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 Feedback from the Shirakabe-gura Brewery Tour
Following the tour, the participants were asked to share their thoughts on Takara Shuzo and the brewery. |
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| Yuko Shimazu, |
Yuko Shirosaki, |
Keizo Toda |
West Japan Branch, Nippon Association of Consumer Specialists |
Chief, General Affairs Group, Nadagogo Brewers Association, the Hyogo Brewing Association Alliance Society. |
Director, Tojo Center for Farming and Economy, Minori Agricultural Cooperative |
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Ms. Shimazu is a consumer advisor working as a “go-between” for companies and consumers. She is also a nationally registered dietician and teaches at a professional training school.
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Ms. Shirosaki is involved in the development of technologies to preserve Miyamizu water and the development of new rice varieties. As a part of her job, she has numerous opportunities to visit breweries and participate in sake-related events. She is an avid sake fan.
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Mr. Toda is involved in the supply of Yamadanishiki (a variety of rice used to make sake) for specified labels brewed in Shirakabe-gura. It is an aim of his to encourage the younger generations to experience the joy of sake.
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A plant that truly captures the enthusiasm of its brewers
Shimazu: When I heard that sake was being made at a factory, I immediately envisaged a mechanical, artificial-feeling plant. In stark contrast, however, the brewery came across as one where workers take exceptional care of the yeast and treat it with the same care they would their own children.
Toda: In sake brewing, there are some processes that cannot be carried out by machines and require a human touch. The brewery successfully utilizes the advantages of traditional handcrafted techniques and blends them with the latest facilities.
Shirosaki: I gained a wholly favorable impression of the factory. There were no pipes or hoses on the floor. I think this not only prevents accidents, but also reflects the tender care the workers put into sake-making.
Appealing the brewery’s dedication to quality
Shimazu: It is unfortunate that the brewers’ enthusiasm for sake brewing has not been conveyed widely to consumers. The Shirakabe-gura Brewery is committed to ensuring the highest quality of the raw materials it uses and utilizing top-quality brewing techniques, while considering the environment. I think these are important points that can affect consumers’ purchasing activity. However, these efforts cannot be fully communicated to consumers via the label and packaging as space is limited. I therefore think it would be a good idea to employ someone to convey more detailed information in relation to these matters; someone who can act as a bridge between the company and consumers.
Toda: It is my hope that the salespeople who have contact with customers at stores truly understand the time and effort that goes into sake-making.
Shirosaki: Many restaurant staff do not have sufficient knowledge of sake. Developing capable human resources is our next challenge.
Hoping that Takara Shuzo will contribute to preserving this unique and traditional aspect of Japanese culture
Toda: Rice is an inherent part of Japanese food culture and sake made from rice is a traditional cultural element in itself. I hope that Takara Shuzo will carry traditional sake brewing techniques and guide the way of the future of sake.
Kaneko: We are proud we can be involved in the Japanese sake-making industry, which not only boasts a long history but also extraordinary levels of technology. We would like to pass on to younger workers the craftsmanship, wisdom and intuition brewery masters have accumulated to date, and above all, the fascinating aspects and joys of sake brewing.
Offering the younger generation of drinkers the opportunity to discover the taste of genuine sake
Shirosaki: It is also important to win the wider patronage of younger people.
Shimazu: Younger generations of drinking age have little occasion to drink real sake.
Toda: Yes. This is because they don’t recognize or understand the delicious taste of genuine sake. I think the “Toast with Sake” campaign promoted by the Japan Sake Brewers Association will help younger generations develop an affinity for sake.
Shirosaki: Sake is an exceptional alcoholic beverage in that its taste changes with temperature. We suggest a variety of ways to enjoy sake, such as marrying various foods with different sake.
Nakayama: At Shirakabe-gura, we hold brewery tours and blind tasting events in cooperation with magazine publishers. Interestingly, we receive a more favorable response from women.
Kaneko: Thank you very much for valuable opinions. We will step up our efforts to live up to your expectations. |
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Data: Shirakabe-gura
Land area: Approx. 14,400 m2
Business: Manufacture of specific labels of sake
Number of employees: 32
Address: 2-1-28, Aoki, Higashinada-ku, Kobe
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| Staff at Shirakabe-gura, Takara Shuzo Co., Ltd. |
| Yoshitaka Kaneko |
Seiji Nakayama |
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Technical Manager of the Production Section and
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Manager of the Production Section.
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