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Family's Fiery Passion for Saké Ignites Brand Evolution, Garners 58th Gold Medal at Saké Competition
Forest Grove, OR (PRWEB) July 8, 2007 -- With fifteen years of saké sales growth in the U.S. and more than 180 in Japan, Momokawa Brewing Japan (MBJ) of Aomori Prefecture in alliance with SakéOne of Forest Grove, Oregon have drawn from ages old symbolism and the family's passion for saké to ignite increased energy for the super premium brand in the U.S.
The first step was to change the brand name for the U.S. to allow it to speak for the heart and soul of the company, the Murai Family. "When we began the rebranding effort it was immediately clear that the essence of the company was the Murai Family," noted SakéOne Vice President of Marketing, Dewey Weddington. "That is where the passion for producing fine saké comes from and it reaches back through generations. It is pure, and honest. The stuff great brands are built on, not just a cute name like Giggling Geisha, but a pure and honest passion - a love for saké. We couldn't have invented a better brand identity," noted Weddington.
Out with Momokawa Brewing Japan for the U.S. and in with Murai Family, the first family of super premium saké in the U.S. A brand with deep history and clear relevance as this year it celebrates receiving a gold medal at the prestigious Nanbu Toji annual saké competition. This is their 58th consecutive award - a Japanese record. The Nanbu Tojii is the elite saké maker clan having the highest standards for crafting saké.
Having established the new name, time came to refine the look of the new label. "Import labels tend to not be memorable, and consumers are easily confused when looking at several options. There is little distinction between brands or producers," noted Jim Sculace, SakéOne Vice President of Sales. "It is very easy for a brand to get lost in the crowd just as it is for beer or wine." Here again, the SakéOne and Murai Family team looked back at history and family tradition to bring forward the famed Nebuta Warrior image. "The Nebuta has been used on Momokawa Japan's Nebuta Honjozo which has been imported since the 90s," noted Sculace. "It has been the most memorable and distinct image on any of our import labels."
"The Nebuta Warrior is the symbol of Aomori's Nebuta Fire Festival in Northern Japan," noted Kyota Murai, Executive Vice President of Momokawa Brewing Japan. "Legend has it that General Tamuramaro created giant images of warriors from bamboo and paper to light up the night sky once fires were ignited within them, so that he could scare away his enemies. Today Nebuta's light the streets of Aomori during the festival's parades and are a great source of pride to its people. Momokawa Brewing Japan is the only saké brewer allowed to use the Nebuta on its labels so it is a very distinct symbol for my family."
Together, the Murai Family name and Nebuta artwork create a fiery package that conveys the family's passion for fine saké and establishes a strong visual and brand identity to ensure a long history in the U.S. Murai Family saké can be found in the following styles at better retailers and restaurants across the U.S., Canada and Caribbean: Tanrei Junmai, Sugidama (Junmai Ginjo), Nebuta Honjozo, Tokubetsu Honjozo, Honjozo Genshu, Nigori, Nigori Genshu, and Daiginjo.
Since 1992, SakéOne has imported saké from Momokawa Brewing Japan and today is the leading brewer of premium saké in America with distribution throughout the U.S. and the Americas. SakéOne crafts saké under the Momokawa (traditional styles), Moonstone (fruit infused), G (cask strength), Peaceful River (for restaurants only) brands, and imports saké from Momokawa Brewing Japan under the Murai Family label.
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