David Blecken
Jul 3, 2018

Subtle rebranding suggests a way for sake brands to modernise

A brewery based in Japan's Hyogo prefecture invited an outside perspective in an effort to balance tradition and modernity.

Akashi-Tai aims to appeal to both Japanese and western consumers

Speaking at the New Economy Summit in Tokyo in April, footballer turned sake entrepreneur Hidetoshi Nakata suggested that a big reason the Japanese sake industry is struggling is a lack of branding neither foreigners nor many Japanese people can read the labels on the bottles, he said.

Instead of despairing at this oversight, Nakata has been developing an application to translate the labels. It’s not just a question of legibility though. In many cases, the...

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