Since launching Sake brewing operations in 1842, in the late Edo period, TAKARA have been providing for more than 170 years a wide variety of products.
As one of Japan’s leading manufacturers of traditional Japanese alcoholic beverages and seasonings such as Sake, Shochu, or Hon-mirin, we have built up its balanced product portfolio generated by the unique development capabilities of new technologies with the stable production system.
Through this product strategy, TAKARA gained its first top position in the industry for the year 2018 domestic shipment volume of Sake, and cemented its position as a top manufacturer of Japanese alcoholic beverages by taking the top market share for Sake as well as Shochu and Hon-Mirin.
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Sho Chiku Bai, the Sake brand that TAKARA manufactures and sells, was launched in 1933.
Sho (pine), Chiku (bamboo), and Bai (plum) are collectively known as "The Three Friends of Winter" due to their shared evergreen endurance and vitality during the cold winter months.
Just as these elements have long symbolized times of celebration and delight, the flagship brand Sho Chiku Bai is widely recognized as a Sake for celebration and dramatically expanded its share in the special occasion and gift Sake market from the second half of the 1960s.
The Japanese domestic Sake market has declined from its peak of the year 1973, but Sho Chiku Bai has steadily expanded its share of sales through a stronger line-up that coincides with consumer needs.
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