Junmai Daiginjo "Ichikichi"
Developing two brands, old and new, with traditional brewing focused on sake quality.
On one hand, a sake defined by the imposing, dignified characters "Kokken". On the other, a sake with a charming label, reminiscent of a tenugui (hand towel)—one you might not even realize is from Kokken Brewery without a closer look.
"That is the entire point," smirks brewery head Nobuhiro Hosoi. "We just wanted people to pick it up. We needed a hook, that very first step in the decision to buy. So, we started by working with a designer on the branding."
In this brand series, the sake type and the label design are intrinsically linked. For example, the limited-edition sake features the Great Purple Emperor butterfly, symbolizing its fleeting existence. The sake brewed with Fukushima's "Yumenokaori" rice features a motif of rice ears. The janome, or "snake's eye" pattern from a sake-tasting cup, was wrapped around the bottleneck purely to make it stand out.
"Just as we planned, 'jacket buying' has increased," he says, visibly pleased.
Of course, the classic, standard sake remains "Kokken". This is the ginjo-brewed line—Daiginjo, Junmai Daiginjo, and Junmai Ginjo. Brewed under Yoshihiro Sato, a man lauded as the "Number One Nanbu Toji" (master brewer), it continues to fascinate legions of fans with its unwavering, steadfast quality.
Kokken Brewery
Today, we introduce "sake brewing at Kokken Brewery," which is working to approach a new generation.
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Kokken Brewery, founded in 1877 (Meiji 10), uses the clear water of Oku-Aizu as its brewing water and produces only "tokutei meisho-shu" (premium designated sake). They are continuing their challenge to create "ideal sake," with Toji Sato bringing to life the sake quality designed by the sixth-generation brewery head, President Hosoi. President Hosoi launched a new brand, "Tefu," inspired by his experiences meeting successors from breweries all over Japan at the National Research Institute of Brewing.
🏘 Kokken Brewery 📍 4037 Ko, Kamimachi, Tajima, Minamiaizu Town, Minamiaizu-gun, Fukushima Prefecture
He says he thought deeply about "what kind of sake would be best to get young people unfamiliar with sake to come to love it." The signature brand "Kokken" is characterized by its dry and robust flavor. In contrast, "Tefu" is appealing for its clean and easy-to-drink quality. "I want people to choose sake as the drink for special occasions. I hope 'Tefu' can be the gateway for that," says President Hosoi.
Good rice, good water, good people. Fukushima sake 🍶
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