The “Hakutakusen” brand of Yasumoto Sake Brewery was launched in 2001 by Yasumoto Takeshi, the current head of the family and master brewer, at the age of 27. Rather than relying on the traditions of the brewery, which was founded in 1853, Yasumoto has repeatedly refined “Hakutakusen” through trial and error, placing emphasis on data. This journey has now spanned more than 20 years, and the brand continues to evolve.
To create a new brand
The Togo district, where Yasumoto Sake Brewery is located, is in the southeastern part of Fukui City, a region blessed with nature and history. The Asuwa River flows to the north, and the rich farmland stretches out, producing Togo rice, which is renowned for its delicious taste.Near the historical site of the Asakura clan, a warlord family from the Warring States period, the Toda River runs parallel to the Togo Kaido Road, where temples and sake breweries associated with the Asakura clan stand, including Anmoto Sake Brewery, which has a long history.
Founded 170 years ago.The revolutionary figure of the 47th generation of the Anmoto family,
The Anmoto family, which has been in existence since the Heian period, was once a prominent family engaged in money changing and forestry. They transitioned to sake brewing in 1853, the year the Black Ships arrived. Anmoto-san, the 47th generation of the Anmoto family, graduated from the Brewing Department of a university and joined the National Research Institute of Brewing in Hiroshima Prefecture, where he studied not only brewing but also marketing.There, he interacted with other successors of his generation from renowned breweries across the country and discussed their dreams for the future, which strengthened his desire to launch his own brand.
The birth of the Hakutakusen brand
Before Mr. Yasumoto returned to Fukui, Yasumoto Shuzo only produced regular sake, such as junmai and ginjo, which were not designated as specific types of sake, except for sake for competitions.At the time, nearly 10 years had passed since the introduction of the specific designation system, and high-quality sake had become widely recognized as a standard for selection. Fearing that the brewery would disappear if it continued to produce only ordinary sake, Mr. Yasumoto joined the brewery in 2000 and launched the new brand “Hakutakusen” the following year.The concept is “a solitary, refined sake to accompany meals.” The sake is designed to complement dishes while refreshing the mouth and throat with each sip, leading one to unconsciously reach for another cup. This unique taste is expressed through the word “solitary.” The brand name also carries the wish that “people will gather like mountains around the sake made with water from the Shirayama mountain range and brewed in the mountainous region of Togo.”The launch of the new brand is a new challenge for Yasumoto Shuzo to uphold its 170-year tradition, and Yasumoto has thoroughly reevaluated his approach to sake production and sales, repeatedly making improvements while prioritizing data and current trends.
A product lineup that generates buzz
“Hakutakusen” currently offers five regular products, including junmai, junmai ginjo, and junmai daiginjo, as well as seasonal products sold throughout the year, with a lineup of approximately 15 to 20 varieties.Seasonal sake products typically include new sake released from winter to spring and “hiyo-oroshi,” which is sake that has been heated once and stored before being shipped in autumn. However, “Shirayama-sen” releases seasonal products in sync with cherry blossom season and the start of the Echizen crab season, leveraging Fukui’s signature attractions—cherry blossoms and Echizen crab—to generate buzz.
“Hakutakusen” has been selected twice as the in-flight sake for domestic first-class flights and has won eight consecutive Platinum Awards and a Gold Award at the French Sake Tasting Competition, earning high acclaim both domestically and internationally.
All-Fukui sake production as a brand
The bottle of “Hakutakusen” features the “FUKUI RICE ONLY” mark, which certifies that it is made exclusively with rice grown in Fukui Prefecture since 2022. Mr. Yasumoto’s commitment to using only rice from Fukui Prefecture for his sake production stems from his desire to differentiate his product in today’s market.“In modern times, delicious sake has become the norm. We at Anmoto Sake Brewery have spent a long time considering what else we can express. Ultimately, we arrived at the idea of crafting sake entirely from Fukui’s water, rice, and terroir.”
Aiming for an extremely clear and light taste
The Fukui Prefecture-produced sake rice used by Yasumoto Sake Brewery is “Gohyakumangoku” and “Gin no Sato.” Gohyakumangoku is known as one of the main production areas in Fukui Prefecture, while Gin no Sato is a sake rice developed in Kyushu. To arrive at this point, the brewery conducted trial brewing with various sake rice varieties such as Yamada Nishiki and Omachi.
“Gin no Sato was the most suitable variety for this region in terms of its ability to withstand the high polishing required for ginjo sake, as well as its ease of cultivation and cost-effectiveness.” Gin no Sato was transplanted from Kyushu to Fukui, and local farmers have been cultivating it specially for 10 years. In recent years, it has also gained attention as a variety that can withstand high temperatures in summer.
Keeping the koji-making process clean
Mr. Yasumoto limits himself to two types of sake rice because, as he explains, “First, I narrow down the rice I use, then master the sake-making process that suits that rice.” This logical and clear thinking is reflected in his statement: “What’s essential for the future of Japanese sake is a light flavor. To achieve that consistently, we continue to experiment and refine our methods.”
Pursuing a clearer flavor
“The underground water we use at our brewery is a medium-hard water rich in minerals, which promotes active yeast activity and alcohol production. We pay meticulous attention to controlling this balance appropriately.”
Targeting new markets with the “Hakutakusen” brand
When Mr. Yasumoto launched “Hakutakusen” and began producing junmai sake and ginjo sake, the company had no prior shipping record, so it was a true start-from-scratch endeavor in terms of sales. He gathered information about sake retailers that prioritized quality control from magazines and other sources, was introduced to other breweries, and ventured outside the prefecture to establish business relationships one by one. That pioneering spirit is now turning its sights overseas.Currently, approximately 10% of Anmoto Shuzo’s shipments are destined for Asia, with plans to expand into Europe and the United States in the future.
Recently, the company has developed a pure rice daiginjo sake inspired by “assemblage” and an original glass designed specifically for ‘Hakutakusen’ to enhance its flavor. These innovative proposals to globalize Japanese sake will further elevate the brand value of “Hakutakusen” and undoubtedly make its name resonate worldwide.
