HiteJinro Expands Sake Lineup, Aims to Boost Sales by 30% This Year

'Miyakanbai,' the Leading Sake from Miyagi Prefecture, Officially Launched in Korea
Strengthening Portfolio... Expanding Presence in the Premium Sake Market
Sake Sales Achieve Average Annual Growth of 106% Over Four Years Since 2021

Recently, sake (nihonshu, Japanese rice wine) has been gaining a stronger presence in the domestic alcoholic beverage market. In response, HiteJinro is introducing a leading sake from Miyagi Prefecture, Japan, as part of its efforts to strengthen its sake portfolio. Since the COVID-19 pandemic, HiteJinro’s sake business has more than doubled in size each year. The company plans to further expand its lineup and intensify sales efforts this year, aiming to increase sales by more than 30% compared to last year.

Mana Iwasaki, CEO of Kanbai Brewery, is introducing the brewery and its products.
[Photo by Eunmo Koo]

'Sake That Brings Spring to the Heart': Miyakanbai

On June 20, HiteJinro launched 'Miyakanbai,' a sake produced by Kanbai Brewery, a renowned brewery in Miyagi Prefecture, Japan.

Founded in 1918, Kanbai Brewery is celebrating its 107th anniversary this year and has been run by five generations, with Mana Iwasaki currently serving as CEO. The name 'Miyakanbai' combines 'Miyamizu,' considered the finest water for sake brewing, and 'Kanbai,' the winter plum blossom known for warming the heart. The water used at Miyakanbai is similar to the hard underground water called Nada Miyamizu from Hyogo Prefecture, which is rich in calcium and potassium and is considered ideal for activating yeast in sake brewing. Additionally, Miyakanbai is recognized as one of the three major Kanbai brands in Japan, alongside Koshinokanbai from Niigata and Kanbai from Saitama.

Mana Iwasaki, CEO of Kanbai Brewery, who visited Korea for the official launch, emphasized that the company’s philosophy is to create "sake that brings spring to the heart." She said, "In 2011, the Great East Japan Earthquake completely destroyed our brewery, but thanks to the support of many people, we were able to restart the business. On days when people feel sad or downhearted, I strive to make sake that offers comfort and warmth."

Three types of Miyakanbai sake presented by HiteJinro. (From left) 'Miyakanbai Junmai Daiginjo Jsen 40%', 'Miyakanbai Junmai Daiginjo 45%', 'Miyakanbai Junmai Ginjo'.
[Photo by Koo Eunmo]

Miyakanbai uses four types of sake rice (shuzo kotekimai): 'Miyamanishiki,' 'Aikoku,' 'Hiyori,' and 'Yamadanishiki.' Compared to regular table rice, sake rice grains are larger and have thicker stalks, making cultivation more challenging. Sake rice accounts for only about 1% of Japan’s total rice production, making it a rare variety. Most importantly, sake rice features a large white core called 'shinpaku,' and the quality of sake depends on how well this core is preserved during polishing, as it brings out the sake’s aroma and depth of flavor.

The Miyakanbai products introduced by HiteJinro include 'Miyakanbai Junmai Ginjo,' 'Miyakanbai Junmai Daiginjo 45%,' and 'Miyakanbai Junmai Daiginjo Jsen 40%.' Among these, CEO Iwasaki recommends the Miyakanbai Junmai Daiginjo 45% as the flagship product. Made with 100% Miyamanishiki rice, this Junmai Daiginjo has a polishing ratio of 45% and an alcohol content of 15%. Iwasaki explained, "This sake is characterized by a floral aroma reminiscent of blooming flowers, the rich umami of rice, and a clean, refreshing finish. It is the product that made Miyakanbai what it is today."

A view of the brewery of Ganbai Brewery located in Miyagi Prefecture, Japan.

