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We interviewed "Nihonmori", who has a shop in Shinkawa, a place of tradition of Edo descent sake culture, and the Tokyo branch manager!
twenty-four season old calendar from January 20 to February 3 is the coldest season of the year. The water at this time is called "cold water" and has few germs and impurities, making it suitable for long-term preservation, making it ideal for sake preparation.
This blog is based on the theme of such sake, and "Nihonmori", which has a shop in "Shinkawa", which was built in the upper part (Itami, Ikeda, Nada, etc.) in the Edo period and was thriving as a landing place for sake transported to Edo. I would like to interview Takamasa Suzuki, the manager of the Tokyo branch, and tell you about the history and products of "Nihonmori" and the appeal of sake.
At the end of last year, I met with Suzuki Branch Manager at the "Masaru Shinkawa Jingu Taru Sake Festival" (December blog) with the introduction of President Koji Hirooka of "Kashimaya" (1-7-4 Shinkawa, Chuo-ku), and this interview was realized.
Takamasa Suzuki, manager of Tokyo Branch. At the table, we prepared a "raw undiluted sake bottle can" that will be explained later.
What kind of company is "Nihonmori"?
The brewery has a history of more than 130 years with the slogan "More delicious and beautiful." Its headquarters is located in Nishinomiya City, Hyogo Prefecture.
Founded in 1889 (Meiji 22), a young local volunteer established the Nishinomiya Corporate Company to enliven Nishinomiya City. At that time, the sake brewing industry was part of our business, but in 1896 (Meiji 29), it was unified into the sake brewing industry and changed its name to Nishinomiya Sake Brewery Co., Ltd.
Then, in 1897 (Meiji 30), sales of our representative products "Nihonmori" and "Sohana" began, and in 1913 (Daisho 2), it became the source of Imperial Household Agency's sake "Sohana".
In 1961 (Showa 36), a TV commercial using a commercial song for the first time in the sake industry was broadcast. Many people remember the melody and lyrics of "Nipponmori is a good sake ~ ♪".
As explained, our company was originally named "Nishinomiya Sake Brewery Co., Ltd.", but there were situations where the company name was difficult to penetrate. When I receive a phone call, of course, I say, "Nishinomiya Sake Brewery," but the customer said, "I went to Japan.…"It wasn't common." Therefore, in 2000 (Heisei 12), we decided to make the company name "Nihonmori", which is the name of sake.
We changed our company to a stock company immediately after it was founded, but it is rare in this industry where there are many hereditary systems, and I think it was a Meiji period venture company. Against this background, the company is filled with a spirit of challenge and a spirit of venture, and I think it appears in various products such as the raw undiluted sake bottle can. This bottle-type recap type product can be easily taken out outdoors, and even if you leave it, you can drink it again if you close the cap, so it is our first time.
What is the history of the Tokyo branch?
From "Hihozu" of the Showa 20s (from "Chuo-ku history map collection [Kyobashi Hen]" (Kyobashi Library, Chuo Ward, issued on March 31, 1996)). You can see that there is Nishinomiya Sake Brewery KK Tokyo Branch Office on the right bank (south side) of Shinkawa, which was reclaimed by 1949. By the way, "fire insurance map" is a map created to calculate the premium rate of fire insurance, and is also called "fire insurance map" or "fire insurance special map".
The Tokyo branch office was opened in September 1950 (Showa 25). The address is Echizenbori 3-3, which was there for about five years, moved to the NS building at Shinkawa 1-chome in April 1955 (Showa 30), and rebuilt it in 1992 (Heisei 4). Then, in May 2015 (Heisei 27), we moved to this building at Shinkawa 2-chome, and have continued to this day.
Before coming to Shinkawa, I went from Nishinomiya and sold it to a wholesaler as an agent. And since the wholesalers were all gathered here in Shinkawa, I decided to set up a store here in consideration of this convenience. However, it was in 1950 (Showa 25), so I think it was late. At that time, I think most of the major places were already available.
The Hulic Hatchobori Building (2-12-15 Shinkawa, Chuo-ku, Tokyo), where the Tokyo branch is currently located.
In what direction does the Tokyo branch office operate?
We operate mainly by companies. Of course, there is a wholesaler in between, but if anything, there are many drugstores, discount stores, supermarkets, commercial liquor stores, sometimes restaurants, etc. Of course, there is a wholesaler in between, and we are operating with the consent of the wholesaler.
In terms of area, it is the entire Tokyo metropolitan area. It is in charge of Niigata, Nagano and Yamanashi, including the northern Kanto region. In addition, Sendai and Sapporo will also be under the Tokyo Branch.
