Ryuji Ikoma (SAKE HUNDRED｜Clear inc.)

Please introduce yourself.

I'm the CEO of Clear Inc., a company developing sake businesses. The company started operations in 2013, so we're in its 11th year. The name "Clear" implies breaking new ground, embodying our desire to pioneer unknown markets in the sake industry. We aim to respect sake traditions while exploring new markets.

Please tell us about your background.

After graduating from university, I worked for a company in the public sector for about a year before starting my own business. Turning what you truly love into your work is crucial as an entrepreneur. In my case, I love sake, which is why I started this business. Of course, as a business owner, I have goals like scaling the business and expanding globally. Still, fundamentally, I believe in the potential of sake and have a strong desire to convey its appeal to many people. Since starting the company, I've deepened my knowledge of sake through various challenges.

What sparked your interest in sake?

Actually, I have a very low tolerance for alcohol. I get drunk even from one beer, and I can't drink whiskey or wine. However, the turning point came when I was 25. A university friend whose family owned a liquor store invited me to start a sake business together. At first, I declined because I didn't like sake either, but when I tried a sake called "Koro" from Kumamoto Prefecture that my friend recommended, it was so delicious that it completely changed my impression of sake. From then on, I became interested in sake and wanted to learn more about it. The sake I drank then had a rich aroma and flavor, transforming my previous image of sake. This experience deepened my interest in sake.

What did you do when you first launched Clear Inc.? 

When we started, we began a sake subscription service. It was a new approach at the time and received significant media coverage. Although it was well-received by customers, I transferred the entire subscription business to my friend due to differences in management policies. I started a new business, a sake-specialized web media called "SAKETIMES."
While working on the subscription business, I felt that it was necessary not only to experience sake, but also to "know sake" as a preliminary step. I launched the media platform, thinking we could attract more fans by creating an approach to this.
At that time, I had no funding, so I did everything myself - planning, interviewing, photographing, and editing. This enabled me to visit different sake breweries, both big and small, and gain a deep understanding of the current state and challenges of the sake industry. At first, it was trial and error, but as I conducted more interviews, my network within the industry expanded, and my knowledge of sake deepened. What particularly impressed me was the passion and dedication of the sake brewers nationwide. Encountering their enthusiasm strengthened my feelings towards sake.

How did you develop your business from there? 

As a media platform, we were neutral so that we could cover a wide range of breweries, from large companies to small sake makers, without bias. Our coverage extended beyond Japan to places like the United States and Taiwan. I'm proud to say that we've absorbed vast information about sake over the past ten years. After this experience, I have come to believe that sake has even more significant potential.

Through these experiences, how did you come to think about the challenges in the sake industry and the direction of your own business?

As we conducted more interviews, we began to see the harsh reality of the sake industry. Over half of the breweries operate at low profitability, and many are running at a loss. I felt a gap in the current situation where they have amazing technology but are not making money. One of the reasons for this problem lies in sake pricing. While high-end wines cost over 300,000 yen a bottle, sake costs around 2,000 yen. With decreasing production, it's difficult to increase consumption, and in today's health-conscious society, there's a tendency to reduce alcohol consumption.
So, increasing value rather than quantity was essential. Based on this idea, in 2018, we received 75 million yen in venture capital funding and launched "SAKE HUNDRED," a high-priced, globally oriented brand.
Venture capital investment in the sake industry was rare, and some were initially skeptical. However, by persistently presenting data, we convinced them, and now one of our investors has even joined us as a CFO, becoming a strong ally.As for our brand strategy, we focused on increasing brand value instead of setting high sales targets immediately. We gradually built our reputation by entering overseas competitions, gaining evaluations from top chefs, and marketing to five-star hotels and famous restaurants.
At first, we faced many rejections and a continuous struggle, but we slowly gained trust through our high quality and sincere attitude. After nurturing the brand for about two years, we focused on digital sales. Setting and executing strategies from a long-term perspective has led to our current success.

What are your thoughts on the current state and potential of overseas markets? 

While French wine exports exceed 1 trillion yen, sake exports are only about 40 billion yen. This is incredibly small.
However, looking closely, I realized that the current overseas market mainly caters to Japanese expatriates. In other words, many potential markets are still untapped. This is a great opportunity.
In fact, sake exports have been growing for 13 consecutive years. Last year, there was a temporary drop, but I believe this was a reaction to the demand for post-COVID recovery. What's important is that the export unit price has been rising for 14 consecutive years. This is evidence that overseas markets are seeking quality over quantity.
Furthermore, top-class chefs worldwide, including three Michelin-starred chefs in France and top restaurants in New York, are starting to pay attention to sake. This is a sign that sake is beginning to penetrate world food culture.
SAKE HUNDRED is also seeing increased interest from overseas. Our recognition abroad has grown since around 2021, and we expect an even bigger response this year. While overseas expansion takes time, we're seeing returns.

‍Could you tell us about your vision for the future?

For the sake industry to expand further, it's important to increase new entrants. Innovation is proportional to the number of entrants. However, entering as a new sake manufacturer is difficult because the National Tax Agency doesn't issue new licenses for supply-demand adjustment. One alternative is "Craft Sake", which is brewed alcoholic beverages other than traditional sake and has the potential to open up new markets. It's relatively easy to enter the market in terms of regulations, and we can expect more operators with new ideas to enter the market.
Also, an increasing number of people are starting sake-related businesses as startups. While sake ventures used to be rare, there are now several. We welcome this and want to support such movements actively.
In the future, we'd like to create a fund to invest in sake-related businesses worldwide. If thousands of sake companies emerge globally, some could grow into world-class corporations. We want to create a system to support them from the early stages.
I believe the future of the sake industry is bright. We have technology and culture that we can proudly show to the world. The next step is to make it successful as a business. To accomplish this, we need to increase the number of new challengers and energize the entire industry. That's why we've set our vision as "Creating the Future of Sake."

Lastly, could you recommend some places where overseas readers can enjoy sake? 

To enjoy sake, it's best to start by visiting specialized izakayas (Japanese pubs). Trying various types of sake at places with knowledgeable staff is fun. Pairing at high-end sushi restaurants is also recommended. Another option is to visit local sake breweries and enjoy sake while talking directly with the brewers. Visiting a brewery allows you to feel the passion and dedication of the sake makers, enabling you to enjoy sake on a deeper level.
Participating in sake events and tasting sessions is also a good approach. At these events, you can try various types of sake and discover different ways to enjoy the same sake. Also, enjoying sake with local specialties can make you appreciate its charm even more.

‍
Starting from July 2024, SAKE HUNDRED has begun offering tours that introduce our partner breweries, along with their region’s beautiful nature and food. There are also plans where I teach the stories behind the sake and pairing suggestions, so please check it out if you're interested.

‍

SAKE HUNDRED : https://jp.sake100.com/pages/top_en

‍

‍

NEWS：
SAKE HUNDRED offering 16 million yen brewery tours

‍

Click Here For More Info!

‍