Kato Kichibee Shoten’s ‘Born Chogin Vintage’ Redefines Sake Luxury
Kato Kichibee Shoten (Born) plans to sell an extraordinarily special sake 2024 autumn. The name of the sake is “Born Chogin Vintage. This is a vintage sake that has been aged for more than 10 years and will be sold at the highest price point, rivaling wine and whiskey for its rareness and superb taste.
This aged sake is highly acclaimed around the world and is beginning to establish itself as a premium alcoholic beverage, especially in major export markets such as China. According to Kato Kichibee Shoten, the price for a bottle is a staggering 1,100,000 yen ( 275K THB). This price tag is a major reversal of how sake has been valued in the marketplace up until now. Generally, vintage sake is priced in the hundreds of thousands of yen, but “Born Chogin Vintage” asks the market for an extremely different value.
This sake has been carefully stored in ice temperatures for 12 years. The process is closely kept confidential, but the brewers are confident that it is characterized by an unprecedented aromatic quality and a deep flavor. Pre-orders are already pouring in from top-level restaurants and sommeliers, and the stock of approximately 200 bottles is nearly sold out.
However, this attempt to move into a high-priced category is not only a commercial success, but also an attempt to change the positioning of Sake itself. According to the Japan Sake and Shochu Makers Association, the focus of sake in the past has been on lower-priced sake that is appealing to a larger number of people. However, with breweries such as Kato Kichibee Shoten introducing new value to the market, the day may not be far off when sake can rival fine wines and whiskey.
Consumption trends in the Chinese market, which is the largest export market for sake, are also getting a lot of attention. As the real estate recession has depressed middle class consumption, marketing to the ultra-wealthy has become more important. Kato Kichibee Shoten’s strategy is to develop a new customer base with rare and valuable vintage sake, building on its existing excellent reputation. This development is expected to spread to other sake breweries, contributing to an increase in overall brand value.
Sake has long admired the status as a luxury alcoholic beverage that wine and whisky have long achieved. Establishing such a status requires hard perseverance and effort. The presence of pioneers like Kato Kichibee Shoten is the hope for the sake industry until the day when the market is broken open and sake is recognized for its new value. I am excited to see what the future of the Kato Kichibee Shoten will bring. (Mr. Bacchus)
