EMW and Yonetsuru, Historic Yamagata Sake Brewer, Sign Exclusive Import and Distribution Agreement for Mainland China.
2020/08/17, Shanghai - EMW Fine Wines (Shanghai) Limited (EMW) and Yonetsuru Shuzo Co., Ltd. (Yonetsuru), the 300 year old Yamagata Prefecture Sake brewer signed an exclusive agreement for import and distribution in Mainland China.
“YONETSURU ‘Grateful Crane’ is a sake brewery with a history of brewing sake for more than 300 years in the mountainous areas of southern Yamagata Prefecture. We have been practicing sake brewing from sake rice cultivation in cooperation with local farmers since 1983, but this concept, which is a common place in the wine business, is actually new in the sake business, and YONETSURU is a pioneer”, said 12th generation President, Umetsu Yoichiro. “By collaborating with EMW, who has a proven track record in the wine business in China, it is a great pleasure to be able to convey the deliciousness of YONETSURU, which has won more than 150 awards both in Japan and abroad, not only to sake fans but also to wine fans who have not had the opportunity to experience real sake.”
Yamagata Prefecture has caught the attention of the world for being the prefecture that has won the most IWC awards for their outstanding quality Sake. And among all the breweries in this area, Yonetsuru stands out as a leader. “Yonetsuru caught my attention because of the sake’s perfect balance of flavor, approachable style, and classic, beautiful labels,” said, Knight Hu, Sake Brand Manager of EMW. “The brewery has hundreds of years of history and is a family business passed on from generation to generation. They produce modern, elegant, beautiful Sake that shows innovation and a strong understanding of what Sake consumers love.”
About Yonetsuru
“Yone” means rice and “Tsuru” is a Japanese crane. The Tsuru is seen as the ‘bringer of wisdom, hope, a long life, and happiness.’ With a history of more than 300 years Yonetsuru was built in the beautiful and rich mountainside village of Takahata in the prefecture of Yamagata. It began at the end of the Edo Era with the Yonezawa family’s royal sake making appointment and continues today with the tradition and wisdom passed down through generations. The name “Yonetsuru” is derived from the local story “The Crane’s Promise.” The Word “Yone” is made up of the number 88 and “Tsuru” also represents “88 White Crane”, both has auspicious meaning.
When it comes to the product, Yonetsuru works with local farmers, strictly controls the rice production and all manner of sake brewing, always following strict Yamagata Prefecture Geographical Certification Standards ----- the sake rice, water, and yeast are all from Yamagata Prefecture. Not only that, but Yonetsuru is also committed to the development of some rare and once-lost specialty raw materials. Such as Yonetsuru “Turtle Tail” Junmaiginjo is made with the historic Kamenoo (“Turtle Tail”) rice. This rice has been used since the Meiji period (1868-1912) when it was highly praised by the Sake producers of the time and represented half of the rice used in Sake production. The Kamenoo Turtle Tail rice is also the ancestor of many high quality Japanese table rice such as Koshihikari and Akitakomachi rice. It can be said that Japan’s favorite rice flavors are derived from the Turtle Tail rice.
Sake Portfolio
YT01 – YONETSURU
“Turtle Tail” Junmaidaiginjo
YT02 – YONETSURU
“Happy Land” Junmaiginjo
YT03 – YONETSURU
“Happy Land” Junmai
YT04 – YONETSURU
“Andante” Junmai
YT05 – YONETSURU
“Cantabile” Junmai
EMW Fine Wines
EMW is a leading importer, distributor and brand builder in the Greater China market, working closely with more than 90 leading family-owned estates from 16 countries around the world. EMW has an unequaled distribution network to top restaurants, hotels, wine shops, online VIP customers and an exclusive network of distribution covering over 160 cities in China. EMW has been awarded “Best Wine Importer” for nine consecutive years since 2011 by China Sommeliers Wine Challenge/Wine 100 Challenge.
