Interview with the representative of Morita Shuzo, Morita Shoichiro
Morita Shuzo continues to brew sake using traditional methods.
We spoke with the representative, Morita Shoichiro, about the founding of the company, his commitment to sake brewing, and future prospects.
Started sake brewing in 1909
I want to know about the founding.
Morita
As a sake brewery, we have been operating since 1909.
However, the Morita family has been serving as shoya (village headman) in Kurashiki for generations.
During the Meiji era, since the price of rice was variable, we started brewing sake to generate more stable profits by utilizing rice.
At the beginning, we were both a shoya and a sake brewery, but eventually we became solely focused on sake brewing.
By the way, since we started brewing sake, I am the third generation.
My grandfather started the sake brewing.
What is the origin of "Ban'nenyuki"?
Morita
The first generation, my grandfather who started brewing sake, named it "Ban'nenyuki."
The first generation had a hobby of mountain climbing and reportedly climbed Mt. Fuji around the time he started brewing sake.
He was inspired by seeing the snow on Mt. Fuji shining beautifully in the sunlight and came up with the name "Ban'nenyuki."
Since Mt. Fuji is a representative symbol of Japan, he probably felt it was a perfect name for the brand.
After returning home, he immediately began preparing to register the trademark.
Committed to traditional methods, even using inefficient techniques
Please tell me about the characteristics and commitments of sake brewing at Morita Shuzo.
Morita
We are committed to traditional methods and use high-quality local ingredients.
We understand that our methods are inefficient compared to current general practices.
However, we are committed to using traditional methods because they allow us to create delicious sake.
Additionally, we only keep stock of sake that is scheduled for shipment.
Since sake is a perishable product, this is to maintain its freshness.
At Morita Shuzo, we also use a hydraulic lift press.
It has been in operation for about 50 years and is in the initial form of a press.
Therefore, it is very rare in Japan today.
For these reasons, our hydraulic lift press has been certified as a "strongly recommended industrial heritage" by the Industrial Heritage Society and has also received an achievement award.
What about your commitment to ingredients?
Morita
We are particular about the rice among the raw materials.
Except for some sake like Daiginjo, we use rice varieties such as Asahi and Akebono grown in surrounding areas like Seion (Soja City) and Asamo (Okayama City).
We also have a commitment to the brewing water, which is subterranean water from the Takahashi River.
In other words, we use local rice and local water.
Furthermore, to prevent flavor variations, I alone determine the blending ratio of the sake.
Creating attractive products
You are developing new products, but how do you go about product development?
Morita
Basically, I mainly think of the product development.
Then I have the staff taste it and gather their opinions for improvements.
When product development is done by consensus, it tends to take the maximum common denominator.
As a result, the product loses its individuality and becomes less attractive.
Is there anything you want to focus on in future product development?
Morita
In future consumption development, I want to focus on proposing new ways to enjoy sake.
With the spread of COVID-19, I believe home consumption will increase.
Therefore, I want to develop products that can be enjoyed at home while proposing new ways to enjoy them.
For example, sake that can be mixed with water.
When making sake, water is added to adjust the alcohol content.
It would be interesting to allow customers to add water themselves and create their preferred sake.
You could also enjoy it by adding carbonated water.
Future focus on training successors and proposing new ways to enjoy sake
If you have any future prospects or challenges, please let us know.
Morita
One is training successors.
As mentioned earlier, I currently decide the blending ratio alone to prevent flavor variations.
In the future, I want to train young toji (master brewers) to decide the blending ratio.
Of course, to prevent flavor variations, the number of people making that decision will be kept small.
Another point is the proposal of new ways to enjoy sake that I mentioned earlier.
I want to create products that allow each customer to enjoy sake according to their preferences.
Sake brewing at Morita Shuzo, which values tradition while taking on new challenges
Morita Shuzo, a long-established brewery that has been brewing sake since the Meiji era, is committed to traditional methods.
At the same time, they are actively developing new products.
Morita Shuzo's "Ban'nenyuki" is loved not only by locals but also by visitors to Kurashiki for tourism and work.
Why not pick up some Ban'nenyuki for your dining table at home or as a souvenir?
Data on Morita Shuzo Co., Ltd.
| Organization Name | Morita Shuzo Co., Ltd. |
|---|---|
| Industry | Manufacturing (Sake Brewing) |
| Representative Name | Morita Shoichiro |
| Year Established | 1909 |
| Address | 8-8 Honmachi, Kurashiki City, Okayama Prefecture |
| Contact | 086-422-0252 |
| Website | Morita Shuzo Co., Ltd. |
