Having seen Sake from close quarters since the last few years as the Founder of Sake Club India, I have often noticed the twinkle in an average beverage lover’s eyes at the very mention of this Japanese national beverage. In India, where even wine is considered a fairly nascent beverage, such an interest may surely be an encouragement for Japanese Sake producers.
The latest manifestation of such interest was the India visit of two key people Masahi Tsukamoto, General Manager and Hideki Matsuki, Manager Overseas Business Division from the Tatsuuma-Honke Brewing Co. better known for their cult Sake brand “Hakushika“. Both these gentlemen arrived in the country to conduct a slew of trainings and tastings in New Delhi, including a “Sake Social” in the Indian capital that I was invited to attend. I also took the opportunity of a brief one-on-one chat with Hideki Matsuki (HM) san on the sidelines of the event:
Conversation with Hideki Matsuki
Given that India is currently a minuscule market for Sake in the global context, what brings you here to personally promote your Sake?
HM: I agree that India may currently be a very small market for Sake but it also remains a fact that the country is a future economic super-power with an ever-increasing disposable income of our target clientele. Hence it is important to spread awareness and provide education to the frontline staff on our range of Sakes, and that’s the reason we are here.
The Hakushika Brand Story
- Owned by the Tatsuuma-Honke Brewing Co. Ltd. based in the Hyogo prefecture.
- Hakushika literally means “white deer”. The name is drawn from a Chinese fable where an Emperor found an auspicious white deer wandering in his palace gardens. He considered the deer a symbol of a long and prosperous life.
- The Japanese, who have traditionally adopted the Chinese images also regard the white deer as a sign of longevity. The brewery hence adapted Hakushika as their brand to represent both a long history as well as the future ahead.
- The brewery also owns a second brand called Kuromatsu, which literally means “black pine,” which is again a symbol of longevity.
Which are your biggest markets for Sake globally?
HM: The US and South Korea are our top two markets in terms of volumes and revenue respectively. But other markets in Europe and Asia are also doing well.
Since the past few years, Japan’s domestic consumption of Sake has been on a steady decline while Sake exports look more promising. Would you agree with that?
It has undoubtedly been a similar situation for us where, as compared to the domestic market the international market looks more promising. We, however, are not only targeting the big markets but also the potential ones like India, by creating awareness about our Sake.
Lately, several other brands have made a beeline for India, offering different styles of Sake. Do you think that with the competition hotting up in this space, Hakushika could expand its portfolio in India?
HM: I believe competition is always good in business as it makes everybody strive to offer their best. Presently we have a good range of Sakes in our Indian portfolio. We would certainly like to expand this range by looking into the possibilities of more Ginjo and Sparkling Sakes, as well as Liqueurs, in consultation with our importers.
“Bulk Sake” and “Made in India” Sake are two options that some producers/ importers have been considering in India of late. What would be your take on such possibilities?
HM: As a brewery, it is certainly possible for us to supply Bulk Sake. However, a lot of other factors like proper transportation, storage and bottling facilities as well as the local laws would have to be looked into. Regarding collaborating with someone to make Sake in India, I may not be able to comment on it at this moment.
The Hakushika brewery is located in Nishinomiya, within the Nada region between Osaka and Kobe. The region has been long famed for its quality water, access to choicest rice and location near the ocean.
In my interactions with Sake consumers during hosting tasting events, many of them have expressed interest towards visiting Sake breweries in Japan. Does the Hakushika Brewery conduct any such tours?
HM: We do not have formally organized tours but we have an interesting Sake museum that depicts the history and production methodology of Sake. We would be more than happy to welcome visitors who want to learn more about Sake by visiting our brewery.
Hakushika Sake is imported in India by Radelan Distributors Pvt Ltd. It is currently available across 5 variants in Delhi, Mumbai, Haryana, Bengaluru, Kolkata and Goa.