Speaking of sake, I think it is made of water and rice, and the technique is added to it and completed. First of all, please tell us about the "water" used.
"Miyamizu" (abbreviation of "Nishinomiya Water") is used. "Miyamizu" is a famous water that springs out about 500m square in the southeastern part of Nishinomiya-jinja Shrine, the headquarters of Ebisu Shrine nationwide, and its location is very close to our headquarters.
This is a bit proud and sorry, but as each company comes to draw "Miyamizu" on a tank lorry, only our company draws the water pipe directly to the factory and receives this "Miyamizu". You.
During the period of high economic growth since the middle of the Showa era, the collection of Miyamizu was threatened by expressways, elevated railways, construction of condominiums, etc. Also, in the Great Hanshin-Awaji Earthquake, there was a cold story that the water vein might change. However, thanks to the efforts of stakeholders such as the Nada Gogo Sake Brewery Association, both quality and quantity are now stable.
"Miyamizu" is called medium hard water (* 1), and it is said that it is rich in minerals such as phosphorus and magnesium, and contains a very small amount of salt, which seems to be exquisite again. I don't know the world well.…。
（※1） What is medium hard water?
Among the mineral components contained in water, the index indicating the total content of magnesium and calcium is "hardness", the one with a high content of this mineral component is called "hard water", and the small one is called "soft water". . According to the World Health Organization (WHO) water quality guidelines (US hardness), it is classified as follows, and "medium hard water" is intermediate between soft and hard water.
・ Soft water ：Less than 0 to 60mg/l
・ Medium hard water ：Less than 60-120mg/l
・ Hard water ：Less than 120 to 180 mg/l
・ Very hard water: 180mg/l or more
Most of the water in Japan is soft water. "Fukucho" of "Imada Sake Brewery Main Store" (3734 Mitsutsu, Akitsu-cho, Higashihiroshima City, Hiroshima Prefecture), which I visited in August, is also made of soft water and is said to be the "father of brewing sake". Sensaburo Miura introduced the development of the soft water brewing method in August's blog.
Since sake is mainly made from water and rice as raw materials, it is said that the quality will change significantly depending on what kind of water is used.
＊ As mentioned above, the blue character is a comment from the New River.
Next, please tell us about rice.
Except for limited time or special items, we are relatively flexible and use the best sake rice at that time. So, on the contrary, even if you ask what you are using, you often cannot answer immediately.
However, when it comes to sake with a brand like "Sohana", I don't hesitate to answer that it's Yamada Nishiki or 500 million stones, but I think the key point is how you can always enjoy alcohol that is distributed to the general public.…。
Indeed, the pursuit of the slogan of the sake brewing business, "More delicious, to Mainichi."
And Nada's sake must have the "skill" of "Tamba Toji".
Now a college graduate employee is taking over the skills of "Tamba Toji". We pack it in a so-called large tank and carry out sake brewing called "Shikijozo" by computer control throughout the year. However, some liquors that are served at the appraisal are made by people 24 hours a day while watching, so that they can demonstrate their skills firmly.
As for rice, as I mentioned earlier, the best one in each season is not limited to new rice, and the blenders blend the sake made from those rice to make the quality uniform. So, strictly speaking, there is a possibility that the taste may be slightly different, but it is covered with a reasonable technology.
In addition, raw undiluted sake like the "raw undiluted sake Bottle Can" should not be blended, and you can taste the sake that is made as it is, but if the quality is not uniform, you will be disqualified as a national brand, so I have a good quality control.
Speaking of your flagship product, is it "Sohana"?
In the Taisho era, "Nipponmori" and "Sohana" were two major brands, and it was already like that, to sort them from an early stage and sell them mainly for those two.
The registered trademark of "Sohana" is owned by Kashimaya. In the early Meiji era, around 1883 (Meiji 16), it became a registered trademark, and at that time it was called "Hirookasuke Goro Shoten" and sake brewery was also used in the Nishinada area. However, since the brewing industry was abolished in 1912 (Meiji 45) and devoted himself to the sake wholesale business in Tokyo, we received the request in 1913 (Daisho 2) and became the source of the Imperial Household Agency sake "Sohana". Our company has been loading "Sohana" in Tokyo since 1906 (Meiji 39), and has long had a strong connection with "Kashimaya".
"Sohana" is an indispensable product for us. There is no such honorable liquor called Imperial Household Agency's sake. We will continue to do our best to sell it so that we are not ashamed of the name because we are accepting the source firmly.
