To succeed in overseas marketsSharing customers’ concernsand promptly disclosing accurate information2Creating inimitable added valuewhile preserving tradition1Conveying not only productsbut also the background philosophy and culture3cerns with customers and put all our efforts into taking steps to ensure our peace of mind helped minimize subse-quent harmful rumors or misinformation. We also experienced a temporary down-turn in sales, however, I believe that we were able to limit damage to a minimum by honestly displaying data, etc. When we resumed business roughly three weeks later, there was an unprec-edented rush of orders and encourage-ment and we keenly felt gratitude for our customers’ thoughtfulness and the depth of our links.” (Mr. Ohta)Conveying the background of products to overseas with emphasis on brandingConcern over damage arising from harm-ful rumors or misinformation was more pronounced in the international market than the domestic market, however, Daishichi Sake Brewery’s products have subsequently displayed steady growth except in Asia. Immediately following the disaster, in 2011, the brewery independently exhibited products at the “VINEXPO” wine trade fair held in Bordeaux, France, and it took various other opportunities to carefully explain the appeal of and ways to enjoy Japa-nese sake, products and conditions in the disaster-affected area. Thanks also to the credibility it had built before then, the DAISHICHI brand did not waver.As Mr. Ohta explains, “In the first year following the disaster, our message mainly centered on appealing safety; moreover, although we were solely concerned with eliminating concerns, through coming into contact with overseas winery owners, first-rate chefs, and numerous customers who partici-pated in exhibitions, we keenly realized that people overseas were interested not only in our products but also various other factors such as our background philosophy and culture. More than the Japanese market, we focused on con-veying the inherent appeal of Japanese sake and branding the unique flavor made possible by the kimoto method.”Pursuing further “heights” through adherence to monodzukuriSeven years have now passed since the disaster, and the number of breweries in Fukushima Prefecture that are win-ning awards at competitive shows is increasing. Recently, brewery tourism, where tourists enjoy local sake and cuisine as well as their background townscapes and natural surroundings, is becoming increasingly popular. Mr. Ohta touches on the role, etc. to be played by local enterprises in recon-struction and says, “With the increase in inbound demand, it is important for local breweries, stores, tourism associa-tions, etc. to cooperate in providing “Fukushima hospitality” and add value through new attractive experiences. Overseas sake aficionados who want to observe our brewery have also been increasing in recent years.” The com-pany is engaged in activities geared to vitalizing the local community: for example, it sponsors the annual Nihon-matsu lantern festival and, together with Koyasan Sanboin Religious Corpo-ration, stages a concert to support reconstruction from the Great East Japan Earthquake. At the same time, it doesn’t forget its uncompromising adherence to monodzukuri.“We are delighted to see that ginjo sake is once more starting to attract attention in Japan, however, it seems that a pyramid has developed in no time with ginjo sake at the summit. There is a unidirectional trend whereby every-body thinks that “ginjo-style” sake is high-class, however, one of the attrac-tions of Japanese sake is the ability to enjoy diverse uniqueness. I hope that Daishichi Sake Brewery will continue to adhere to kimoto brewing, which is technically challenging and requires a long time to brew, and aim to attain further heights through imparting added value that nobody else can copy.”The symbolic example of this is sake brewing using super-flat rice, which Daishichi developed in order to fully elicit the latent potential of the rice raw materials. Moreover, it conducted ambitious activities including sale of limited-edition products at the official shop of TOKYO SKYTREE and develop-ment of a new genre of sparkling umeshu (plum wine) targeting women. Also, it won the triple crown at the Jizake Taisho Awards for three years running from 2009. In 2018, company president Mr. Ohta received the Minis-ter of Economy, Trade, and Industry Award at the Seventh Monodzukuri Nippon Grand Award in recognition of the company’s development of high-class sake by the traditional kimoto method, introduction of innovative technologies, and proactive overseas deployment. The challenge of aiming for ideal sake making and the acceleration of reconstruction through a multifac-eted approach based on the keywords of tradition and innovation will surely continue to be passed onto future generations of Daishichi Sake Brewery.03Daishichi Sake Brewery Co., Ltd.E13
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