TOKYO Local Craft SAKE Project Launched to the World!“Introducing Tokyo’s undiscovered local craft sake to the world in English”
The number of foreign visitors to Japan has surpassed 30 million in 2018 and it is still on the increase. Half of them, which is 14.24 million visitors, visit Tokyo. With the world’s increasing interest in Tokyo, Japan’s sake has taken on a new challenge by focusing on Tokyo, which is the Tokyo Local Craft SAKE project.
From left to right, Mr. Hiroki Oizumi, Director-General of The Japan Food Product Overseas Promotion Center (JFOODO); Mr. Hanjuro Tamura, President of Tamura Shuzojo Brewery; Mr. Mikio Ozawa, President of OZAWA BREWERY CO., LTD.; Mr. Yahachiro Ishikawa, C.E.O, of Ishikawa Brewery Co., Ltd.,; Mr. Yoshiaki Tsukuura, President of KONTATSU Co., Ltd.
It is a project launched by KONTATSU Co., Ltd., a liquor wholesaler founded in Taisho era (1912-1926) in Yaesu of Tokyo, in collaboration with established breweries located in Tama area of Tokyo including Tamura shuzoujou , OZAWA SHUZO CO., LTD and ISHIKAWA BREWERY Co., Ltd. in order to introduce Tokyo’s local craft sake to the world. The project was announced on November 26 in Tokyo.
Junmai Kumagawa Ichibanchi from Ishikawa Brewery in Fussa City (left), Junmai Ginjo Souten from Ozawa Brewery in Ome City (center), Kisen Junmai Ginjo from Tamura Shuzojo Brewery in Fussa City (right)
Despite many foreign visitors having an interest in sake, it is true that those who do not understand Japanese cannot read the information on sake labels except for the numbers written on them. They often say they cannot feel close to sake because they do not know what it tastes like. So, the project made all the information on the back labels of sake written in English. Based on the guidelines recommended by the Japan Food Product Overseas Promotion Center (JFOODO; established within JETRO), it provides the information on taste and aroma of sake, sake & cuisine pairing, ideal temperature for sake and sake breweries, all in English. The name of products is also translated into English to make it easier to tell what they are like.
Furthermore, the series of sake use a purple seal to bring out a unified image of the project brand. They are the first sake to use a brand icon of Tokyo Tokyo Old meets New, which is allowed by the Tokyo Metropolitan Government to be used only for sale made in Tokyo. A new Tokyo brand is born to introduce the tradition and innovation of Tokyo to the world.