＊Click here for more information about "Sohana".
In addition, please tell us about your products and topics.
The raw undiluted sake bottle can, launched in 2015, is the first in the industry. Since it is raw undiluted sake, it is not heated or heated, and the alcohol content is high. The highest price is honjozo, 19-20 percent. Below, daiginjo was 18-19%. "Junmai Ginjo" and "Junmai daiginjo" account for 16-17%.
Next, when we look at the degree of sake (*2), "daiginjo" is dry at +4.0, "Junmai daiginjo" is -7.0, and "Junmai Ginjo" is -5.0. This is because daiginjo uses brewed alcohol (*3), which tends to increase the level of sake (less sugar content) and become dry. Also, "honjozo" contains brewed alcohol, but the taste is enhanced, so the sake level is -6.0, which is sweet.
Brewed alcohol is alcohol mainly made by fermenting and distilling molasses (waste sugar nectar) and corn. When it comes to brewing alcohol, from the general public, it often has a very negative image. However, by adding brewed alcohol, it is finished in a clean, well-balanced liquor, so you will not get tired of drinking every day. Junmai sake has a good taste, so it tends to be heavy. I can't say which one I like, because it's already a luxury item or taste, but I like this "honjozo".
（※2） What is the degree of sake?
It is a numerical value of the specific gravity of sake when the specific gravity of water is zero (±0), and the more extracts such as sugar, the more heavier it and indicates negative. On the other hand, the lower the amount of extract such as sugar, the lighter it becomes, indicating a plus. Therefore, if you show negative, it is "sweet", and if you show plus, it is "dry".
（※3） What is brewed alcohol?
Distilled liquor made with the same manufacturing method as so-called shell shochu, and is made from molasses (waste sugar nectar) and corn.
Originally, it is said that shochu with high alcohol content was added to prevent the failure of fermentation called fuzo, but in modern times, the taste was reduced and Ginjo incense was added. It is added for the purpose of extracting.
＊ As mentioned above, the blue character is a comment from the New River.
Speaking of topics, in March of last year, we released a foaming sake called "JAPAN SODA", which was very popular thanks to it. The alcohol content is low with a low alcohol content of 7%, and the raw materials are only domestic rice and rice koji, a refreshing sake soda with reduced sweetness.
And this time, we heard from various fields that we would like to develop "JAPAN SODA (Sake Soda)" flavors, and this spring we will take a new challenge with "JAPAN SODA (Sake Soda [Yuzu])". I am thinking. The release is scheduled for February 22nd. Please drink it.
A lineup of "raw undiluted sake Bottle Can" and "JAPAN SODA (Sake Soda)".
Raw undiluted sake Junmai daiginjo, Raw undiluted sake Junmai Ginjo, Raw undiluted sake (Honzo Sake), Raw undiluted sake daiginjo (Monbell Design Bottle), JAPAN SODA (Sake Soda) and JAPAN SODA (JAPAN Sake Soda [Yuzu]).
＊Click here for details on product information.
Do you have a campaign?
We don't have much campaigns, but when we talk about our product axis, we have a raw undiluted sake bottle can, another product, and a paper pack called zero carbohydrate pudding.
Inevitably, when it comes to paper packs from national brand manufacturers, so-called economic sake tended to be the center, but this product is based on health, and products with zero carbohydrates are available in each company, but another In order to add added value, we launched it in 2015 (Heisei 27) as a product with zero pudding.
If you tell a professional, isn't there a pudding that much sake in the first place? That said, the draw was not so strong from the buyer's level, but from the perspective of general consumers, not only carbohydrates but also puddings are zero, which is amazing, so it was quite fired, From April 2023 (Reiwa 5), Aya Terakawa was welcomed as a new commercial character, helping to broadcast a new commercial, and it has been growing almost 10 years since its release.
Last year, we tied up with Montbell and launched the Montbell Design Bottle in the Raw undiluted sake Bottle Can. As a result, I think it's possible to have an image of drinking outdoors. This is a total of three tie-ups with Mr. Montbell. By the way, tie-up is done at spot spots, and it ends in about once, about three months.
＊Click here for details on "Zero Carbohydrate Pride Zero".
＊Click here for more information about the Montbell Design Bottle.
The locally brewed sake boom continues. Do you have any awareness of competing with locally brewed sake manufacturers?
