"Here at Asahi Shuzo, we craft sake to brighten your life, not to drive sales or for you to get drunk.
We strive to create the highest quality sake for our customers to simply enjoy its taste and flavours; it isn't intended to be a product of mass consumption. Dassai is meant to be a way to a pleasant lifestyle. At the same time, we do not want Dassai to be a sake so unique, so rare nobody could enjoy it: Dassai should be available for anyone to enjoy.
These days, sake producers and liquor stores tend to focus excessively on quick sales strategies and/or overwhelming marketing campaigns which, in turn, make them lose focus of the customer's authentic need: to enjoy a tasty sake.
It is because we craft a high-quality sake that we want to share it with everyone around the world. We strive to keep strong partners to introduce Dassai to every one of you." - Kazuhiro SAKURAI CEO of The Dassai Brewery Company.
"Dassai" literally means "otter festival". It is a word that was used long ago in our region, Yamaguchi Prefecture, as many otters were frolicking in the nearby rivers.