Year-End Greetings [As we welcome 2020]
Today is the last day of business for Yoshinogawa this year.
This year, the Yoshinogawa Sake Museum Brewery will serve as a new "place" for interaction with customers.Born,
We have launched a new brand, "Minamo," our first in 30 years.
Once again, we would like to convey our thoughts to you at the end of this year.
◆From an era of "satisfaction" to an era of "inspiration"
"A sake you'll always want to keep by your side"... This is the tagline for the premium Yoshinogawa sake.
The question at hand was how to deliver a sense of satisfaction.
What's needed in sake now is an "emotional experience." Sake that makes you think "delicious" the moment you drink it.
The joy of being able to choose what you like from a wide selection, and so on. In a shrinking market,
Attracting new fans is crucial. How will Yoshinogawa adapt to these changing times?
The phrase that emerged was, "To remain unchanged, we must change."
◆Two major "changes"
A 100-year-old storehouse covered in ivy is now a brewery.
We opened in October. By visiting the brewery, you can learn about Yoshinogawa's sake, its history, and
We want you to experience our feelings firsthand.
It is also a place that offers special services such as "drinks that can only be enjoyed here and only now."
This will be a base for sharing the unique and memorable experiences that only Yoshinogawa can offer, and for fostering relationships with our customers.
At the same time, we launched "Minamo," our first new brand in 30 years.
Based on the traditions we have cultivated so far, we want to create alcohol that will enrich your everyday life.
This is a culmination of feelings. Yoshinogawa fans are located all over Japan and the world.
We want to bring inspiration closer to everyone. That is the vision of "Minamo".
We want to create a brand that seamlessly integrates into everyday life.
◆Unchanging feelings
Yoshinogawa has been brewing sake for the evening drinks of the people of Niigata for many years.
There, you'll find an old Japanese sake culture that differs from today's market: "1.8-liter bottles, sake flasks, and warm sake."
However, if we consider the feelings behind it, rather than just its superficial appearance, we can see what we have been striving for.
It means "providing the perfect alcoholic beverage to complement our customers' meals."
We have always strived, and will continue to strive, to brew the kind of sake that people enjoy with their evening drinks in each era.
Yoshinogawa not only provides "感動" (deep emotional impact), but also transforms that "感動" into daily "満足" (satisfaction).
We want to be a sake brewery that connects people to the community.
"Freshly pressed sake is delicious, but I still think the regular Yoshinogawa is the best."
We believe that receiving such kind words is proof that we are a brewery that is close to the enriched lives of our customers.
I will continue to do my best next year as well.
Thank you very much for your patronage over the past year.
December 30, 2019
Yoshinogawa Co., Ltd.
President and Representative Director
Yuki Minemasa