CONTACT EMW:
Knight Hu, Sake Brand Manager Knight.Hu@emw-wines.com
Shanghai Office Address: Suite 202, No.664 Xinhua Road, Shanghai, China, Shanghai
EMW and Gekkeikan Sign Exclusive Import and Distribution Agreement for Innovative “Chatty Whale” Sake Label in Mainland China
2020-08-14 - EMW Fine Wines (Shanghai) Limited (EMW) and Gekkeikan Sake Co., Ltd. (Gekkeikan) signed an exclusive import and distribution agreement for the territory of Mainland China for Gekkeikan’s innovative “Chatty Whale” Sake Series.
For almost 400 years, Gekkeikan has been improving and innovating. The cooperation with EMW brings to China Gekkeikan's most innovative Sake, the Chatty Whale Sake series. Chatty Whale has two very unique features. First is a social innovation. The design and concept of Chatty Whale is about lifestyle and friendships. The development was a collaboration with social media personality, Yokomine Sayaka, and the label, the story, the taste of the Sake, were all created to make Sake friendly and easy to enjoy. Second, is a technological innovation in the Sake production. The Chatty Whale Fresh Fruity Sake is non-pasteurized allowing fantastic aromatic expression. It uses a special filtration technique that gently stabilizes the Sake making it not subject to spoiling as other non-pasteurized Sakes may be. We hope that everyone will enjoy this special Sake brand which captures both Gekkeikan’s craftsmanship from centuries of experience and their modern innovation bringing both together and giving an even deeper understanding of the beauty of Gekkeikan Sake.
Gekkeikan is one of the leading sake producers and exporters in the world and is an iconic brewery in the history of Sake from Kyoto. The brewery has been family owned and operated for over 380 years. The current President of Gekkeikan, Haruhiko Okura, is the 14th generation head of the company.
“It was a great honor to know and cooperate with EMW, thank you to Cool Japan and to everybody who worked hard to bring about this agreement. Gekkeikan has had a branch office in China since 2011 and we have been continuously promoting and popularizing Japanese Sake in China. Even though the market has been good, and the sales achievements have been growing, it is still, like a high mountain, hard to conquer in the huge Chinese market. We are very much looking forward to this cooperation with EMW and we would like to expand into new customers that Japanese sake has not been with the help of EMW’s strong connection to luxury hotels and restaurants. For a long time, sake has been consumed mostly in Japanese restaurants. But in the future, it will emerge in all kinds of consumption scenarios. We strongly believe that the cooperation with EMW will make the sake market go up a level in China. It has been over 380 years since Gekkeikan first became famous in the Fushimi area near Kyoto by using natural spring water from the great underground spring – Fukusui – to make a “feminine” style sake which is soft and delicate. The sake of Gekkeikan is rooted in Kyoto, pairing well with all kinds of seasonable ingredients commonly used in Kyoto style Kaiseki cuisine. In addition, the original brewery area is now open to the public as “Gekkeikan Okura Memorial Hall”. It has become the place for people to experience the history and culture of Japanese sake and is very popular among people from all over the world. We are looking forward to welcoming more friends to visit Fushimi, Kyoto; welcoming them to the place that represents the origin of famous Japanese sake.”
About Gekkeikan
Gekkeikan as a traditional sake brand has been in the China market for almost ten years and has become well known for its high quality range of Sakes. Over its history, the company has made great contributions to the development of sake such as providing Sake Association Sake Yeast No.2 to the association, promoting glass containers as the circulation vessel for sake, and in more recent years, improving the quality of preservation through their research and development on non-heating sterilization technology. They also have been promoting sake culture in Japan and abroad. Bringing sake to many countries around the world and helping to introduce sake into local dining habits.
Sake Portfolio
GEKKEIKAN
“Chatty Whale Fresh Fruity”
GEKKEIKAN
“Chatty Whale Mellow Rich” Junmai
EMW Fine Wines
EMW is a leading importer, distributor and brand builder in Greater China market, working closely with more than 90 leading family-owned estates from 16 countries around the world. EMW has an unequalled distribution network to top restaurants, hotels, wine shops, online VIP customers and an exclusive network of distribution covering over 160 cities in China. EMW has been awarded “Best Wine Importer” for nine consecutive years since 2011 by China Sommeliers Wine Challenge/Wine 100 Challenge.
