Nada, the hallowed sake producing district in Kobe, Hyogo Prefecture, is home to a handful of world-class breweries, Hakutsuru being perhaps the most notable. We featured this brewery in great detail in Sake Today 23. Since its founder, Jihei Kanô, got started in 1743 the brewery has built its reputation on innovation and blockbuster products. It has recently released a new product, called the Chika Sake Cup, that looks destined for major success.
The Chika Sake Cup is a single-serving (200ml) unit. This format, popularized in Japan starting around the Tokyo 1964 Olympics and adopted by many sake producers, has been slower to catch on overseas. But as we’ve reported several times over the last few years, we believe we are on the cusp of a major shift toward single-serving sake, especially in America. Perhaps this Chika Sake Cup is the brand that will enable this ‘movement’ to spill into the mainstream.
What’s to like about the single-serving, ‘cup’ packaging? It’s an easy buy-in, for one. By far the most common challenge we hear from bottle-shop and other off-premise retailers is that customers are hesitant to spend more than $30 (a typical price in the U.S.) for 750ml bottle of a product they aren’t familiar with. In other words, sampling around until you find products you like is expensive. A one-cup format for a fraction of that cost obviously lowers the economic barriers significantly and thus has become popular among a younger generation, and different demographic, of drinker–think college students, hipsters, outdoor enthusiasts. That latter example introduces another benefit of single-format sake: it’s portable. Lastly, they’re also fun. We’ve heard stories of people who will buy a basketful of different single-serving sake to bring to a party, almost like a mixed pack. In the case of the Chika Sake Cup, there’s a fun story behind it, too.
The Chika Sake Cup website tells the story of “Chika”, the illustrated character that adorns the cup and has become a kind of kanban musume (“sign girl” or “poster girl”) for the brand. The story is a relatable–and believable–one for many. Will Hakutsuru be introducing other characters? We don’t know, so for now, let’s take a look at the sake itself.
Hakutsuru is a reliable producer, for sure, having produced affordable and approachable sake for overseas markets for decades. It’s a junmai-style sake with a milling percentage of 13.5%–smooth and refreshing enough to have wide appeal, and yet sturdy enough to pair with a range of flavorful foods. The website suggest “ramen, sushi, pesto pasta, roasted chicken or even ricotta toast.” Give us some flatbread pizza with this. The sake is versatile enough to be served chilled, at room temperature, or warmed. It’s also vegan-friendly and gluten free.
We only have anecdotal reports on how its performing in the market so far. Marcus Pakiser, Vice President of the Sake Category for Young’s Market Company (a major distributor of sake in America) tells us from his primary region of operation in the Pacific Northwest that demand from retailers has been enormous. “Nobody has not wanted it,” has says.
Will the Chika Sake Cup be the brand that opens up shelf space across America for single-serving formats? We’ll see if consumers fulfill retailers’ expectation for demand. We’re cautiously optimistic. Sake consumption has been growing in America, but the market could use a game-changer. Chika, take the torch.
UPDATE FOR THOSE OF YOU IN THE PACIFIC NORTHWEST
We have a list of retailers in your region where the Chika Sake Cup is being sold or served. Note that supplies are limited and that they could be sold out; best to check before going if you are seeking it out.
Oregon
Retailers:
Uwajimaya, Beaverton
3rd Street Beverage, Bend
Newport Avenue Market, Bend
Fred Meyer – NE 82nd Ave, Portland
H-Mart – Belmont Street, Portland
Hollywood Liquor Store, Portland
The Secret Wine Society, Oakland, OR
Restaurants:
Baka Umai, Portland
Koku Ramen, Portland
Mirakutei, Portland
Yuzu, Beaverton
Roscoes / Miyamoto, Portland
The Botanist, Portland
Starting in September Hakutsuru Chika cup can be found in Albertson and Safeway stores across the state.
Washington
Retailers:
Beer Junction, Seattle
Uwajimay, Renton
Uwajimaya, Seattle
Uwajimaya, Bellevue
Common well Harbor Wine Shop, Seattle
The Thief Bottle Shop, Seattle
Total Wine, Bellevue
Town & Country Markets
Restaurants:
Umi Kitchen & Sushi Bar
Umami Kushi, Seattle
Taku, Seattle
Crabtree Kitchen & Bar
