It was featured in the JBpress.
Ryuji Ikoma, CEO of Clear Inc. and founder of the premium sake brand “SAKE HUNDRED,” has earned a unique position in the sake industry as both an outsider and an insider. Despite having a physical intolerance to alcohol, he became fascinated by the depth of sake. His turning point was discovering a label called “Kouro,” made by the Kumamoto Prefectural Institute of Brewing. After traveling across Japan to visit various breweries, he was struck by the technical aspects of sake-making as well as its reliance on natural forces. He realized that sake has a complexity so profound it may never be fully mastered.
In the beginning, Ikoma had no plan to dive into the “sake industry” itself. Around 2011, he created an e-commerce site as a side job to sell parallel-imported products while staying active in startup circles. At that time, subscription models were on the rise in North America, covering everything from snacks to cosmetics to razors. Seeing this trend, Ikoma wondered if sake could also fit the subscription model. This idea sparked his first serious step into the world of alcoholic beverages.
He launched “SAKELIFE,” a subscription service for Japanese sake. Since this was still a rare model, it caught the attention of the media and investors. However, as he continued operations, he realized that having a new business model alone wasn’t enough. Understanding sake itself was vital. In response, Ikoma started the online media outlet “SAKETIMES” to deepen his knowledge. In its early days, SAKETIMES had monthly page views of 50,000 or 100,000, and it did not attract large-scale funding like many startups. He soon realized how challenging the media business could be.
Even so, SAKETIMES played a meaningful role by shedding light on major sake breweries, describing their large-scale production skills and advanced technology. In the sake world, small local breweries are often praised, while major producers are sometimes labeled as “cheap and lower quality.” Yet in reality, eight major breweries account for nearly half of Japan’s total sake production. Recognizing the strengths of large players—capital, technology, facilities, human resources—is essential for preserving sake as both a cultural asset and an industry. Publishing articles that highlighted these advantages was part of SAKETIMES’ responsibility as a media outlet.
As Ikoma viewed the sake world more broadly, he became concerned that “sake is priced too low.” On a trip to Hong Kong, he saw Japanese sake selling at higher prices than in Japan and realized there was a strong demand for premium sake. Convinced that this could be the key to the industry’s future, he launched SAKE HUNDRED. Around 2018, when its flagship product “Byakko” debuted, the number of high-end sake bottles priced over 10,000 yen soared to more than eight times the previous level, and their average price rose by 20%. This showed that SAKE HUNDRED was helping open a new market.
Still, Ikoma believes that “premium” does not automatically mean “luxury.” The term “premium” can sound merely relative, lacking the power to convey a true essence of high value. Inspired by a former vice president at Hermès who once saw the traditional Japanese confectioner Toraya as a rival, and by books such as *The Luxury Strategy*, Ikoma recognized “luxury” as the ideal concept for his brand. Luxury is not just high cost; for Ikoma, “price equals the sum of all values,” which includes history, tradition, quality, experience, and the pride of ownership—intangible factors that must be built over time.
Naturally, a young company like Clear faces a major challenge in establishing such value from scratch. Real luxury brands might dismiss a newcomer that simply raises its prices. Yet Ikoma says, “We have to declare our pursuit of luxury, or we can never reach it.” Only through increased recognition, third-party validation, a record of success, and international demand can a product gain the full trust of buyers and step into the luxury arena.
As SAKE HUNDRED entered its seventh year, its flagship “Byakko” reached a major turning point. The brand changed its rice from organically grown “Dewa Sansan” to specially cultivated “Yuki Megami,” aiming to expand production and refine the flavor to pair more easily with global cuisines. Ikoma explains that selling a small number of expensive bottles could maintain exclusivity, but that alone would not move the industry forward. Instead, their second stage is to become the base of the entire premium sake market by producing tens of thousands of bottles or more.
He also comments on the recent UNESCO Intangible Cultural Heritage designation for traditional sake brewing. He points out that just because Okinawan dance (Kumi Odori) was listed, it does not automatically mean many people start dancing. In the same way, he argues, UNESCO recognition alone does not guarantee higher sake sales. The real key is giving customers a reason to say, “I want this. I want to experience it. I’m proud to own it.” Achieving that depends on each player’s persistent efforts.
SAKE HUNDRED offers a modern style that goes beyond the usual image of sake. It highlights elements like pure sweetness and balanced acidity, which are characteristic of sake while also feeling contemporary. Ikoma says this is not just a gimmick; rather, it shows the wide range of possibilities within sake. Unlike wine, whose flavor depends heavily on grape variety, sake can be shaped more directly by human decisions. Therefore, the core philosophy of each brewery affects the final taste. Ikoma believes SAKE HUNDRED’s true mission is to create what they believe to be “the most delicious sake in the world,” embracing both responsibility and appeal.
In short, Ikoma boldly envisions the sake industry’s future from an outsider’s viewpoint while also deepening his insider knowledge through media activity. This dual mindset drives the creation of a premium sake market. By pursuing the essence of luxury rather than relying on scarcity or high prices, he aims to expand the potential of sake itself. “SAKE HUNDRED” now steps into its next stage, taking on a critical challenge to preserve and advance the culture of Japanese sake far into the future.
