Dassai: the Globalization of Japanese Sake
Exports of Japanese sake are increasing. However, since the value standards of luxury goods tend to be only vaguely defined, entry into overseas markets frequently proves troublesome. Indeed, the challenges are even greater for Japanese sake, as the beverage is accompanied by powerful cultural connotations. But what, exactly, are these challenges, and how can they be overcome? To find out more, this case study focuses on the initiatives undertaken by Asahi Shuzo, a sake brewery in Yamaguchi Prefecture, as it seeks to expand sales of its Dassai Japanese sake across the world.