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Abstract

Asahi Shuzo is a small brewery in the mountains of Yamaguchi. Mr. Sakurai will talk about his experience of expanding exports of Dassai sake—a top-selling, specially brewed, pure rice sake—to 24 countries around the world including the US and European countries. He will also talk about successfully changing challenges into opportunities for growth.

Speakers’ Profile:

1950 Born in Shuto, Yamaguchi prefecture as the eldest son of the owner

of Asahi Shuzo Co., Ltd. sake brewery

1973 Graduated from the Faculty of Business Administration at the Matsuyama

University of Commerce, and then immediately joined Nishinomiya Shuzo

Co., Ltd. (currently known as “Nihonsakari Co., Ltd.”)

1976 Left Nishinomiya Shuzo and joined Asahi Shuzo Co., Ltd.

1979 Left Asahi Shuzo and established Sakurai Shoji (stone wholesaler)

1984 Became president and representative director of Asahi Shuzo

1988 Became director of Junior Chamber International Japan Kusei

1990 Became chairman of the Junior Chamber International Japan Yamaguchi block council, and in

the same year released the “Dassai” sake

1999 Opened a microbrewery restaurant but closed it three months later.

Switched the brewing policy: abolished the traditional “toji” (master brewer) system and started

making sake by employees

Currently “Dassai” is popular in many countries around the world.