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November 7, 2024
A prophecy: Japanese sake will be further recognized globally, and demand will skyrocket. SAKE HUNDRED’s Hyakko is rewriting the world map of premium spirits.
SponsoredSAKE HUNDRED
“Hyakko.” The very name sends a thrill through connoisseurs. This masterpiece from SAKE HUNDRED transcends the boundaries of premium sake, poised to inject new energy into the global premium beverage market. To achieve this, “Hyakko” has undergone further evolution. Why does “Hyakko” captivate people? Why the decision to alter its sake profile now? We delve into its secrets.
Text by TSUCHIDA Takashi
The Magic of “Hyakko” That Captures Hearts
The current standing of “Hyakko” in the Japanese sake market is akin to Rolex in the 1960s. Rolex introduced the Cosmograph Daytona in 1963. Amidst a plethora of popular chronographs, how many people at the time could have foreseen the immense value the Daytona would later command? We invite you to substitute “Hyakko” for that name.
Born in 2018 as SAKE HUNDRED’s flagship brand, “Hyakko” initially aimed for polished perfection as a Junmai Daiginjo. Brand owner Ryuji Ikoma set the theme: “To aim for the pinnacle of Junmai Daiginjo that everyone finds delicious,” meticulously balancing the umami characteristic of sake with sweetness, acidity, and bitterness. It was a challenge to the most acrobatic proposition in sake history, expressing the full diversity of sake brewing while simultaneously delivering the contradictory experience of “simply delicious!”
The reason for entrusting the brewing of “Hyakko” to Tate no Kawa Shuzo, a long-established brewery in Sakata City, Yamagata Prefecture, is clear. Ikoma reflects, “We couldn’t align with a brewery that didn’t share our ambition to create a premium sake market.” Tate no Kawa Shuzo had already produced “Komei,” a sake priced at 100,000 yen, clearly indicating their aspiration to pioneer the premium sake market. Furthermore, Tate no Kawa Shuzo’s specialization in Junmai Daiginjo and the brewery’s forward-looking perspective resonated with SAKE HUNDRED’s vision.
Ryuji Ikoma. CEO and Representative Director of Clear Inc. Born in Tokyo in 1986. After working at IT companies, he founded Clear Inc. in 2013. In 2014, he launched the sake media platform “SAKETIMES,” and in July 2018, founded the sake brand “SAKE HUNDRED.” To date, he has raised 1.83 billion yen from venture capital and other sources. He continues to contribute to the development of Japanese sake through business growth. He served as a committee member for the Ministry of National Tax Agency’s “Study Group on Brand Strategy for Japanese Alcoholic Beverages” (2019-2023). In 2024, his achievements were recognized with the Brewing Culture Award from the Young Brewing Association of the Brewing Society of Japan.
It is widely known that “Hyakko” consistently wins awards year after year at prestigious international sake competitions such as “Kura Master” (France) and the “International Wine Challenge” (UK). Its popularity is such that it sells out completely through lottery sales (※). This very “Hyakko” is now at a significant turning point. SAKE HUNDRED has decided to revise the sake profile, aiming for even greater heights. Behind this decision lies Ikoma’s strategic judgment, looking towards the global market.
※In 2024, lottery sales were held three times—winter, spring, and summer (members only in autumn)—with 70,000 applicants for a total of 10,000 bottles (production for FY2024: from winter 2023 to summer 2024), selling out by July.
※In 2024, lottery sales were held three times—winter, spring, and summer (members only in autumn)—with 70,000 applicants for a total of 10,000 bottles (production for FY2024: from winter 2023 to summer 2024), selling out by July.
The core of the changes are the following three points:
1. Change in raw rice: From organic “Dewasansan” to specially cultivated “Yuki-onna”
2. Flavor adjustment: Aiming for a more slender profile by reducing sweetness
3. Increase in production volume: To deliver “Hyakko” to more people
1. Change in raw rice: From organic “Dewasansan” to specially cultivated “Yuki-onna”
2. Flavor adjustment: Aiming for a more slender profile by reducing sweetness
3. Increase in production volume: To deliver “Hyakko” to more people
“Yuki-onna” is a sake rice variety recently developed in Yamagata Prefecture. As it was developed for Daiginjo sake, it is a highly suitable ingredient for “Hyakko,” which requires precise fermentation control.
Regarding the reason for the slender profile, Ikoma states, “The image of Japanese sake that everyone finds delicious has changed slightly.” By slightly suppressing the curve of sweetness that expands in the latter half, a more refined taste is achieved. This reflects an aesthetic appreciation for the ephemeral quality, akin to a Blanc de Blancs Champagne. Simultaneously, it was considered that this would appeal to wine lovers as Japanese sake seeks to penetrate the white wine market.
