Interview with Tomio Kusudo, President of the Sake Shop
A fun place for sake lovers, the Sake Shop.
We spoke with Tomio Kusudo, President of TRY Co., Ltd., about the background of opening the shop, his commitments, future aspirations, and things he wants to try.
Became a fan of local sake while studying about it
What was the background for opening the Sake Shop?
Kusudo
Actually, I didn't drink much sake at all originally (laughs).
Before the Sake Shop, I started operating a store called "Furuya Honpo."
That Furuya Honpo was originally a udon shop.
However, to let customers enjoy the essence of Kurashiki, I changed the concept to a shop that focuses on local ingredients and dishes, making "kibi soba" the main offering.
At that time, I decided to focus on local alcoholic beverages as well.
When it comes to local alcoholic beverages, it's definitely local sake.
But, as I mentioned earlier, I didn't drink sake at that time, so I had no knowledge about local sake.
Therefore, I needed to study about local sake and sake in general.
So, I invited people from local sake breweries and called on friends interested in sake to hold regular study sessions on local sake and sake.
Was studying about sake the trigger?
Kusudo
That's right!
As I studied, I gradually became aware of the depth of sake and the charm of local sake, and before I knew it, I had become a fan of local sake (laughs).
I believe there are many people who, like us, love local sake.
With that thought, I decided to open a specialty store for local sake.
Popular among business travelers and tourists due to the nearby hotel
I heard that the original location was different from the current one.
Kusudo
At first, we were operating on the street one block south of the current location.
That store did not sell alcohol; it was a dining establishment.
It was a standing bar specializing in local sake.
There are several hotels right nearby, so guests staying for business or tourism would see the "Sake Shop" sign when checking in.
So, after finishing work or sightseeing, they would think to come to the Sake Shop at night.
What percentage of your customers are from outside the prefecture?
Kusudo
At the previous location, about 70% of our customers were from outside the area for business or tourism.
People who travel often for work or enjoy traveling are looking forward to enjoying local ingredients.
For those who love sake, local sake is the biggest enjoyment.
Therefore, the Sake Shop was very popular.
Local sake embodies the region's climate and culture
What is the charm of local sake for you, Kusudo?
Kusudo
Indeed, local sake is tailored to the climate and culture of each region.
Okayama Prefecture is blessed with mountain and sea delicacies, and has abundant ingredients.
Dishes made with these abundant ingredients tend to have a sweeter flavor.
Therefore, Okayama's local sake is generally sweeter.
Since the dishes are sweet, sweet sake pairs better.
Also, Okayama Prefecture is actually a hidden rice-producing area.
Delicious rice such as Asahi and Akebono is harvested here.
Moreover, the Omachi variety, said to be ideal for sake brewing, originates from the Omachi district in Okayama City.
Furthermore, about 80% of sake is water.
Therefore, whether the water is good or not is a crucial factor that affects the taste of sake.
Okayama Prefecture has abundant and delicious water.
Okayama has three major rivers (Takahashi River, Asahi River, and Yoshii River).
This is something all Okayama residents know.
However, the fact that all the sources of these three major rivers are within the prefecture is something that only Hokkaido and Okayama Prefecture can boast of in the country.
I hadn't considered the sources of the water.
Kusudo
If you think of Hokkaido as a separate case due to its large scale and being an island, you can understand how blessed Okayama Prefecture is with water.
Okayama Prefecture produces important delicious rice for sake brewing, has abundant water, and is blessed with ingredients that pair well with sake.
You could say that Okayama's local sake is the very embodiment of Okayama's climate and culture.
However, the fact that Okayama Prefecture is a rice-producing area, has abundant water, and is a sake-producing area is not well known even among the residents of the prefecture.
Therefore, I want to spread the goodness of Okayama's local sake.
From a standing bar specializing in local sake to a liquor store where you can choose while drinking
Why did you decide to start selling liquor as you do now?
Kusudo
To respond to customer requests.
Many customers wanted to buy their favorite sake after trying various local sake and enjoy it at home.
So, I thought of creating a shop where customers could choose their favorites while drinking local sake and take home what they liked.
However, to sell alcohol, you need a "liquor sales license."
So, I obtained the liquor sales license and started selling liquor.
At that time, I found a property just north of the first shop, which seemed spacious enough for selling liquor, so I decided to relocate.
Then in November 2019, we reopened at the current location.
What has been the response and feedback from customers since the relocation?
