Sake imports in Europe have more than doubled since 2020, a trend indicating not just popularity but a genuine enthusiasm for the traditional Japanese alcoholic beverage. This trend is exemplified by the success of Shichiken, a sake producer.
An hour before arriving, the steep hills close in around the railway tracks used by the JR express. Everywhere, there are vineyards and rice fields. In the background, higher up, tree-covered mountains stretch towards a sea of fluffy clouds. We are 2 hours south of Tokyo, in the northern part of Yamanashi Prefecture, on the island of Honshu. The Yamanashi Meijo brewery is located at the foot of the Japanese Alps. Founded in 1750 by a brewing family, it uses water from Hakushu, sourced from the nearby melting snow of Mount Kaï Komagate. "Exceptionally pure spring water is the fundamental ingredient, just like rice, for making exceptional sake," explains Tsushima Kitahara, President of Yamanashi Meijo. This water naturally filters through granitic rock and becomes enriched with minerals, making it particularly remarkable for sake. Typically, producers provide the residual polishing rate, which is usually around 40 to 60%.
With the help of fermentation, the rice starch is liberated, transformed into sugar, and then into alcohol. "We practice long, low-temperature fermentations; it's the signature of our house—sakes as refreshing as spring water," confirms Mr. Kitahara. Both water and rice are essential for crafting nihonshu (Japanese alcohol), along with a touch of divine spirit, as evidenced by the statue of Benzaiten, the goddess of water, welcoming visitors in front of the distillery. Inside, an altar adorned with offerings is intended to ensure the safety of the company's employees. In Japan, tradition is paramount, especially in the world of sake.
Exports of sake on the rise
At Shichiken, the world champion in its category, it's the 12th generation that is at the helm, partnering with the three-star French chef Alain Ducasse to promote this delicate rice-based beverage worldwide. In fact, when Gerard Margeon, a long-time sommelier with the Alain Ducasse Group, confessed his genuine passion for sake ten years ago, he was considered somewhat unconventional. Today, there is even a distillery producing this alcohol in the Île-de-France region. There's even an annual sake fair in Paris, the largest outside Japan. "Sake is breaking out of a niche market. The enthusiasm of the European public could ultimately make it one of the most important markets on a global scale," asserts Margeon.
Pour continuer à lire cet article, abonnez-vous maintenant
CHF 10.- par mois / CHF 99.- par année
- Accès illimité à tous les contenus payants
- Des analyses approfondies sur l'industrie du luxe que vous ne trouverez nulle part ailleurs.
- Des études et rapports sur les principaux défis à venir ainsi que leur décryptage.
- Des articles académiques élaborés par des professeurs et des doctorants membres du Swiss Center for Luxury Research, ainsi qu’un certain nombre d’universités à l’étranger.
- Des événements réservés aux membres pour enrichir vos connaissances et votre réseau.
Partager l'article
Continuez votre lecture
Travel & Wellness
Karuizawa: Japan’s Ultra-Luxury Hideaway
Just an hour by Shinkansen from Tokyo, Karuisawa has the air of a Japanese Megève. At 1000 meters, this forest-covered mid-mountain resort is the emblem of Japanese kaiken luxury.
StrategyAcademic
What does the future hold for the luxury market in Japan?
Since the 1980s, Japan has been one of the largest markets for luxury goods, making a significant contribution to shaping the global industry. In his study, Professor Pierre-Yves Donzé analyses the different strategies used by Western companies to penetrate the Japanese market, how they changed their strategy over time, what they have learned from this market, but also, more recently, the reasons for their stagnation.
Newsletters
Cet article vous plaît ?
Inscrivez-vous à nos newsletters pour recevoir les dernières publications et analyses selon nos 4 thématiques: