Dassai aims to achieve sales of 100 billion yen (approximately USD 645 million).
This target reflects our belief that, to establish a solid presence in the global luxury market—including champagne, wine, and even fashion—a minimum scale of this magnitude is essential.
Recently, one of our employees remarked, “Japanese distilled spirits like whisky are booming globally. Shouldn’t we expand our presence in that sector to ride this wave toward our 100 billion yen goal?”
From a marketing perspective, this is a reasonable suggestion. However, my response was a clear “No.”
While we do produce Dassai Shochu and continue working to enhance its quality, these offerings remain secondary to our core focus: sake. All of our products must reinforce the Dassai brand identity.
In the short term, this strategy may seem limiting. But in the long term, I believe it is the right approach. Broadening our product line could indeed help us reach the 100 billion yen (USD 645 million) target more quickly—but at the risk of diluting the Dassai brand. Our priority is to strengthen the core of the Dassai brand as we grow.
☆ Personnel Cost Balance ☆
As of 2025, Dassai ranks 11th in sales volume and 3rd in sales value in Japan. Our production staff exceeds 200, and including part-timers, nearly 300—making us the largest in Japan. Moreover, our salary levels are the highest in the sake industry. This indicates an imbalance between sales and personnel costs, deviating from conventional management practices.
This may appear as naive and idealistic management. However, if Dassai loses this naivety, it wouldn't be Dassai. We are grateful to our "miraculous customers" who have supported us from a small brewery in the mountains of Yamaguchi to where we are today.
At a party, Mr. Hasegawa, president of Hasegawa Liquor Store, a leading figure in the sake industry, remarked, "Looking at Dassai, I believe miracles do happen."
However, Dassai faces challenges overseas because our philosophy doesn't always align with local practices. Some countries prioritize money, others marketing. We are striving to build good relationships abroad and develop Dassai by expressing its strengths without merely conforming to local norms.