HiteJinro announced on the 23rd that it will officially launch three types of the representative sake brand "Miyakanbai (宮寒梅)" from the Japanese Miyagi Prefecture, which has a history of 107 years. Recognized for both rarity and quality, it is part of the premium lineup offered in international first and business class on All Nippon Airways (ANA) and Singapore Airlines.
At a press conference held on the 20th at the New Vue Hotel in Gangnam, Seoul, Mana Iwasaki, the representative of Kanbai Brewery who visited Korea to celebrate the launch of Miyakanbai, said, "I am delighted that sake made with rice, water, and traditions from Miyagi Prefecture is being introduced to Korea," adding, "I hope that a glass of Miyakanbai sake warms your heart on clear days, sad days, and gloomy days." Representative Iwasaki has been leading Kanbai Brewery for five generations.
Miyakanbai is the flagship brand of Kanbai Brewery, established in 1918. It has the corporate philosophy of "sake that brings spring to the heart." The brewery experienced the pain of its facility collapsing during the 2011 Great East Japan Earthquake but successfully rebuilt with the support of the community and customers.
Kanbai Brewery has a unique position within Miyagi Prefecture. It produces sake using only rice grown in Miyagi Prefecture, focusing on the "Junmai" method of brewing with only rice, water, and koji mold, without adding distilled alcohol. In particular, it cultivates four types of rice: Miyamanishiki (美山錦), Aikoku (愛国), Hiyori (ひより), and Yamadanishiki (山田錦).
Kanbai Brewery only produces "Junmai Ginjo" with a polishing ratio of 60% or less and "Junmai Daiginjo" with a polishing ratio of 50% or less. The polishing ratio indicates the percentage of rice remaining after polishing the outer parts away. The lower the polishing ratio, meaning the more the rice is polished, the cleaner and more refined the sake's taste and aroma become. "Junmai Daiginjo" (without added distilled alcohol) and "Daiginjo" (with added distilled alcohol) with a polishing ratio of 50% or less are considered the highest quality. This also indicates that Kanbai Brewery focuses on premium products.
The products being introduced domestically this time are ▲Miyakanbai Junmai Ginjo 55 ▲Junmai Daiginjo 45 ▲Junmai Daiginjo Jaycen 40, three varieties in total. The numbers included in the product names represent the polishing ratios. The number 55 means that only 55% of the rice is used after polishing away 45%.
Representative Iwasaki noted, "We are considering exporting a limited edition Junmai Daiginjo 33 made from Sasanishiki rice, polished to an ultra-high degree (polishing ratio of 33%), grown in agricultural land registered as a global agricultural heritage, to Korea starting next year." He added, "Kanbai Brewery is likely the first to have polished Sasanishiki to this extent," and mentioned, "It is currently only distributed within Miyagi Prefecture."
The three types of sake introduced this time each have distinct concepts. Junmai Ginjo 55 is a bestseller that ranked 9th nationally in Japan, featuring a refreshing fruity aroma and a harmonious sweet taste. It is characterized by a bright and delicate scent reminiscent of spring flowers, a subtly spreading sweetness, and a deep umami flavor of aged rice.
Junmai Daiginjo 45, launched 18 years ago, is the first product of the Miyakanbai brand and is relatively less sweet compared to other Kanbai Brewery products, memorable for its refreshing and clean finish. It features a floral aroma reminiscent of blooming flowers and a rich umami flavor inherent in rice. Representative Iwasaki remarked, "This is the sake I cherish the most among the three products launched this time," adding, "I would like to recommend it as it was made with utmost care."
Jaycen 40 is a highly polished sake made by polishing rice down to 60%, characterized by its splendid aroma, rich umami flavor, smoothness, and long aftertaste. Representative Iwasaki described it as "sake comparable to wine," noting that it pairs well with fine dining.
Since beginning to import sake in 2013, HiteJinro has distributed a total of 42 products from 18 breweries. Especially since the pandemic, the sake sector has grown more than twice every year since 2021, with an average annual growth rate of 106%. HiteJinro stated, "This year, we aim for a 30% growth compared to the previous year."
He added, "The primary considerations when importing sake are whether it is trending in Japan and whether it is evaluated as a sake that suits current trends. I judged that Miyakanbai is a suitable brand for this purpose," stating that, "Previously, we mainly imported popular brands that ensured stable supply, but we will strengthen our position in the premium market through brands like Miyakanbai that have both trends and rarity in Japan."
Representative Iwasaki noted, "While the overall demand for sake is declining, young consumers who value their preferences and values while seeking premium products are actually increasing." He said, "We are creating sake aiming for the first sip to be delicious." Miyakanbai sake will mainly be supplied to high-end izakayas and Japanese restaurants rather than large distribution channels. The price is expected to be set at around 80,000 to 100,000 won. HiteJinro stated, "We will continuously introduce brands that consumers can recognize for their value, rather than simply high-priced products."