I had been at the Sendai Sales Office for three years until last year. In the Tohoku region, including Sendai, locally brewed sake is unusually strong, and there are people in each prefecture called the so-called "main." So, in such a case, we always treat ourselves with a sense of peace that locally brewed sake manufacturers cannot do, and never interfere with the business of locally brewed sake manufacturers. Coexistence and co-prosperity is the sales style.
I would like to go to "Sakagura Dori Rengakan".
"Sakagura Dori Rengakan" is a facility that disseminates information on the goodness of sake and how to enjoy it, and is a place that embodies the slogan of our food culture business, "More Fun, To Day." Each brewery in Nada Gogo has a museum and a shop selling souvenirs, and it is truly a theme park for sake. I think it's irresistible for those who like alcohol. Please come by all means.
[Sakagura Dori Rengakan]
4-28, Yogaicho, Nishinomiya-shi, Hyogo
Phone: 0798-32-2525
Business hours From 11:00 to 21:00 (depending on each store)
＊Click here for more information about the food culture business.
Your company also has a cosmetics and health food business with the slogan "More beautiful, tomorrow."
Cosmetic products and health foods are also growing into large businesses. The sales share is about 20%.
In this business, each company is followed, but we are pioneering cosmetics using rice bran. I think it's been more than thirty years. In the first place, we reuse rice bran, which had been paid for and collected as industrial waste, and I think that is the driving of the SDGs.
The beginning of the event is due to the voice of a female employee who is our great senior. I think this company that will make it happen again is amazing. I think this is also the manifestation of our corporate culture, the spirit of challenge and venture spirit.
＊Click here for details on the cosmetics and health foods business
Finally, please tell me the recommended way to drink and Mr. Suzuki's dinner style.
Usually, after returning home, first open "JAPAN SODA" (Sake Soda) and drink at once. It moisturizes your throat, at the dining table, and picks a side dish, and drinks this white guy "honjozo".
"honjozo" is a sweet taste with a sake degree of -6.0 and goes well with anything. It also goes to the physical world.
On the other hand, "daiginjo" is dry with a sake degree of +4.0, and if anything, I think the knobs match pale ones such as white fish. Junmai Ginjo and Junmai daiginjo have umami and tend to be heavy, so I think it would be better to match them with relatively strong tastes or lean fish.
As an aside, when we released this "JAPAN SODA (Sake Soda)" last year, in fact, we used the phrase "It goes well with fried chicken and Gyoza" to actually fit the ingredients that are difficult to get and match with sake. I released it with the touch that it was. That's why I think this would suit anything. It's all-mighty.
Yeah
At the entrance of the Tokyo branch, posters for Junmai daiginjo sake "Sohana" and autographed colored paper by Aya Terakawa, a commercial character for "Zero Carbohydrate Pride Zero" were carefully displayed.
This time, I heard various stories from Suzuki Branch Manager, and felt that the enterprising spirit and spirit of "Nihonmori" was the strength of "Nihonmori". The branch manager said that our company is heterogeneous in the industry, but I think that heterogeneity is derived from the spirit of challenge and venture spirit from our founding. I understand that there was a reason for the creation of new hit products one after another.
In addition, thanks to a detailed explanation (lecture) of the Raw undiluted sake Bottle Can, we were able to organize our knowledge of sake. In the past, I also thought that pure rice sake was the best, but through this interview, I realized again that adding brewed alcohol would make it a better balanced and easy-to-drink liquor, and I learned a lot. Was. I also taught you the ingredients that go well with the raw undiluted sake bottle can, so I would like to follow the branch manager and practice it in the future.
This time, I was planning to teach a delicious way to drink sake from a sake professional, so it was an interview with Harvest University.
Photo above: "Nihonmori" exhibition booth at "Masaru Shinkawa Jingu Taru Sake Festival" (held on December 27, 2023).
Below photo) "Winter Festival! Exhibition booth at "Nihonmori" at locally brewed sake & Gekka 2024 in Yoyogi (held on January 26-28, 2024).
[Nihonmori Co., Ltd.]
https://www.nihonsakari.co.jp/index.shtml
Head office and factory
〒662-8521
4-57, Yogaicho, Nishinomiya-shi, Hyogo
TEL（0798）32-2501
Tokyo Branch
〒104-0033
Hurric Hatchobori Building, 2-12-15 Shinkawa, Chuo-ku, Tokyo 8th floor
TEL（03）3552-7931
＊In addition to the stories of "Nihonmori" and Takamasa Suzuki, Tokyo Branch Manager, this blog was created with reference to the company's website, as well as "Shin-Keisei Sake no Moto / NPO FBO (Function of Food and Drink Professionals Association)". Did.