? "There's no perfect strategy," Sakurai says with a smile. "We just want people to try it. When someone takes a sip of DASSAI and smiles, that's the beginning.
It's about building fans, not just customers. And it's also about constantly talking with our partners overseas: What works? What doesn't? Let's adapt. It's a cycle of trial and error."
Belief in Balance
Among DASSAI's lineup, DASSAI 23 stands out as its signature expression. It's also especially dear to Sakurai. "It started as something of a marketing challenge," he says. "My father wanted to make the most highly polished sake in the world. At the time, that meant reducing the rice grain to just 23% of its original size." Initially, some saw it as a gimmick. But as the team refined their brewing methods, they discovered something special: unmatched clarity, elegance, and depth.
"We believed in it, even when others didn't. Experts told us that polishing beyond 50% wouldn't make a difference. But we kept going. And now, 23 is everywhere for us — the date of our US sake brewery opening, our car license plates, even our wedding dates. For us, it's a significant number."
This philosophy extends to DASSAI's taste profile: clean, refined, but never lacking in complexity. "There are what you might call 'sake connoisseur' opinions out there," Sakurai says. "But that's not what we focus on. To us, great sake is simply great — something anyone can easily appreciate. Our goal is to craft a sake that's both immediately delicious and endlessly rewarding, revealing new depths with every sip."
Crafting Joy
More than anything, Sakurai wants people to feel happy when they drink DASSAI. "Yes, it's alcohol — people get tipsy. But it's more than just that. It connects people, enhances food with its flavor, and brings a sense of joy to the heart. That is our mission. Culture alone isn't enough if it doesn't bring happiness."
That idea — that culture and joy should go hand-in-hand — also fuels DASSAI's international mission. "We're not just exporting a product. At the heart of what we do is a desire to share Japanese craftsmanship and values with the world. We hope our journey, with all its challenges and missteps, can inspire other Japanese creators in fields like craft, cuisine, or art to take on their own bold challenges.
Sakurai is quick to add that changing Japan's internal mindset is just as important as winning over global markets. "There's still this idea that Japanese things are for Japan only, that they don't need to change, or that change would dilute them. But I think Japanese craftsmanship has real potential overseas. We shouldn't shy away from that." He adds, "At the same time, we still have to keep evolving if we want to see that potential fully bloom. I hope that resonates with people."
Breaking Through Stereotypes
So, what does he want to see change? "I want people to break out of the old image: that sake can only be drunk hot, and only with Japanese food. It can be paired with oysters, ceviche, carpaccio, even blue cheese or dried mango. At sushi restaurants, it's become common to see wine or whiskey served. And yet, outside of Japanese cuisine, sake is still rarely chosen. "
With that, Sakurai returns to his central message: evolution. "Whether it's art, music, or literature, what survives is what changes. Even sake. As Dassai continues to evolve, it won't just be for ourselves. It’s a journey we hope will inspire others in Japan."
"We'll make mistakes," he says, "but we won't run away. That's why we're changing our company name. DASSAI is who we are. And we're taking it to the world."
Dassai (formerly Asahi Shuzo Co Ltd) cooperated in the publication of this report.
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Author: Daniel Manning
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