[Buyer’s Exploration] Experiencing Dassai True Commitment to Globalization at a New York Brewery

Elegance Reminiscent of White Wine—Dassai offers a wide range of varieties, but what are the unique characteristics of DASSAI BLUE?

Hasegawa: The most distinctive feature of DASSAI BLUE is that it is brewed using American sake rice and water. In terms of flavor, it highlights the signature sweetness of a Junmai Daiginjo, with fruity notes reminiscent of melon and banana. Dassai is already well known in Japan for its aromatic profile, but DASSAI BLUE takes it even further. This seems to be influenced by the water quality of the Hudson River, which may have enhanced yeast activity during fermentation.

—Does the taste, aroma, and overall character of DASSAI BLUE differ from the Dassai brewed in Japan?

Hasegawa:

Personally, I feel that DASSAI BLUE, brewed in the U.S., has an even more pronounced fruity character compared to the Dassai made in Japan. This is a term used in the industry, but the local staff often describe the Hudson River’s water as making the rice “melt,” which seems to contribute to the stronger sweet aroma. Hiroshi Sakurai, Chairman of Asahi Shuzo, who frequently visits the U.S. to ensure quality, shares the same opinion.

One key difference from the Japanese Dassai is the alcohol content—DASSAI BLUE has an ABV of 14%, which is about 2% lower than its Japanese counterpart.

―Is there a specific reason why the alcohol content of DASSAI BLUE is lower?

Hasegawa:It seems that an alcohol content of 16–17% can feel a bit strong for some overseas consumers. Additionally, since Asahi Shuzo aims to make Dassai a globally recognized standard, they intentionally set the alcohol level closer to that of wine, which is widely enjoyed around the world. That said, the 2% reduction doesn’t make it feel lacking at all—in fact, I found it to be a perfectly balanced adjustment.

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DASSAI BLUE is a brand sold in the United States, but what made you decide to reimport it and introduce it at Isetan Shinjuku?

Hasegawa: We think that it is "new encounter" and "unexpected encounter" to be expected as Isetan Shinjuku. If DASSAI BLUE is only sold at liquor stores , it may be difficult for it to reach customers beyond those who are already sake enthusiasts. However, by highlighting it in a department store, which attracts a diverse range of customers with different purposes and from various generations, we believe it will create opportunities to connect with people who may not have had much interest in sake before.

—As DASSAI BLUE is developed on the stage of main building 1F which is main promotion of Isetan Shinjuku, it should surely meet eyes of many people.

Hasegawa: Many people may not have chosen sake before because they don’t associate it with casual drinking. However, everyone involved in the sake industry, including myself, strongly wishes for people to experience sake at least once. Isetan Shinjuku, which attracts customers from all over Japan and abroad, provides the perfect opportunity to introduce the deliciousness of sake to as many people as possible.

—It could also serve as an opportunity for people to learn about Asahi Shuzo, a sake brewery that is competing on the global stage.

That is also one of the key reasons for showcasing Dassai in a big way at Isetan Shinjuku. Asahi Shuzo is the only Japanese sake brewery that has built a brewery in the U.S., hires local staff, and uses American-grown sake rice—fully embracing a truly local approach. We want people to know that there are Japanese sakes highly regarded for their quality and gaining a strong presence overseas. Chairman Sakurai has also mentioned that Asahi Shuzo's success in expanding internationally is thanks to the support of sake lovers in Japan. As a gesture of gratitude, he hopes that Japanese customers will have the opportunity to experience "DASSAI BLUE." This sentiment led to the collaboration between Isetan Shinjuku and Asahi Shuzo.

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What was the reason for visiting Asahi Shuzo's New York brewery after deciding to sell DASSAI BLUE at Isetan Shinjuku?

Hasegawa:

There are two reasons for visiting. The first was to experience firsthand Asahi Shuzo's commitment and passion for creating world-class sake. I didn’t visit as just a guest, but rather, I joined with sake production and engaged with the local staff, fully immersing myself in Asahi Shuzo’s world. The second reason was research. I wanted to hear the honest opinions of retailers and restaurant owners who carry "DASSAI BLUE," so I traveled to New York to gather their insights.

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Did you feel Asahi Shuzo's dedication from their New York brewery?

