Disseminating the appeal of Japanese sake.

Masuda Tokubee Shoten, known for releasing Japan’s first nigori sake, has long honored tradition while embracing numerous challenges. Rather than focusing on technical specifications or methods, the brewery strives to create sake that integrates seamlessly into people’s lives and culture. Their philosophy is to stay three steps ahead of market trends, turning innovative ideas into products. In 2022, Junichi Masuda became president at the young age of 29. We spoke with him about the legacy and vision passed down from the previous president, Tokubee Masuda, the reforms he has implemented, the founding of a new company, and his outlook for the future.