Memories of 30 Years Return

The first time I tasted LOUIS XIII was over 30 years ago. My uncle lives in Kyoto, and he only drinks cognac. He offered me LOUIS XIII as something very special.


I had just gotten married then, and to celebrate, he opened a bottle of LOUIS XIII. As he poured, he told me, 'This is one you drink neat, not on the rocks or with water.' That alone told me it was an extraordinary cognac.


Following my uncle's advice, as soon as I brought the glass to my nose, I thought, 'What is this?' I had tasted cognac before, of course, but this aroma was unlike anything I had ever encountered. It had elements of so many spirits. In a way, it even had a certain freshness, like wine.


I didn't have another opportunity to drink LOUIS XIII for many years, but when I accepted the role of ambassador for this project, smelling its aroma again after so long brought back memories from 30 years ago, transcending time.

A Dedication to "BASIC & EXCITING"

Whether it's spirits or fashion, I believe that things that endure possess an unchanging 'core.'


While I enjoy new things, I always maintain something unwavering. The fashion we handle at BEAMS consists of items that are ephemeral trends, and on the other hand, those with a craftsman's spirit and a timeless quality. The ability to dress down basic items comes from having that 'core.'

I believe BEAMS has maintained a favorable position for customers across generations for so long because we haven't prioritized business plans or profits. Instead, we've naturally proposed items at the right moments as trends emerged, from West Coast fashion to East Coast, and then internationally. We haven't overextended ourselves. I think it's because our core values have remained steady.


Therefore, I find LOUIS XIII, which has remained unwavering for over 100 years, truly magnificent.
"BASIC & EXCITING" has been BEAMS' slogan since its founding, and I feel a kinship with LOUIS XIII's underlying spirit, to which we would like to offer our own words.

Embracing the Passage of Time

I enjoy a variety of alcoholic beverages, though not in large quantities. I tend to prefer strong drinks in small amounts. I also often drink cognac. I have a bar space next to my study at home, where I enjoy a nightcap with a cigar before bed. Working in the fast-paced fashion industry, constantly placing myself amidst change, I find it essential to incorporate things like LOUIS XIII, which are created over a long, leisurely period. Furthermore, drinking it induces alpha waves, leading to a very pleasant state of mind.


LOUIS XIII is often associated with luxury, but even a single drop, when tasted, allows one to understand why this cognac is called authentic.



Yo Shiotara

President and CEO of BEAMS. Born in Tokyo in 1951. Graduated from Keio University with a degree in Economics. Joined Dentsu in 1975, where he excelled as a Promotion Director and Event Producer in the SP division, receiving awards such as the Dentsu SP Advertising Award and the Event Production Award. In 1976, while still at Dentsu, he participated in the establishment of Beams. He left Dentsu in 1983 to become Managing Director of Beams and Shinko. He has held his current position since 1988. Recipient of the New York ADC Award and the Design Excellent Company Award.