Yutaro Kobayashi CEO, J.Kobayashi Co., Ltd.

The reason we launched SAKE INITIE comes from countless conversations we have had with people around the world while working in the field of international sake trade.

As we visited overseas markets and talked with people over shared glasses, we heard the same words again and again:

“Sake seems difficult.”
“I don’t know how to choose.”

At the same time, we saw something inspiring.
When we explained just a little about how to enjoy sake — its ways of drinking and its background — and offered a slightly different way to encounter it, people’s expressions changed.
“This is delicious.”
“I want to know more.”
We saw their eyes light up again and again.

Through these experiences, we became convinced of one thing:
Sake should feel open and approachable to everyone, not just a select few.

As we continued working on this project, we made another realization:
the sense of hesitation felt by people overseas who had not encountered sake before — and the sense of “I’m not sure I like it” or “It feels intimidating” expressed by people in Japan — were surprisingly similar.

Then a question emerged:
What if we could update sake — not as something “for those who already understand it,” but as something that fits naturally into someone’s everyday life?

From that desire, SAKE INITIE – Neo Trad Rabbit was born.

Aroma, flavor, drinkability.
Design, price, accessibility.
We have carefully refined every element together with the brewery so that this bottle fits naturally into modern lifestyles.

For people around the world.
For people in Japan.
We would be truly honored if SAKE INITIE becomes something that those who once felt distant from sake can now confidently say,

“This is the one I like.”

Thank you very much for taking the time to read our thoughts.
We sincerely hope to continue expanding the world of sake together with you.

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