【Aiming to be the star company in Tottori Prefecture! Fukura Shuzo launches new sake “Hoshitori Series”!】

(Location: Yurihama-cho, Tohaku-gun, Tottori Prefecture, President: Takamoto Fukura) will start selling the “Hoshitori Series” of Japanese sake from August 2, 2021, named after “Hoshitori”, another name for Tottori Prefecture, where the Milky Way is visible from all cities, towns and villages in the prefecture and shooting stars can be easily seen even during the meteor shower season.

About Fukura Brewery
The company has been making efforts to produce traditional sake using water refined by the magnificent nature of Lake Togo, one of the eight most scenic spots in the San’in region, and Mt.

The Taste that Fula Brewery Aims to Produce
However, with the rapid progress of DX around the world and the rapidly changing business environment, we felt a sense of crisis that we would be left behind if we did not keep up with the times. In order to do so, we focused not only on “sake brewing” but also on marketing, etc. As we communicated Fukura Shuzo’s sake brewing to the world through SNS, we conducted a survey of several thousand consumers and realized that there is a demand for sake that is not only traditional dry sake but also sake that can be loved by customers who are new to sake. We realized that there is a demand for sake that can be loved by customers who are experiencing sake for the first time, and not just traditional dry sake. In order to take on a new challenge, we have conducted more than 100 test brewing runs at low temperatures and made many mistakes, starting with the quality of the rice and water used as ingredients. We have tried to create a sake that even those who are not familiar with sake can enjoy, that is, a sake with a more fruity aroma, well-balanced acidity, refreshing sweetness, and a clean aftertaste without being cloying, so that it can be enjoyed again and again in various occasions. The result is a flavor that can be enjoyed in a variety of occasions. We named the brand “Hoshitori” with the determination to become the most star company that can contribute the most to Tottori Prefecture, where the Fukura Brewery will continue to be loved by customers, value its employees, and contribute the most to the local community.

About the package and products
Tottori Prefecture is the only prefectural capital that has been ranked first in the “National Continuous Observation of the Starry Sky” conducted by the Ministry of the Environment. We designed the label with an image of a star so that we can be the “star” company that can enliven Tottori Prefecture in the future.

 

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