All Miyakanbai sake is produced exclusively as Junmai Ginjo or Junmai Daiginjo. In sake classification, 'Junmai' indicates purity of ingredients, meaning the sake is made only with rice, without any added brewing alcohol. 'Ginjo' and 'Daiginjo' refer to the rice polishing ratio: the percentage of rice remaining after polishing the brown rice. A lower polishing ratio means more of the rice has been milled away, which generally signifies higher quality sake. Ginjo uses rice polished to 60% or less, while Daiginjo uses rice polished to 50% or less.

Miyakanbai has received various awards, including being the first in Miyagi Prefecture to win the top prize at the Tohoku Sake Appraisal last year. Currently, Miyakanbai Junmai Ginjo is served in All Nippon Airways (ANA) international business class and Singapore Airlines international first class. HiteJinro plans to supply Miyakanbai primarily to premium Japanese restaurants and izakayas, and, once it is established in the domestic market, expand its import lineup to include products such as 'Junmai Daiginjo Sasanishiki 33%.'

HiteJinro: "Ample Market Potential... Expanding Presence in the Premium Sake Market"

HiteJinro plans to import Ganbai Brewery's "Miyakanbai Junmai Daiginjo Sasanishiki 33%" in the future.
[Photo by Eunmo Gu]

HiteJinro is strengthening its Japanese alcohol import and distribution business by expanding its sake portfolio and intensifying marketing activities, including the addition of Miyakanbai. Since starting its sake import business in 2014, HiteJinro has significantly expanded its imported brands after the COVID-19 pandemic. The company now imports and sells 42 products from 18 breweries, including Takashimizu, Kikusui, and Satonohomare.

HiteJinro is focusing on strengthening its sake lineup because it sees strong growth potential in the domestic sake market. The recent increase in sake demand in Korea is primarily due to a heightened interest in and exposure to Japanese culture. In particular, as more Koreans travel to Japan, they seek out Japanese food and beverages they experienced abroad after returning home, leading to steadily increasing demand.

Lee Deokhee, Head of Sales Part 2 at HiteJinro’s Premium Special Sales Branch, explained, "Korea is the country that visits Japan the most, and our people travel to Japan very frequently. Interest in Japanese culture is generally high, especially among the younger generation. Although the Japanese business carries some risks, we are striving to develop business models that offer new experiences to customers, regardless of political issues, as long as there is demand."

According to Korea Customs Service export and import trade statistics, as of May this year, the value of sake imports reached $13.66 million (about 19 billion KRW), a 16.7% increase compared to the same period last year ($11.71 million). Since 2020, when the home-drinking trend began during the pandemic and sake imports stood at $11.74 million, the import value has continued to rise each year. Notably, sake imports continued to grow last year despite sluggish performance in most other imported alcoholic beverages, reaching a record high of $26.35 million, and are expected to surpass $30 million for the first time this year.

The increase in import volume is also steep. By May this year, 3,000 tons of sake had been imported into Korea, a 15.7% increase compared to the same period last year (2,592 tons). The import volume, which was 2,379 tons in 2020, exceeded 3,000 tons in 2021, surpassed 4,000 tons in 2022, and reached 5,684 tons last year?an increase of about 2.5 times in four years. This year, imports are expected to exceed 6,000 tons.

In fact, HiteJinro has rapidly expanded its sake brands from just three or four before the pandemic, more than doubling its annual sales each year. From 2021 through last year, HiteJinro’s average annual growth rate in sake sales over the past four years has reached 106%. The company stated that it is also aiming for more than 30% growth in sales this year compared to last year through active sales efforts.

HiteJinro plans to focus on the value of sake in its import and sales activities. Yoo Taeyoung, Head of the Premium Division at HiteJinro, said, "I believe that the criteria for judging what is 'premium' are not simply based on price, but on the value the product possesses. We will actively discover, import, and introduce sake with special value, rare sake, and high-quality sake that can offer new experiences to customers."

This content was produced with the assistance of AI translation services.