Furthermore, with this revision, the projected volume of raw rice procurement has increased further. “Hyakko” will now reach more people than ever before. Ikoma espouses a grand vision: “To expand the overall market size of the Japanese sake industry by fostering the premium sake market itself.” This is not merely a strategy for SAKE HUNDRED’s business expansion; he is convinced that the global success of “Hyakko” will inevitably lead to the development of the entire Japanese sake industry.
The name “Hyakko” carries the sentiment, “May it shine for 100 years to come.”
The Innovativeness of SAKE HUNDRED's Brand Strategy
SAKE HUNDRED distinguishes itself from traditional sake breweries. They are not only committed to the product itself but also emphasize communication with their customers.
Particularly noteworthy is their commitment to “taking responsibility for the experience.” They strive not merely to provide a product but to offer customers the best ways to drink and enjoy it. This elevates “Hyakko” from a mere alcoholic beverage to a medium that orchestrates special moments.
This is reminiscent of the Rolex Daytona mentioned earlier. The joy of wearing a watch that one has longed for and yearned to obtain. The emotion is a profound, multi-layered experience that cannot be expressed in a single word. SAKE HUNDRED is uniquely practicing total service in the sake industry to produce such experiences. The engagement doesn’t end with the sale; the communication that follows holds the true meaning.
To focus on such value creation, they intentionally do not own their brewery. While collaborating with trusted existing breweries for sake production, they concentrate on activities that only they can undertake. The world they are carving out will likely be best understood through direct experience of their services.
This vibrant, clear hue, and the fragrance that rises as it is poured—this is “Hyakko.” It fills the heart and brings exhilaration even before the first sip.
Defining “Delicious Japanese Sake” in Detail
“Hyakko” has redefined “delicious.” Furthermore, the new “Hyakko” offers an even more refined taste. It begins with an elegant aroma that maintains a pleasant distance, followed by a refreshing clarity, like pure spring water, spreading through the palate. Then, the subdued sweetness and umami melt together, and finally, a citrus-like acidity provides a clean finish.
This exquisite balance is the true essence of the new “Hyakko.”
However, “deliciousness” is not solely defined by taste. Ikoma states, “Human senses are far more delicate; all perceptions contribute to the experience of a single sip.” In other words, the drinking location, the company, the purpose of drinking, and even the brand image—all information signals “delicious” to the brain.
“Hyakko” aims to be a companion to the drinker’s life, approaching that ideal state. It transcends its role as a mere sake for enjoyment, acting as a mood-setter that vividly enhances special moments. That is why “Hyakko” is “delicious.” Its very purpose is to evoke emotion.
Ikoma asserts, “The reason ‘Hyakko’ will continue to be supported in ten years is its relentless pursuit of added value.” SAKE HUNDRED’s challenge will drive the development of the entire sake industry and, by extension, influence the global penetration of Japanese culture.
The revision of “Hyakko”’s sake profile is another step towards that grand vision. SAKE HUNDRED intends to accelerate its expansion into the global market with the new “Hyakko.” While already available in eight regions worldwide, it is expected to achieve significant breakthroughs globally within the next decade. At that time, “Hyakko” will be the pioneer of premium Japanese sake, envied by gourmets worldwide.
Therefore, we strongly recommend acquiring this sake now, while it is still available at its standard price.
Lottery applications for the revised “Hyakko,” with its changed raw rice, begin November 6th.
SAKE HUNDRED has revamped the sake profile of its flagship brand, “Hyakko,” and will begin accepting applications for lottery sales from November 6, 2024 (Wednesday). This marks the first review of the raw rice since its launch in 2018.
The new “Hyakko” utilizes “Yuki-onna,” a sake rice developed by Yamagata Prefecture for Daiginjo sake. With its stable shinpaku (starchy core) and suitability for high polishing, “Yuki-onna” enables more precise fermentation control. This results in a crystal-clear taste free of any impurities, an elegant aroma reminiscent of lily blossoms, and a beautifully lingering finish, inheriting the characteristics of the original “Hyakko” while achieving even greater refinement and transparency. By exquisitely suppressing the volume of sweetness, the flavor is designed to be more widely accepted globally.
The first lot for this release uses new rice harvested in autumn 2024 and began brewing in October, with shipping scheduled for within 2024. The price is 38,500 yen (tax included, shipping not included).
Product Name | Hyakko BYAKKO
Brewed by | Tate no Kawa Shuzo (Yamagata Prefecture)
Volume | 720ml
Price | 38,500 yen (tax included, shipping not included)
Product Details |https://jp.sake100.com/products/byakko
General Lottery Application Period | November 6, 2024 - December 16, 2024
Brewed by | Tate no Kawa Shuzo (Yamagata Prefecture)
Volume | 720ml
Price | 38,500 yen (tax included, shipping not included)
Product Details |https://jp.sake100.com/products/byakko
General Lottery Application Period | November 6, 2024 - December 16, 2024
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