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新しい酒文化を創造する蔵01 Tradition and Innovation

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“Brewing sake” is truly traditional culture in Japan, and sake is acknowledged as “National Alcohol Drink” in Japan. In spite of this fact, the consumption of sake in Japan is decreasing year by year, and now the survey shows that only one out of ten Japanese people drink sake. Keeping a tradition just as tradition makes itself outdated. If no one drinks sake, we cannot brew sake.
The sake brewing is changing more rapidly than ever. In this situation, it is of course important to maintain tradition but also important to produce sake that reflect the times. I believe that this is our assignment and mission.
For example, although it is common to do so nowadays, it was a big challenge for us as a sake brewery to produce umeshu (aka. plum wine) 10 years ago. Some people criticized us for our umeshu production. However, customer demands for umeshu got increased, and finally the umeshu market was established. Now a number of sake breweries produce umeshu.
Like this example, the market can change even within 10 years, and the alcohol culture in Japan has changed along the times.
Umenoyado Brewery aims not to catch up with the trend of the times but to have a strong will to create next new sake culture. We believe that challenging new things also leads to maintaining tradition.
Other Japanese tradition creates a new style to meet the demands of the present time; for example, Super-Kabuki in Kabuki and Aloha shirts with Yuzen dyeing. Following after this example, we will create new sake culture.
We aim at being a brewery from which customer feels “new sake culture.” We shall take an effort to make our “new sake culture” next tradition.

 

The Fifth Owner/President Kayo Yoshida