Asahi Shuzo Rebrands as Dassai Inc. to Boost Global Sake Sales

The well-known sake manufacturer Asahi Shuzo Co., located in Iwakuni, Yamaguchi Prefecture, has announced that it will be rebranding as Dassai Inc. starting in June. This change is part of a strategy to capitalize on the high recognition of its popular Dassai brand and to further boost its expansion into overseas markets.

Founded in 1770, the company has a long history and a reputation for quality. Under the leadership of Hiroshi Sakurai, who currently serves as chairman and represents the third generation of family leadership, Dassai has been developed into a brand synonymous with excellence. The majority of Dassai’s offerings are high-quality junmai daiginjo sakes, known for their fruity characteristics and refreshing taste.

The company has set an ambitious sales target of 100 billion yen annually, planning 30 billion yen in the domestic market and 70 billion yen internationally. Recently, Dassai achieved sales of 19.5 billion yen in the fiscal year ending in September 2024, with a breakdown of 10.8 billion yen in Japan and 8.7 billion yen internationally, demonstrating its growing influence both at home and abroad. Notably, the brand's prestige is underscored by its history of being chosen as a gift by former Prime Minister Shinzo Abe, who presented a bottle of Dassai sake to U.S. President Barack Obama.