Kusudo
About three months after the relocation, the impact of the COVID-19 pandemic became significant.
So, I have no idea about the effects or responses from the renewal, and I suddenly had to rethink the future management methods.
I think there are still many customers who do not know that the Sake Shop has relocated or that we have started selling liquor.
I felt the need to come up with ideas to propose and communicate this to customers.
Focused on maintaining the condition of sake
What are the points you are particular about at the Sake Shop?
Kusudo
After all, our biggest selling point is that we ourselves love sake (laughs).
So, I understand the psychology of those who love sake very well.
I think about what kind of side dishes go well with sake and what foods enhance the flavor of sake, and I serve side dishes that pair perfectly with the sake.
Also, the local sake we have in stock mainly comes in four-go bottles (containing 720 milliliters).
This is also a point of focus.
Why is a four-go bottle good?
Kusudo
To allow customers to enjoy sake in the best condition. Sake oxidizes and deteriorates when exposed to oxygen.
Therefore, the key to maintaining the condition of sake is to minimize its exposure to oxygen.
Until the bottle is opened, there is not much difference between a one-sho bottle and a four-go bottle.
However, after opening the cap, you can't drink it all at once, so you drink it in several portions.
In that case, a one-sho bottle takes longer to finish.
And because the bottle is larger, there is more oxygen inside the bottle, making it more prone to oxidation.
Therefore, a four-go bottle is easier to maintain its condition.
Additionally, we use a "wine stopper" for opened bottles for tasting.
After sealing, it can remove air from inside the bottle, making it less prone to oxidation.
I've heard that sake is delicate.
Kusudo
Yes, it is very delicate.
I also pay attention to the temperature at which the local sake is refrigerated.
The displayed local sake is stored at a temperature in the single digits.
The reason is to prevent deterioration.
Conversely, the sake for tasting is kept in a refrigerator around 10 degrees.
This is to allow customers to enjoy the sake in its most delicious state.
The toji (master brewer) checks the taste of sake at around 10 degrees.
Therefore, around 10 degrees is the best temperature for enjoying sake.
In fact, some customers from outside the prefecture have drunk poorly stored sake and have the mistaken impression that Okayama's sake is not good.
That is very unfortunate.
Therefore, we pay attention to storage conditions and the condition of the sake.
There have been many instances where customers who had a negative impression of Okayama's local sake were surprised by its deliciousness after drinking it at our shop.
It would be interesting to enjoy local sake at home while virtually touring a sake brewery
Is there anything you want to try in the future?
Kusudo
I want to focus on "experiences." However, due to the impact of the COVID-19 pandemic, actual experiences are difficult at the moment.
So, what I am currently considering is a "virtual experience."
I would send our local sake and side dishes to customers and use a system like Zoom to communicate, allowing them to have an experience through video.
Then, while watching the video and talking, they would enjoy the local sake from that brewery, which is the virtual experience.
Although we faced a tough situation right after the relocation due to the COVID-19 pandemic, I want to take on new challenges.
What are your aspirations for the future?
Kusudo
In various regions of Japan, there are local sakes rooted in their communities.
Okayama Prefecture is a hidden sake-producing area with many good breweries and local sakes.
Unlike in the past, there are now many different flavors of sake, making it more attractive. However, it is also true that many people are stuck at the entrance due to their image of sake.
I was one of them.
But once that stuck image is dispelled, the charm of sake becomes clear, and now I am a big fan of sake (laughs).
I would be happy if those who are stuck at the entrance due to their image of sake could realize its charm through our shop.
And I want people to know the deliciousness and charm of Okayama's local sake.
Conclusion
For sake lovers, local sake while traveling is the greatest pleasure.
The Sake Shop covers almost all of Okayama's local sake, making it the perfect place.
Moreover, not only can you drink, but you can also actually buy your favorite local sake to take home, making it ideal for souvenirs.
Of course, it is also recommended for locals.
If you want to know what local sake is available in your area, please visit the Sake Shop.
The staff, who love sake, also enjoy talking about it.
Data on the Sake Shop
| Name | Sake Shop |
|---|---|
| Address | 3-21-32 Achi, Kurashiki City, Okayama Prefecture |
| Contact | 086-441-7877 |
| Parking | None |
| Business Hours | 2:30 PM - 8:00 PM |
| Regular Holidays | Monday, Sunday |
| Payment Methods |
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| Website | Sake Shop |
