Key Facts
• June 2024: Asahi Shuzo rebranded to Dassai to strengthen global recognition.
• Dassai’s annual production: 3,000 batches, with 40% of sales (¥86 billion) from exports.
• 2023: Dassai BLUE brewery opened in New York, avoiding U.S. tariffs.
• U.S. sake market share: 0.2% of total alcohol consumption, with growth potential.
• Rice shortage: Dassai raised purchase prices for sake rice by 15% to support farmers.
• Dassai aims for ¥1 trillion in sales, with ¥700 billion from international markets.
• CEO Sakurai plans 1,000 events annually to attract new customers.
• Dassai’s sake production focuses on high-quality Junmai Daiginjo with 23% polishing ratio.
• Challenges: Rising food rice prices and reduced sake rice cultivation threaten production.
• CEO Sakurai emphasizes preserving traditional industries while expanding globally.
Summary
Dassai, a leading Japanese sake brand, faces dual challenges of U.S. tariffs and domestic rice shortages. CEO Kazuhiko Sakurai, who has spearheaded the company’s global expansion, highlights efforts to support sake rice farmers by increasing purchase prices by 15%. The company rebranded in June 2024 to enhance its global presence and opened a New York brewery in 2023 to bypass tariffs. Dassai aims to achieve ¥1 trillion in sales, with ¥700 billion from international markets, while addressing domestic market decline through 1,000 annual events to attract new customers. Despite challenges, Sakurai remains committed to preserving traditional sake-making and showcasing its global potential.
