GK had the privilege of speaking with Mr. Kazuhiro Sakurai, President and Representative Director of Asahi Shuzo Co., Ltd., the brewery behind the popular Sake brand “Dassai“. We explored Japan’s food culture, shifting alcohol trends, the craft sake boom, and how Asahi Shuzo is reshaping global perceptions of sake through innovation and international expansion. Read an excerpt of the interview below.
What sets the Japanese food industry apart from global competitors?
Japan’s edge lies in monozukuri – a dedication to craftsmanship, flexibility, and uncompromising quality. Our cuisine evolves by blending tradition with innovation, as seen in ramen and other dishes that fuse Japanese and Western influences to create something uniquely modern.
As a leader in high-end sake, what trends are you seeing in Japan’s alcohol market?
Alcohol consumption is generally declining, especially among younger generations, who are turning to lower-alcohol drinks. Beverages like highballs, chu-hai, and craft beer have successfully attracted new audiences. Meanwhile, traditional drinks like nihonshu, shochu, and awamori remain rooted in loyal customer bases via specialized distributors, where we continue to focus our efforts.
What are your thoughts on the rise of craft sake and experimental brewing? How is Asahi Shuzo Co., Ltd. working to overcome challenges in the domestic market?
The craft sake movement, including doburoku and other innovations, has grown in response to outdated licensing policies, but it’s become a powerful, positive force in the industry. We welcome this shift, though our priority is improving our core products rather than chasing trends. For us, knowing the competition helps us refine what we already do best.
How has growing international interest in sake affected your business?
When we started expanding overseas, many doubted sake could succeed abroad, but we persisted. In 10 years, the overall market grew 5x, and our sales grew 25.3x. We’re proud to have pioneered that growth. Our current challenge is breaking the perception that sake is only for Japanese cuisine. While we don’t localize our recipes by default, we refine our flavor through direct feedback from global customers, always aiming to serve the most delicious version of sake we can create.
What’s your midterm vision, and how are you planning to expand internationally?
Our New York brewery, DASSAI BLUE, marks the start of a new chapter. Not just expanding sales but reshaping the global perception of sake. While we’re not planning additional breweries for now, our mission is clear: build a new market where sake is appreciated beyond Japanese cuisine. We want wine and beer distributors to carry it too, and we’ll support them through education on storage, rotation, and handling. Sake is just 0.2% of the U.S. alcohol market, and we’re here to change that.
