‘’The Origin is the Destination’’: Creating the first truly international Sake Brand

Marketing Committee

Shiraiwa K.K. is the brainchild of former Dom Pérignon Chef de Cave Richard Geoffroy. Richard has long been fascinated by Sake: its ‘Japanese-ness’ combined to a smooth flow that holds universal appeal.

He engaged in the creation of a company, a brand, a Sake that would try to grow the appeal of Sake by establishing the first truly international Sake brand in Toyama. This seminar is the story of the creation of the company and the brand, told from the co-founder’s perspective on the field.

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