CONTACT EMW:
Knight Hu, Sake Brand Manager Knight.Hu@emw-wines.com
Shanghai Office Address: Suite 202, No.664 Xinhua Road, Shanghai, China, Shanghai
EMW Appointed Exclusive Importer and Distributor for Award Winning Rikyubai Sake for the Territory of Mainland China
2020-08-11, Shanghai - EMW (Shanghai) Trading Company Limited (EMW) and the famous Osaka based brewery, Daimon Sake Brewery (Daimon), have entered into an exclusive distribution agreement in Mainland China for their award winning Rikyubai Sake series.
“We would like to express our sincere gratitude to be working with East Meets West Fine Wines (EMW)”, said Yasutaka Daimon, head of the historic Osaka brewery. “China is filled with many traditions and has a rich history. It is important and invaluable to have the guidance of EMW, a pioneer and dominant player in the wine market, to navigate this huge market. Daimon Sake Brewery was founded in 1826 (9th year of Bunsei) in Mukune Village, at the foot of the beautiful mountain range of Ikoma. Located in Katano, Kitakawachi, our Brewery sits in the northeastern part of Osaka Prefecture, in the middle of the historical plains between Osaka, Nara and Kyoto. For nearly 200 years, we have continued to brew sake based on the culture of Katano, using traditional sake-making techniques. Our water, coming directly from the mountains behind us, is moderately soft water. The fermentation of moromi (the main mash) grows gently, and the soft umami taste of rice will remain until the end of the fermentation. We hope that the Chinese customers can enjoy the umami taste deeply rooted in our Kamigata food culture.” He goes on to say, “When our international customers do visit Osaka in the future, we hope they can visit Daimon Sake Brewery and spend the time to enjoy and experience our traditional style of sake brewing. We look forward to welcoming everyone here.”
EMW is very excited to be partnered with Daimon and to represent their award winning Rikyubai series in Mainland China. Rikyubai is a symbol of Tea Ceremony and Kaiseki course, and is an important sake to pair with the cuisine to bring out the deep flavors of fresh seasonal foods. It also brings a special experience on the nose with its elegant and complex aromas. “I believe the taste, value, and packaging of this Sake will really impress our clients in mainland China,” said Knight Hu, Sake Brand Manager of EMW. Hu continues by saying, “We are introducing Rikyubai from Daimon Sake Brewery to China, not only to let our Chinese customers have a taste of the excellent product from Daimon Sake Brewery, but also hoping they can taste the classic style of the sake.” Rikyubai is the classic series of Daimon Sake Brewery and it is based on the historical culture of Osaka.
In the spring of 2020, at the Hong Kong TTSA Sake Competition, RIKYUBAI “Shizuka” Junmaiginjo, won the highest honor in the competition, being awarded the “Overall 2020 Champion Sake” and the “2020 Best of Category” for the important “Junmaiginjo” category. This annual competition evaluates hundreds of sakes by both a panel of Sake experts and a panel of Sake consumers. In earning the top award of Overall Champion the RIKYUBAI “Shizuka” Junmaiginjo was ranked “Top Junmaiginjo” by both the expert panel and the consumer panel.
Rikyubai is a type of decoration flower used in Tea Ceremony, and it became famous because the Tea Ceremony Master Senrikyu likes to use it in Tea Ceremony presentation. Therefore when people mentioned Rikyubai in Japan it makes people relate to the elegant Tea Ceremony and delicate Kaiseki cuisine. And Rikyubai is like its name, elegant and delicate, passed on from generation to generation.
About Daimon Sake Brewery
The history of Daimon Sake Brewery goes back to 1826, the name of the founder is Hanzaemon Yoshiyuki. He used the clear spring water coming from the mountain and the premium rice grown from the flatland to produce sake and sold his Sake locally which helped him to build up a high reputation over time. Thus, the young Hanzaemon Yoshiyuki named the brewery “Shu Han” and with full confidence, he started his career in sake. The name was subsequently changed to Daimon Brewery.
