[Fukui Sake Brewery Co., Ltd.] Participated in the 25th Japanese Sake Festival in Meguro!
*Fukui Sake Brewery Co., Ltd.*
Press release: August 29, 2024
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We participated in the 25th Japanese Sake Festival in Meguro! *Fukui Sake Brewery will continue to share Japanese sake culture with young people and the world by taking on new challenges that go beyond the box. *
Fukui Sake Brewery also opened a stall at the “Japanese Sake Festival in Meguro,” which was held on Saturday, July 27th and Sunday, July 28th, and was attended by more than 2,000 people!
Although the event was held in the hot weather, everyone enjoyed the deliciousness and refreshing taste of summer sake, and the event ended with a great turnout.
Proposing a new way to choose sake!?
The “Sake Expression Picture Book” is now available for the first time, allowing you to choose sake based on the expression you want! An event venue with many brands lined up. Have you ever found yourself wondering, “Which sake should I get?” or being unable to decide, right? This is where the “Sake Expression Encyclopedia” comes into play.
Without thinking about anything difficult, we asked customers to imagine what kind of mood or expression they would like to experience after drinking sake, and then intuitively chose what they were interested in.
When we asked customers who visited our booth, “Would you like to choose a sake based on the expression you want to make?”, they were intrigued and said, “This is interesting!” and leaned forward to choose. “I don’t normally choose dry drinks, but when I tried it, it was delicious!”, some people told me their impressions.
It seemed like a new encounter between people and sake was born, and it was a very happy sight. Through the “Sake Expression Encyclopedia”, conversations with customers were born and it became a communication tool.
Did you feel like you wanted to be…?
A customer drank “Touji no Ambition,” which boasts a “luxury” flavor of rice.
After drinking it, I received a “luxurious” expression, saying, “Oh, I understand, this makes me feel like this.”
About the project of “Sake Expression Picture Book”
I’ll never forget the look on my son’s face, a college student who doesn’t usually drink sake, when he said, “Japanese sake was so delicious.” At tasting events overseas, I still vividly remember the surprised look on the owner’s face as he took a sip of the sake and said, “Amazing!” Every time I witness a moment like this, I am reminded of the potential of sake to be enjoyed and loved by even more people.
It has been more than 110 years since we first brewed sake, which is a traditional Japanese culture, but we still prepare it every year with the same mindset as a first-year student. This is because sake is a complex and delicate drink. It’s irresistibly interesting because it changes subtly depending on slight changes in temperature, humidity, and the quality of the rice that year.
I would like young people who are just starting to learn about sake, as well as people from overseas who are not yet familiar with sake, to know more about the appeal of sake. Without talking about difficult things, we tried to think of a new way to encounter people and sake from the perspective of a sake brewery, using the simplest common language that anyone can understand: facial expressions.
Fukui Sake Brewery will continue to disseminate a new sake culture by taking on new challenges that go beyond the box.
Tomohiro Fukui, 5th president of Fukui Sake Brewery Co., Ltd. Fukui Sake Brewery Co., Ltd.
URL: https://www.fukui-syuzo.co.jp/
Address: Head Office 214 Nakahama-cho, Toyohashi City, Aichi Prefecture 441-8065 TEL: 0532-45-5227 (Weekdays 10:00-17:00)
Contact form: https://www.fukui-syuzo.co.jp/contact