Welcome to Issue #62 of SIN.
Here in Japan it would seem we have well and truly left the cold, clammy hands of winter behind us as we dive into warmer days. Many breweries have hung up their boots for the season as they wait for their last few tanks to ferment and things are looking up ever so slightly for an industry that has been on its knees for the past two years.
Could this be the year sales get back on track? We'll definitely be doing our part; we hope you'll be doing yours!
And now for the news...
Dassai Hits A Homer
New York- Huge news came out of the Big Apple this week with the announcement that Asahi Shuzō (Dassai) has become an official sponsor of world-renowned baseball team, the New York Yankees under a two-year contract from April this year.
Asahi Shuzō will take out a full-size billboard outside Yankee Stadium in what is possibly the biggest sake advertisement ever outside of Japan.
The timing will also be convenient as Asahi Shuzō hopes to have its New York-based brewing plant, Dassai Blue, up and running by early 2023.
Source - SSNP
JG: I have always respected Asahi Shuzō for seeing the bigger picture in everything they do. And it does not get much bigger of a picture than outside Yankee Stadium. Wow. And this will doubtlessly benefit the entire industry by raising sake awareness.
旭酒造 , 獺祭
Heiwa Shuzō Expands To Tokyo
Wakayama- On April 9, CEO of Heiwa Shuzō, Norimasa Yamamoto, made the announcement that the brewery is planning to open a new doburoku “brewpub” in Nihonbashi Kabutochō, Tokyo in June this year.
The venture is being supported by a crowdfunding drive on Makuake offering all manner of rewards for getting behind the launch.
The venue launch comes one year after Heiwa Shuzō's first doburoku release and two years after the opening of its first satellite store in Wakayama, which offers Heiwa Shuzō's classic range of Kid sake as well as craft beers from the Heiwa Craft portfolio in a chic, stylish atmosphere.