“Shu Han” is made up of two parts, one is the word “Shu” which means sake and “Han” is the first character in Hanzaemon and also means selling. At the same time, the pronunciation of “Shu Han” is similar to Sake Shop, which means there is sake for sale. The brewery uses the same water as Yamazaki Whisky from Ikoma Mountain, close to Hyogo Prefecture. Today the running of the brewery has been passed on to its sixth generation. In the past 200 years, despite the impact of the changes of different times, the family devotes themselves to sake producing. They want to make the drinker feel their passion and the rich culture in their sake.
Sake Portfolio
RIKYUBAI
“Shizuka ”Junmaiginjo
RIKYUBAI
“Seizanryokusui ” Tokubetsujunmai
EMW Fine Wines
EMW is a leading importer, distributor and brand builder in the Greater China market, working closely with more than 90 leading family-owned and premium estates from 16 countries around the world. EMW has an unequaled distribution network to top restaurants, hotels, wine shops, online VIP customers and an exclusive network of distribution covering over 160 cities in China. EMW has been awarded “Best Wine Importer” for nine consecutive years since 2011 by China Sommeliers Wine Challenge/Wine 100 Challenge.
CONTACT EMW:
Knight Hu, Sake Brand Manager Knight.Hu@emw-wines.com
Shanghai Office Address: Suite 202, No.664 Xinhua Road, Shanghai, China, Shanghai
Legendary Sake Producer Sakura Masamune Signs Distribution Agreement for Greater China with EMW
EMW (Shanghai) Trading Company Limited (EMW) is delighted to start its partnership with Sakura Masamune Co., Ltd. (Sakura Masamune) becoming the importer and distributor for Mainland China, Hong Kong and Macau.
EMW has an import and distribution agreement and will begin distributing and selling Sakura Masamune across Greater China. Sakura Masamune is a historic family owned brewery known as the original “Masamune” Sake and as the origin of the Sake Brewing Association’s Yeast No. 1. Sakura Masamune produces its Sake using traditional production methods and techniques that have been cultivated since the Edo Period. “We are very excited to begin cooperation with this legendary family brewery”, said Edouard Duval, CEO of EMW. “I first met Mr. Yamamura Tazaemon at his brewery in Japan in 2019 and immediately understood the synergy and shared vision between us. EMW is built on partnerships with great family owned wine estates and it was clear that we would be fortunate to represent this multi-generational historic sake brewery.”
“We feel much honored to cooperate with EMW, the amazing company which has established strong distribution network and business know how in Greater China, the country with undeveloped wine market at that time. We are really looking forward to the challenge of introducing sake, one of the Japanese traditional cultures, with EMW. Sakura Masamune Co., Ltd. is a long-established sake brewery, has continued brewing top quality sake for almost 400 years in Nada district, Hyogo, the largest producing area of sake in Japan since its first brewing sake in 1625,” said Mr. Yamamura Tazaemon. “We brew sake every day, with the rich natural environment and the inherited traditional skills. We would like to work together with EMW to develop the recognition and brand of sake to people all over the Greater China reflecting the network, knowledges and experiences in wine industry that EMW has.”
About Sakura Masamune
Sakura Masamune has over 400 years of history as a specialty sake in Kobe and Uosaki Village in Nada Region. Every bottle is hand-crafted with great care. The core value of the sake is quality, with emphasis on rice, water, technique, culture and constantly thriving to brew popular sake.
The word “Masamune” comes from the “Rinzaiseisho” in Buddhism. In ancient times formal Japanese pronunciation of Masamune was very close to the word sake and the brewery used Masamune as its name when it started production. The more famous the brewery became, the more imitators started to use “Masamune” as a symbol of high quality sake. In 1884, new trademark regulations were established and although “Masamune” was trademarked, as a result of the popular use of “Masamune” to refer to quality sake, the government decided to regard “Masamune” as a normal noun. Therefore, the brewery found it necessary to add the word “Sakura”, which is the national flower of Japan, and renamed itself “Sakura Masamune”. And that is the story of the origin of the brand.
Sakura Masamune has had many firsts in sake history and has made great contributions to the development of sake brewing. Important advances in quality began with the sixth-generation head of the Yamamura family who found a special underground spring – Miyamizu – in Hyogo Prefecture, Nishimiya City. He discovered the profound impact this type of water had on the quality of the sake, and along with progress in rice polishing, led to a great improvement in quality. Subsequently Sakura Masamune became famous all over Japan as a producer of very high quality sake.
