Brand Tone

Refined & Elegant, Authentic & Traditional, Educational & Informative, Passionate & Dedicated, Forward-Looking & Innovative

Brand Values

• •Quality
• •Tradition & Heritage
• •Authenticity
• •Accessibility (of quality)
• •Harmony with Food
• •Innovation & Global Reach
• •Environmental Consciousness

Best Practices

• •Emphasize Heritage and Origin: Always weave in the story of Niigata, Mount Hakkai, the pure water, and the brewery's long history. This reinforces authenticity and tradition.
• •Focus on Quality and Craftsmanship: Use descriptive language that highlights the meticulous brewing process, the quality of ingredients, and the skill of the brewers (Toji).
• •Maintain an Elegant and Refined Voice: Avoid overly casual slang or colloquialisms. The language should reflect the premium nature of the product.
• •Educate and Inform Subtly: While the tone is refined, provide useful information about sake types, ideal serving temperatures, and food pairings to enhance consumer appreciation and confidence.
• •Balance Tradition with Innovation: When introducing new products or initiatives, connect them back to the core values of quality and craftsmanship, showing how innovation is a natural evolution of their heritage.

Social Perception

Highly Respected & Prestigious, Reliable & Consistent, Authentically Japanese, Innovative Traditionalist, Good Value for Quality

Copy Examples

• •Hakkaisan: The Soul of Niigata, Bottled. Experience the purity of melted snow and the richness of locally grown rice in every sip. For over a century, Hakkaisan has crafted sake that honors tradition while delighting the modern palate. Discover the crisp, clean taste that defines an authentic Japanese icon.
• •Elevate Your Table with Hakkaisan Junmai Daiginjo. Meticulously brewed using Yamada Nishiki rice polished to an exceptional degree, our Junmai Daiginjo offers an elegant aroma and a remarkably smooth finish. Perfect for pairing with fine cuisine or celebrating life’s special moments. Taste the art of Japanese brewing.
• •Beyond Tradition: The Innovative Spirit of Hakkaisan. From our revered classic sakes to our new ventures in sparkling 'AWA' and distinctive craft beers, Hakkaisan embraces the future of Japanese libations. We blend time-honored techniques with a passion for discovery, bringing you new ways to experience excellence.
• •The Story in Every Bottle: Hakkaisan Yukimuro - Aged in Snow. Journey to the heart of Uonuma, where nature’s chill perfects our sake. Our Yukimuro collection is aged for three years in a traditional snow cellar, developing an unparalleled roundness and smooth complexity. An eco-conscious tradition, a taste like no other.
• •Hakkaisan: Your Guide to the World of Premium Sake. Whether you're a seasoned connoisseur or new to the wonders of sake, Hakkaisan offers a diverse collection to explore. From the refreshing notes of our Ginjo to the rich depth of our aged expressions, find the perfect sake to complement your meal and enrich your moments. Kanpai to discovery!