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's new product has 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 yen. The new items can be purchased at liquor stores and supermarkets that carry the brewery's flagship brand.
Asahi-Shuzo aims to attract new customers as consumption of sake has been decreasing in Japan after it peaked in the mid-1970s. The company launched projects to rebrand Kubota in 2019 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," an official of the company said.
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