25 times more sales! The reason to choose “Cocktail Umeshu” using local ingredients

“Cocktail Plum Sake” was born like?

In recent years, due to the population decline and diversification of consumption among young people, production needs to respond and change according to the situation.

Nakano BC Co., Ltd., a long-standing sake brewery, has produced and sold four brands of sake, “Nagahisa”, “Kii Kuniya Bunzaemon,” “Chokyu” and “Bun.” In 2008, “Kii Kuniya Bunzaemon” won the ISC (International Sake Challenge). In 2017, at the first competition held in France, “Kura Master”, where the French choose a sake that is suitable for French cuisine, “Junmai Daiginjo Kii Kuniya Bunzaemon Aiyama used a full range of sake rice. Aiyama. Won the Platinum Award.

Nakano BC Co., Ltd. Nagahisa Residence Garden

On the other hand, “youth quitting alcohol” has made progress, and the sale of sake has been particularly sluggish. As a breakthrough, we have studied the commercialization of a variety of “cocktail plum wines”. Thanks to trial and error, sales in the plum wine category increased about 25 times in the five years from 2004 to 2009, making it a major rejuvenation change. What is the reason behind capturing demand and creating hit products?

A wide variety of products take advantage of the characteristics of Wakayama companies

Speaking of Wakayama prefecture, this is the number one producer of sea urchins in Japan. Nakano BC Co., Ltd. has been producing plum juice and plum wine since the Showa period to use local ingredients and spread their quality.

“At first, plum wine sales did not grow as expected, but since the 1970s we have released a series of confident works such as“ red plum wine, ”“ honey plum wine ”and“ wine green tea plum ”. Around 2003, green tea and plum wine became the focus of attention due to the growing awareness of health. The number of raw sake tanks has more than quadrupled, and it remains a popular product. “

Plum liqueur, whose sales gradually increased, then started making plum cocktail wine in 2010, focusing on plum wine starting to become popular with women.

“We recently developed plum wine using fruits and vegetables and plum wine can enjoy the aroma of cherry blossoms. Local fruits like blueberries, strawberries, plum wine using hassaku, plum wine using hassaku using local Sansho specialties, domestically produced We have commercialized more than 4 items per year to meet a wide variety of needs, such as those using Yuzu and Shikuwasa. There are about 40 types of plum wine.

The base of sale are “Red plum wine”, “Honey plum wine” and “Green tea plum wine”, produced from the Showa period. It is followed by refreshing plum wines such as “Kishu no Yuzu plum wine” and “Kishu no Hassaku plum wine”. After all, I think the sales increase only with the total number of products. “

Technology creates a smooth increase in production and a skilled taste

The reason why cocktail plum wine has been so successful is, first of all, that we are able to deliver the right proportions and increase the yield. Then, while enduring the “I can’t sell plum liqueur locally” dilemma because of its origin from Ume, the taste has been refined through trial and error.

“Processing of ume is only possible if we have links with the agricultural cooperatives and farmers in Wakayama.” “Plum cocktails” have boosted sales for a few years, but that’s also because the ume supply system is already in place.

We also have an in-house laboratory for quality and taste, and are equipped with the facilities for product development. Therefore, our strength is that we have a department with know-how that has been involved in plum wine since 1979. I have always been aware that “a plum wine cannot be made at home” for those who have With good taste, you can buy plum wine in the seaweed production area ”

Furthermore, we analyze that changes in plum wine culture also lead to the success of “plum wine cocktails”.

“There has been a change in the way we drink plum wine, and from the old” drink one cup of plum wine “before, we can drink both during and after a meal. We are missing a home. production in accordance with such market trends “. Maybe, it hit customers because we increased the quantity of production, commercialized it according to the needs of the customer, and did not make the product.

We pride ourselves on plum wine because we are Wakayama company in an environment where we can handle locally grown wine. I think the main reason to increase sales is that these market movements are in line with our manufacturing operations. “

Plum wine will become an authentic product, a new challenge to making gin made from Wakayama ingredients

Currently, the number of exports

Plum wine is on the decline in the market, and it can be said that genuine plum liqueur is returning to its starting point.

Export: Under the Alcohol Tax Law, alcoholic beverages must be taken out of the factory.

“The plum wine boom has started, the number of competing products has increased and the market share of ume in general has subsided. I am thinking of moving on.

Specifically, we will go back to the origin of Wakayama’s ingredients and focus on authentic products like Kishu Umeshu Beninankou and Gekko, especially on the taste of ume.

We are also focusing on other categories as the market is quiet due to the continued demand for plum wine in general. Recently, “Craft Jin” has gained attention in the wine industry. And since distilled alcohol is the source of our company, we have developed a new product with a high level of originality. “

On November 1, 2017, we released a handcrafted gin using Koyamaki, an evergreen coniferous tree commonly found in Mount Takano. Using shochu (distilled wine) that the founder started out as a sake brewery, Japanese and Wakayama craft gin “Maki-KOZUE-” was born in accordance with the present era.

This is a handcrafted gin from Wakayama prefecture that combines Wakayama ingredients such as Koyamaki leaves, Wenshu orange peel, lemon peel and Sansho seeds with juniper, so it has been well-received overseas.

Draw a future with unique manufacturing that takes advantage of the features of the region

Nakano BC Co., Ltd. has grown by capturing the needs of the times. In the future, we plan to develop overseas markets and further strengthen our foundation in Japan.

“As with handmade gin, in recent years there has been a trend toward high alcohol wines such as whiskey and gin. Many drinks (short for Drink) have temperatures above 10 degrees Celsius, and the market is changing as the Japanese prefer to drink at gradually lower levels. “

I also feel that overall alcohol consumption will decrease in the future as young people move away from alcohol and age. “For that reason, we are also focusing on overseas expansion. I think we should develop our uniqueness in Japan and commercialize regional-specific sake.”
“Plum wine itself is a category that pursues our uniqueness, and” Maki-KOZUE- “released in 2017 is also a product using Wakayama ingredients, mainly Koyamaki from Wakayama.” Maki-KOZUE- “Positioned as the product when the” Fujishiro Distillery “brand first came out, and we are thinking of increasing the number of Fujishiro Distillery brands in the future.”
“We will continue to aim to create unique products that meet the diverse needs of our customers,” Nakano said. In addition to alcohol, the company also processes aromatic oils made from Wakayama’s ingredients. The perspective goes a step further when not only looking at alcohol but also other industries that will capture the needs of the times.