Introduction of Asahi Shuzo (Asahi Sake Brewery)

The Asahi Brewery interior

Here at Asahi Shuzo, we craft sake to brighten your life, not to drive sales or for you to get drunk.

We strive to create the highest quality sake for our customers to simply enjoy its taste and flavors, it isn't intended to be a product of mass consumption. Dassai (our flagship sake) is meant to be a way to a pleasant lifestyle. At the same time, we do not want Dassai to be a sake so special, so rare nobody could enjoy it: Dassai should be available for anyone to enjoy.

These days, sake producers and liquor stores tend to focus excessively on quick sales strategies and / or overwhelming marketing campaigns which, in turn, make them lose focus of the customer's authentic need: to enjoy a tasty sake.

Asahi Brewery’s hometown in Yamaguchi prefecture, Japan

It is because we craft a high quality sake that we want to share it with everyone around the world. We strive to keep strong partners to introduce Dassai to every one of you.

History and background

Asahi Brewery’s famous ‘Dassai 23’

About ‘Dassai’

“Dassai” literally means "otter festival". This is a word that was used long ago in our region, Yamaguchi Prefecture, as there were many otters frolicking in the nearby rivers. Otters would lay out on the shore fishes they caught, almost as if they are showing them off – like one would do during a festival.

A famous haiku poet named Masaoka Shiki took “Dassai” as a penname, because he would often scatter his reading material all over his room in much the same way otters spread out fish.

More importantly, Masaoka revolutionized Japanese literature during the Meiji era. And because we want to convey this notion as well, as part of our philosophy of sake crafting. The theme underlying Dassai sake is "Making sake is making dreams: opening a new era of sake". To us, this means that we shall never be obsessive about traditions or handcrafted techniques, but rather we want to revolutionize sake crafting, in so doing make a sake like no one has ever tasted.

Crafting our sake

Sake in the making

The techniques we use to craft our sake might be replaced by machinery. But in order to achieve the precision and quality we demand, we would need machines that would cost astronomical prices. We would rather use techniques known as the best, without counting costs, to achieve our craft. However, it would not be possible to do this on a day-to-day basis without having experienced staff, who understand the importance of having the motivation to make a great sake. All of us have this common goal, which is what keeps Dassai at its best.

The rice before and after the polishing process

Dassai 23, because of its rice polishing ratio of 23% is probably the most polished rice in Japan. But we do not think this sake is great because it has the best polishing ratio. We are not to be satisfied with this figure, but are striving for Japan’s best, most delicious sake. The only words we fear to hear are: “Dassai isn’t as great as I thought it to be”.

We always strive to craft a well-balanced sake, that has a gorgeous and dense aroma, a mellow taste with just the right amount of acidity to tie it all together with a long, lingering finish.

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