The Japan News by The Yomiuri Shimbun

First sparkling sake from Kubota brand hits market


Asahi-Shuzo Sake Brewing Co. has released the first sparkling sake for its Kubota brand, dubbed Kubota Sparkling.

Based in Nagaoka, Niigata Prefecture, the company made its new product with an alcohol content of 12%, which is high for sparkling sake.

It was adjusted to have a similar degree as that of sparkling wine, which has been gaining popularity in Japan.

The price of a 500-milliliter bottle is ¥1,320. The new item can be purchased at liquor stores and supermarke­ts that carry the brewery’s flagship brand.

Asahi-Shuzo aims to attract new customers as sake consumptio­n has been decreasing in Japan after peaking in the mid-1970s.

The company launched projects in 2019 to rebrand Kubota as part of a campaign targeting younger people unfamiliar with sake.

The projects included the launching of more than 10 new products, the redesignin­g of its labels, as well as the developmen­t of the sparkling sake.

“As demand for alcohol to consume at home increases [amid the COVID-19 pandemic], we expect sparkling sake to be a catalyst for drinking more sake,” a company official said. (May 3)

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