Interview with Shoichiro Morita, head of Morita Shuzo
Morita Shuzo continues to brew sake using traditional methods.
We spoke with its head, Shoichiro Morita, about the company’s founding, its approach to sake brewing, and its future outlook.
Brewing began in 1909
Could you tell us about the company’s founding?
Morita (surname only)
As a sake brewery, we’ve been in business since 1909.
However, generations of the Morita family served as village headmen in Kurashiki.
I’ve heard that rice prices fluctuated in the Meiji era, so the family began brewing sake using rice to generate more stable profits.
When the brewery first opened, the family worked both as village headmen and sake brewers, but eventually focused solely on sake brewing.
Incidentally, I’m the third generation since sake brewing began. My grandfather started the brewery.
What is the origin of the name “Mannenyuki”?
Morita
My grandfather, the first generation to brew sake, named it “Mannenyuki” himself.
My grandfather was fond of mountain climbing, and I hear he climbed Mt. Fuji around the time he started brewing sake.
During his climb, he saw the snow on Mt. Fuji shining beautifully in the sunlight and was inspired to come up with the name “Mannenyuki.”
Mt. Fuji is one of Japan’s most iconic symbols, so he probably felt it was a perfect name for the brand.
I hear he began preparing to register the trademark as soon as he got home.
Committed to traditional methods, including deliberately inefficient ones
What are the distinctive features of sake brewing at Morita Shuzo, and what do you prioritize?
Morita
Our distinguishing features are that we are committed to traditional brewing methods and use high-quality local ingredients.
We know that our methods are less efficient than the methods commonly used today.
However, using traditional methods lets us make better-tasting sake, so we deliberately stick with them.
We also keep only the sake we expect to ship.
That’s because sake is a perishable product, and we want to preserve its freshness.
Morita Shuzo also uses a hydraulic vertical press.
It has been in operation for about 50 years and is an early form of the sake press.
That makes it extremely rare in Japan today.
For these reasons, our brewery’s hydraulic vertical press was designated a “Recommended Industrial Heritage” by the Industrial Heritage Society and also received an Achievement Award.
What do you prioritize when it comes to ingredients?
Morita
Of our ingredients, we pay particular attention to the rice.
Except for some varieties, such as daiginjo, Morita Shuzo uses rice varieties such as Asahi and Akebono, grown in nearby areas such as Kiyone (Soja City) and Ashimori (Okayama City).
We also take care over the brewing water, which is groundwater from the Takahashi River.
In other words, we use local rice and local water.
To prevent variations in flavor, I alone decide the proportions for blending the sake.
Creating appealing products
You also develop new products. How do you go about product development?
Morita
Basically, I’m the one who comes up with most of the product ideas.
I have the staff try them too, listen to their opinions, and make improvements.
When product development is done by consensus, the result inevitably tends toward the lowest common denominator.
That weakens a product’s individuality, making it less appealing.
Is there anything you’d like to focus on in future product development?
Morita
What I’d like to focus on in future product development is proposing new ways to drink sake.
With the spread of COVID-19, we expect consumption at home to increase.
So, while developing products that people can enjoy at home, I’d like to suggest new ways to enjoy sake.
For example, sake that you dilute with water or something similar.
Water is added during sake production to adjust the alcohol content.
It could be fun for people to add water themselves, make sake to their own taste, and enjoy it.
You could also enjoy it with soda water.
Developing the next generation and proposing new ways to enjoy sake
Could you tell us about your future outlook and any challenges?
Morita
One priority is developing the next generation.
As I mentioned earlier, I currently decide the blending proportions on my own to prevent variations in flavor.
Going forward, I’d like to train young toji (master brewers) and develop people who can decide the blending proportions.
Of course, to prevent variations in flavor, only a small number of people will make those decisions.
The other priority is what I mentioned earlier: proposing new ways to drink and enjoy sake.
I’d like to create products that let each customer enjoy sake according to their own preferences.
Morita Shuzo’s sake brewing: honoring tradition while taking on new challenges
Morita Shuzo is a long-established brewery that has been making sake since the Meiji era and remains committed to traditional methods.
At the same time, it is actively developing new products.
Morita Shuzo’s Mannenyuki is loved not only by locals but also by people visiting Kurashiki for sightseeing or work.
Why not try Mannenyuki for your home dining table or as a souvenir?
Morita Shuzo Co., Ltd. details
| Organization name | Morita Shuzo Co., Ltd. |
|---|---|
| Industry | Manufacturing (sake brewing) |
| Representative | Shoichiro Morita |
| Year established | 1909 |
| Address | 8-8 Honmachi, Kurashiki City, Okayama Prefecture |
| Contact | 086-422-0252 |
| Website | Morita Shuzo Co., Ltd. |
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