Turning the Choice to Inherit the Family Business Into the Right Decision
Masahiro studied video production and computer graphics at Osaka Electro-Communication University before working in a photography-related company, initially in a design role and later in sales. After 12 years as an office worker, the prospect of “taking over as president” of the family business weighed heavily on him. Despite repeated requests from his father to return, he found it difficult to make a decisive, positive commitment.
The turning point came when Masahiro encountered the words of Shuji Tanaka, CEO of OWNDAYS, a global eyewear retailer. Tanaka emphasized that in life, what matters most is how much effort you put into making your chosen path successful. Transforming your choice into the “right decision” through hard work is the essence of life. “Those words brought me a sense of relief,” Masahiro recalls. With this perspective, he returned to the brewery in November 2019.
Just two months later, the COVID-19 pandemic struck. Drawing on his sales experience, Masahiro focused on minimizing inventory losses while promoting sales. As a result, even amid adversity, the brewery’s sales declined by only 6%. Additionally, he successfully leveraged digital tools like crowdfunding to generate strong sales.
To further refine Yamano Shuzo’s position in the sake industry, Masahiro actively sampled other breweries’ products. “Before returning to the brewery, I didn’t truly appreciate how delicious sake could be,” he admits. However, his exposure to excellent sake deepened his understanding of its appeal. With this insight, he pursued innovation by developing new products, refining label designs, and implementing brand strategies. One notable initiative was the 2022 launch of Katanosakura Junmai Ginjo Genshu THEORY 01, a limited-edition product for select partner stores. Made with Omachi rice, this pasteurized genshu (undiluted sake) has an alcohol content of 15%, distinguishing it from the brewery’s traditional muroka-nama-genshu. The product aligns with the trend toward lower alcohol beverages akin to wine while retaining Katanosakura’s hallmark richness, sweetness, and umami, combined with a fresh and modern touch. The series was so well-received that it quickly sold out, exemplifying Masahiro’s dedication to “making the right choice” through continuous effort.
▲In 2018, following the Osaka Earthquake, Typhoon#21 caused severe damage, leaving the workshop partially destroyed. In 2019, the roof was replaced, steel beams were added, and a new facility with increased height was built. An overhead crane was installed, enabling the efficient hoisting of steamed rice.
▲The current brewmaster, Yoshihide Hamada, now in his fourth year, has earned the full trust of Hisayuki. He trained for 22 years under the former brewmaster, Mr. Asanuma. With a unique background, Hamada studied French at Osaka University of Foreign Studies, studied abroad, and deepened his interest in Japanese culture before eventually pursuing a career in sake brewing.
▲The “SAKE matured by music,” developed in collaboration with Onkyo Corporation, employs a unique method that directly applies the vibrations of music to the mash rather than simply playing music. The vibrations are intended to influence the maturation of the sake. The music being used is Mozart.
A Father and Son’s Vision for the Future of Katanosakura
When Masahiro informed his father, Hisayuki, of his decision to return to the brewery, Hisayuki felt a deep sense of reassurance. “I’m glad you’re finally coming back,” he said, expressing his hope that Masahiro would continue brewing sake that connects directly with its drinkers rather than pursuing mass production blindly.
Masahiro shares this vision but is also focused on elevating Katanosakura’s recognition nationwide as a prominent “Osaka local sake.” To achieve this, he aims to strengthen their core lineup and unify the brand’s image. One initiative involves standardizing the typography on their labels, which had previously varied. For high-value products, they plan to feature the kanji Katanosakura (片野桜) in a calligraphic style known as hige-moji, which exudes sophistication and aligns with its strong appeal in international markets. This unified branding strategy seeks to enhance the sake’s added value and make it more recognizable to consumers.
What unites father and son is their shared passion for sake brewing and their mission to nurture the essence of Katanosakura. “I want Katanosakura to be a sake people associate with Osaka—something they say they must buy when they visit,” Masahiro says. Hisayuki strongly agrees with this vision. Together, this intergenerational duo is set to expand Katanosakura’s reputation as one of Osaka’s iconic sake brands.
▲Steamed rice is transported in blue baskets and cooled in open air within the brewery. This method is more hygienic than using a cooling machine. During early autumn and late spring, when temperatures are higher, the rice used as kake-mai is temperature-controlled with ice and chiller-cooled water.
▲For the midsummer junmai kanzake event, “Kansai Suehirokai Kanzake Gekijo,” they prepared a kimoto yeast starter using Aiyama rice. On this particular day, it was time for the soe-kaeshi stage. Although they have long specialized in yamahai brewing, they began using kimoto-method five years ago, which has since been well-received.
▲”THEORY” features label designs created by Masahiro, whose previous career was as a designer. “In the future, I want to introduce a unified design approach incorporating elements like hiragana, kanji, and hige-moji,” Masahiro says, sharing his vision for the brand’s direction.
Pubulish at : 2025.04.21
Book : 第42号 巡り合い 新境地へ
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YAMANOSHUZOU Co., Ltd.
President and the fifth generation owner
Hisayuki Yamano
- 7-11-2 Kisabe, Katano City, Osaka Prefecture
- 072-891-1046
- Founded in an unknown year (late Edo period)
- https://www.katanosakura.com
Born in 1955. After graduating from the Faculty of Commerce at Doshisha University in 1977, he joined Yamano Shuzo. He then trained at the Research Institute of Brewing in Takinogawa, Tokyo, and worked at a sake wholesaler in Shiga Prefecture. In 1980, at the age of 25, he returned to Yamano Shuzo. From 2000, he brought on Seishi Asanuma, a brewmaster from the Nanbu Toji guild, and gained a strong reputation for producing yamahai sake and muroka-nama-genshu. Since 2011, he has also served as the chairman of the Osaka Prefecture Sake Brewers Association, playing a key role in promoting Osaka sake.
Interviewer・Writer Ayuko Yamaguchi
I'm Ayuko Yamaguchi and I live in Kyoto. I love sake so much and have been doing a lot of "self-improvement with sake" which might be said to be just an excessive drinking. As for writing, I am not as good as my predecessors who vividly depict "the people who brew sake," but I will try to follow their frowns and do my best. We look forward to your continued support.
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