Hasegawa: Absolutely. The facilities were impressive, but what truly stood out was how dedicated the American staff were, fitting the environment perfectly. Their eagerness to learn was remarkable. The work style was also very Japanese—while in other countries, there's often a strict division of labor, the staff at the New York brewery had great teamwork. I believe cooperation and mutual support are essential to sake production. It felt like only those who were truly passionate about creating exceptional Japanese sake in America were gathered there.

—You mentioned that you deepened your interactions with the staff. Is there anything that left a strong impression on you?

Hasegawa: At the sake brewery in New York, they offer guided tours. In the early days, Japanese staff members acted as guides, but when I visited, the local staff took us around the facility and gave detailed explanations about the sake-making process. They were so knowledgeable about Japanese sake that they had the confidence of Chairman Sakurai, who said, 'You can leave it to them without any worries.

—How was "DASSAI BLUE" evaluated in the United States?

—How was "DASSAI BLUE" evaluated in the United States?

Hasegawa: There were many positive opinions not only about the taste and quality but also about the efforts to introduce Japanese sake culture. As for the taste, it was particularly praised for maintaining the quality of Dassai from Japan while improving aspects such as alcohol content and aroma.

—What specifically were the evaluations regarding the quality?

Hasegawa: While it may be taken for granted in Japan, it's impressive that the taste enjoyed at the brewery is the same as the one sold in places like the U.S. In America, many breweries seem to consider their job done once the product is shipped, but the efforts to maintain freshness and ensure quality through careful distribution and storage methods were highly praised.

—About activity that we are going to introduce sake culture.

Hasegawa: The locals all said in unison, 'Japanese sake has become more accessible.' Just having a brewery in New York that is seriously making sake seems to be making a significant contribution to spreading sake culture.

—As a sake buyer, what would you say is the appeal of Asahi Shuzo?

Hasegawa: I have the impression that Asahi Shuzo is not constrained by industry conventions and always approaches sake-making from the perspective of the consumer. From the management to the employees, they share the direction of 'creating exciting Japanese sake,' and they are proactive about new challenges. When it comes to high-quality, expensive sake that focuses on perfection, I think Dassai is a pioneering brand.

—At Isetan Shinjuku, Dassai will be featured prominently in JAPAN SENSES. Could you tell me more about the promotion?.

Hasegawa: The main focus of the promotion will be on The Stage on the first floor of the main building. Here, in addition to the Isetan Shinjuku exclusive 'DASSAI BLUE Beyond the First Step,' we will be selling other limited-edition items such as 'DASSAI MOON – Space Brewing,' 'DASSAI Beyond the Beyond 2024 Magnum Bottle,' and the 'DASSAI Joe Hisaishi Label, Polished 23%, and DASSAI BLUE Joe Hisaishi Label TYPE23 2-bottle set.' These are all rare, limited-edition Dassai products..

Our recommendation is the "DASSAI BLUE Beyond the First Step", exclusively available at Isetan Shinjuku. This special sake features two key highlights.

First, it is crafted with the highest level of rice polishing at Dassai New York Brewery, achieving an exceptional 19% polishing ratio. Second, to allow Japanese customers to experience its freshly pressed flavor, we deliver it in a custom SUS gallery titanium bottle, kept frozen to preserve its peak quality.

"DASSAI BLUE" was once imported back to Japan in March 2024 as a one-time event, with approximately 26,000 bottles selling out instantly at liquor stores across the country. This time, we are bringing it in exclusively for Isetan Shinjuku, making it a truly rare opportunity to savor this exceptional sake.

A limited-edition sake exclusive to Isetan Shinjuku, brewed at Dassai New York brewery, which began full-scale operations approximately a year and a half ago.

Made with carefully cultivated Yamada Nishiki sake rice grown by American rice farmers, this sake is the result of a collaborative effort between local American brewers and Japanese brewing specialists dispatched from Asahi Shuzo. It represents the pinnacle of Asahi Shuzo’s challenge overseas, embodying the craftsmanship and dedication of both teams.

Compared to Japanese Dassai, this sake has a more intense and vibrant aroma, characterized by pleasant notes of melon and banana.