In 1904, as a brewery with outstanding reputation, Sakura Masamune contributed their yeast to the Sake Brewing Association and it came the first edition yeast (Brewing Association Yeast No. 1) and was distributed to sake breweries all over Japan. This helped to improve the brewing quality of sake nationwide.
Sake Portfolio
Sakura Masamune Kinmare Junmaidaiginjo 40
Masamune Ginjo Genshu
Sakura Junmai
Yakimare Kiippon
Shumare Honjozo
EMW Fine Wines
EMW is a leading importer, distributor and brand builder in Greater China market, working closely with more than 90 leading family-owned estates from 16 countries around the world. EMW has an unequalled distribution network to top restaurants, hotels, wine shops, online VIP customers and an exclusive network of distribution covering over 160 cities in China. EMW has been awarded “Best Wine Importer” for nine consecutive years since 2011 by China Sommeliers Wine Challenge/Wine 100 Challenge.
CONTACT EMW:
Knight Hu, Sake Brand Manager Knight.Hu@emw-wines.com
Shanghai Office Address: Suite 202, No.664 Xinhua Road, Shanghai, China, Shanghai
EMW | East Meets West Fine Wines Expands business to include import and distribution of Japanese Sake to Greater China Market
Beginning September 2020 EMW Fine Wines (EMW) will add a full range of premium crafted Sake to its portfolio of estate wines and artisan spirits. After a year of extensive research and many discussions with top producers across Japan, EMW will utilize its extensive distribution network to distribute premium sake across Greater China.
EMW signs Agreement With Legendary Sake Producer Sakura Masamune
EMW | Full range of Sake Available in China Now
EMW is well known as one of Greater China’s leading premium wine importers and is the winner of the prestigious WINE100 “Best Importer 200-1000 SKUs” award for nine consecutive years. It has more than 150 employees and offices across Greater China. EMW imports premium wines and artisan spirits from 16 countries and distributes to over 160 cities in China.
“We see Sake as a natural extension to our existing product line”, says Edouard Duval, CEO of EMW. “Over the past 16 years, EMW has built our distribution business by partnering with family owned, premium wine estates. The Sake producers we seek also share a similar profile. They are likely multi-generational family businesses who not only want to sell their Sake in China but also want to build their brand with a long-term perspective. EMW is one of a relatively unique group of importers that are committed to building long-term brand value for the producer.” He goes on to say, “EMW can leverage our extensive distribution and sales network to help craft Sake breweries and premium Sake producers to reach all parts of Greater China.”
EMW’s import and distribution business is a true multi-channel solution. Its sales teams serve thousands of trade clients that include the leading hotel chains, restaurants, premium grocery, wholesaler distributors, and high-profile E-Commerce solutions. In addition, with climate controlled warehouse and distribution networks in North China, East China, South China, West China, Hong Kong and Macau, EMW can ensure a quality and temperature controlled logistics solution in all major markets across Greater China.
EMW sees a bright future for Sake in China. Today Greater China (mainland China, Hong Kong, and Macau) is the biggest consumer market for Sake after Japan, based on the 2019 Trade Statistics of Japan Report published by Japanese Ministry of Finance. “Jisake -- this simple Japanese word shows that Japanese think highly of regional characteristics, local culture, craftsmanship and dining habits when it comes to enjoying Sake which in many ways is similar to wine.,” says Knight Hu, Sake Brand Manager, EMW. “Sake is the expression of the unique Japanese craftsman’s spirit which has been passed on from generation to generation.” As China’s market continues to develop, Chinese consumers demand high quality global products. The affinity between Japanese products and the Chinese consumer is strong. China shares a similar history of food & beverage culture that is built on rice and rice drinks. This helps them to understand and appreciate Sake.
CONTACTS EMW:
Knight Hu
Sake Brand Manager
Knight.Hu@emw-wines.com
Joy Gao
PR and Marketing Communications Executive
Shanghai Office Address:
Tel: +86 21 6282 4966
Room 202, Man Po International Business Center
No. 664 Xin Hua Rd
Changning District, Shanghai, 200052
People’s Republic of China