The Success of SAKE HUNDRED and MINAKI
Luxury brands are gaining attention in the sake industry. SAKE HUNDRED” and “MINAKI” are especially remarkable as pioneers in this market. Although these brands do not have their own brewing facilities and are outsourced brewers, they work with cooperating sake breweries to produce sake of world-class standards.
SAKE HUNDRED is a brand by Clear Inc. The founder, Ryuji Ikoma, started the brand out of his passion as a sake enthusiast. The main product “Byakko” is a premium sake made with 18% polished rice, and has attracted a large number of applicants despite being sold by lottery. On the other hand, the “MINAKI” brand by REBORN Corporation, whose flagship product “Kyokugen” pursues even higher quality with a rice polishing ratio of 17%, won a gold medal at the International Wine Challenge (IWC) after only one year of its establishment. As a result, many restaurants are still waiting for the product to arrive.
The fabless style is one of the reasons for the success of these luxury brands. Instead of having our own production facilities, we outsource brewing to breweries and have them produce sake of our own design, thus achieving a world-class standard of quality. This approach is a strategy similar to that of Apple and Fast Retailing, taking full advantage of the brewery’s technological capabilities.
SAKE HUNDRED and MINAKI sake are highly acclaimed both in Japan and abroad, and have been highly praised at the “International Wine Challenge”. Many of these brands were launched by founders who came from different industries, and their various inputs have created new value. This makes it possible to offer flavors that meet the needs of consumers.
These brands use a “concept book” in their sake production, in which the image of the user, the customer’s mindset when ordering, and the value of the experience they wish to achieve are described. For example, MINAKI’s “Kyokugen,” as “sake suitable for special occasions,” targets people who use Japanese restaurants for celebrations, but instead drink champagne or wine because there is no sake suitable for the occasion.
The road to getting SAKE HUNDRED and MINAKI up and running was not an easy process. From a situation in which many sake breweries refused to talk to them, They continued to negotiate with the sake breweries exhibiting at the show, and diligent efforts led to the result. As a result, both companies were able to reach out to an industry that had not been associated with sake and develop a new customer segment.
SAKE HUNDRED also appeals to a segment of the market that consumes more value-added products, such as art and fashion, and is creating new value for sake by sponsoring the “Snex” sneaker event and art and fashion fairs. Furthermore, collaborations with the Blue Note, a long-established jazz club, and classical music events may create new developments in the high-end sake market.
MINAKI targets the wealthy, who are more interested in luxury cars and jewelry, and wants to introduce sake along with high brands. Mr. MINAKI himself explores business opportunities by purchasing Swiss luxury watches and hopes to increase gift demand by spreading awareness from prestigious brands.
Clear’s CEO Ryuji Ikoma believes that products can be made for up to a million yen, with an emphasis on rarity and aging. REBONR’s Mr. MINAKI is also building relationships with top hotels and fine restaurants, and although the ratio of overseas sales is currently around 10%, he aims to expand this ratio in the future.
Newcomers who understand the trends and needs of the market for high-end sake and establish their own unique brands are playing an important key role in the expansion of the market for high-end sake. Their passion and innovative approach will help revitalize the sake industry as a whole, and we look forward to further growth.
As the luxury brands of sake continue to gain worldwide recognition, it is hoped that the brand value of sake will also increase, and the pursuit of the luxury segment will help to revitalize the sake industry as a whole. (Mr. Bacchus)
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