To commemorate this event, the polishing ratio has been set to 19%, inspired by the founding year of Isetan in Meiji 19 (1886). This marks the finest polishing achieved for American-grown Yamada Nishiki, surpassing the previous 23% threshold.

The sake is stored frozen in a custom blue SUS titanium bottle designed exclusively for Dassai, ensuring that customers can enjoy its freshly pressed flavor in peak condition.

For the future of human life on the Moon.

The world's first and only Dassai brewed in space is now available for pre-order.

This groundbreaking sake embodies Asahi Shuzo’s spirit of challenge, with part of its brewing process conducted in space—an unprecedented achievement in history.

As a step toward brewing Dassai on the Moon, a space fermentation experiment has been approved by the Japan Aerospace Exploration Agency (JAXA) in July 2024. This experiment will take place aboard the "Kibo" Japanese Experiment Module on the International Space Station (ISS), utilizing its paid usage program.

We simulate lunar gravity environment that is 1/6 of the earth with experimental device of "hope", and we launch materials (rice (Yamada Nishiki), rice malt, yeast and Wed.) of liquor, and selling by subscription does the space brewing of liquor in outer space. We develop brewing device by the end of 2025 and aim at display of timing that Japanese astronaut stays in ISS.

The first step that aimed at coming to attach color to the surface of the moon life that to brew Dassai using Wed. which was expected that there would be on the moon as ice in the future on the surface of the moon, and the human emigrated in month and spent. "DASSAI MOON – They sell one cup for 110 million yen, and, about selling by subscription of space brewing, the sales donate the total amount to future space development business.

Since 2019, Asahi Shuzo has been hosting a Yamada Nishiki contest, selecting the finest sake rice in Japan. Each year, the Grand Prix-winning rice, recognized as the best in the country, is used to brew a limited-edition sake: "DASSAI Beyond the Beyond."

In 2020, this exceptional sake made history as the first Japanese sake ever to be sold at a Sotheby’s auction.

Asahi Shuzo's Chairman, Sakurai, also serves as the President of the Japan Century Symphony Orchestra, whose Music Director will be Joe Hisaishi, beginning in April 2025. To commemorate this, a special limited-edition label has been created, featuring an illustration by Kenshi Hirokane, the renowned manga artist behind Shima Kosaku.

This exclusive set allows for a side-by-side tasting of sake brewed in both Japan and the U.S., using the same polishing ratio. The Joe Hisaishi Label Set is exclusively available at Mitsukoshi Isetan in Japan.

The U.S.-brewed "DASSAI BLUE" has a 2% lower alcohol content than its Japanese counterpart, offering a more delicate aroma and refined sweetness.

Half of the proceeds from this limited-edition set will be donated to support young musicians studying abroad, contributing to the future of music.

Mitsukoshi Isetan Online Store Sales Period:

February 19 (Wed) 10:00 AM – March 2 (Sun) 10:00 AM

Other Sales Locations

Hasegawa: In addition to The Stage, we will offer "DASSAI BLUE type 35," which is sold in the U.S., for a limited time at select locations:

· Eat Paradise (7th floor restaurant area) and cafes on each floor will feature it on their menus.

· Japanese sake section (B1 floor) will have a dedicated promotion space with an expanded lineup.

· Isetan Seed (1st floor) will also carry Dassai products.

— By visiting all the designated locations, you can experience the full lineup of Dassai.

During the promotion period, it’s not just the store interior—the entire Isetan Shinjuku building will be taken over by Dassai.

From hanging banners and showcase displays to digital signage in the underground passageways, everything will be dedicated to showcasing Dassai.

It will be a truly spectacular sight, so we’ll leave the rest as a surprise for you to enjoy in person!

— Even those who are familiar with Dassai will find surprises, and for those who don’t know much about it, it will undoubtedly be a discovery.

Hasegawa:

For those who enjoy white wine, DASSAI BLUE will likely suit their taste, making it a great option even for those who don’t typically drink sake.

Dassai fans will have the chance to discover a rare and exclusive label, while international customers can experience the refined flavors of Japanese sake.

Many Isetan Shinjuku customers value the passion of brands and producers, the stories behind products, and the craftsmanship involved. I believe they will deeply resonate with DASSAI challenge and dedication.

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