Cheers with Kubota: Economics of Sake

How does the economy affect the taste of sake? During the bubble economy era in the 1980s, mass production of low-quality sake led to a vicious circle of price competition. While the economy boomed and manual labour was replaced by white-collar work, there was less need for salt and calories, changing urbanites’ eating habits.

The 4th president of Asahi-Shuzo, Mr. Toru Hirasawa, was determined to produce high-quality sake that people value. He joined hands with like-minded Teiji Shima, the head of Niigata Brewing Laboratory, to launch the Tokyo X project. The first sake developed under the project back in 1985 was “Kubota‧Senju”. Using the name “Kubota”, as when brewery was founded, it made Niigata sake newly fashionable, and demonstrated a determination to reform.

*Under the law of Hong Kong, intoxicating liquor must not be sold or supplied to a minor in the course of business.

*根據香港法律，不得在業務過程中，向未成年人售賣或供應令人醺醉的酒類。

Keep refrigerated

*Photo for reference only.