TOKYOJul 01 (News On Japan) – In the world of Japanese sake, luxury brands with prices ranging from tens of thousands to hundreds of thousands of yen are gaining popularity. The driving force behind this trend are startups led by individuals with experience in IT (information technology) businesses. These outsiders are challenging the high-end sake market using a fabless manufacturing approach, meaning they do not have their own production facilities.
In Tokyo’s Shibuya Mark City, a shop that offers about 2,000 types of sake is currently promoting a brand called Sake Hundred. The “Hikari” assortment costs about 40,000 yen, while the sparkling “Byakko” sake costs 30,000 yen. These expensive products are rarely available online, making their physical presence in stores highly valued by customers, including tourists who buy them as souvenirs.
The startup behind Sake Hundred is Clear, which does not have its own production facilities. CEO Ikoma explains that they delegate sake production to partner breweries throughout Japan. Clear’s role is to design the concept and taste of the sake, which is then produced by the breweries.
In Kumamoto, Clear’s production manager Kawase regularly visits partner breweries to refine the taste. By working closely with brewers, they want to produce even better sake. Kawase emphasizes that their process involves frequent consultation to ensure the feasibility and quality of their products.
Clear’s founder, Komasa, entered the sake industry after working in IT and founding a sake-focused media outlet in 2014. In 2018 he launched the Sake Hundred brand. Komasa’s passion for importance and frustration with the economic challenges of the industry led him to create a brand that bridges this gap and ensures that both the appeal of the product and the profitability of the breweries are increased.
Clear partners with several breweries instead of owning one to boost the entire sake industry. By creating a brand that collectively benefits multiple breweries, they aim to generate substantial revenue and ensure sustainable growth.
Although Clear does not disclose detailed sales figures, they aim to reach 10 billion yen in sales within five years. Despite the decline in domestic consumption of sake since its peak in 1973, Clear is optimistic about the growing export market, driven by the global popularity of Japanese cuisine.
Komasa believes that creating high-quality sake is essential in today’s market. He claims it is unrealistic to expect consumers to drink four times as much sake as before. Instead, the focus should be on producing sake that consumers are willing to buy at higher prices, thereby adding value to the product.
Clear’s strategy involves creating a sense of aspiration for their brand among younger generations. They aim to position their brand as a luxury item that people want to own, similar to high-end fashion brands.
Despite the high prices, Clear’s products attract sake enthusiasts and beginners alike. By continuously improving their offering and expanding their range, they aim to cater to a wide range of consumer preferences and lifestyles.
In conclusion, Clear is not just making sake, but is revolutionizing the industry by leveraging modern business practices and fostering collaborations. Their innovative approach will redefine the future of Japanese sake, combining tradition with today’s market dynamics.
Source: Business Intelligence
