Guided by the Past, A Father and Son Shape Their Sake Brewery’s Future

A Young Brewer Sets His Sights on the Future

Among the many breweries in Kyoto’s Fushimi district, one of Japan’s top sake-producing areas, the long-standing Masuda Tokubee Shoten stands out as the cream of the crop for brewing premium sake by hand since its inception in 1675. 

In 2022, chairman Tokubee Masuda the 14th appointed his son Junichi, the brewery’s 15th-generation head, as his successor. Junichi was 29 years old when he first assumed the role of Masuda Tokubee Shoten’s president and CEO. In his university years, he spent some time studying in the United States. After returning to Japan, he worked at an advertising agency before returning to the family brewery.

Carrying centuries’ worth of tradition on his shoulders, 15th-generation head and president/CEO Junichi Masuda bravely takes on new challenges

Junichi says, “Honestly, I was surprised when my father asked me to take over as president, but I knew that it would happen someday. I already had a vision of sorts of what I wanted to do with the brewery in the future, so when I was offered the position, I thought, ‘Now’s my chance! I have to go for it!’”

Sensibilities cultivated through cross-cultural encounters help shape the brewery’s future

Through his encounters with people of various cultural backgrounds, Junichi realized that despite the fact that sake is a symbol of Japanese culture, many things about it are still not that well-known overseas. “In America, I had some surprising experiences like drinking shots of sake,” he shares. “Thus, I believe that it’s not just a matter of simply releasing new products. It’s also important to think of how to convey Japan’s sake culture to the world.”

Junichi applies the creative flair and eye for design that he cultivated during his time in the advertising industry to Masuda Tokubee Shoten’s branding and overseas expansion efforts. By adding a touch of contemporary sensibilities to the foundation established by his father’s generation, Junichi takes his family’s brewery to new heights.

Not Just Preserving Tradition: The 14th-Generation Head’s Ideas for the Future

Drawing from his many years of protecting the brewery’s legacy, chairman Tokubee Masuda the 14th encouraged his son by telling him, “You’ll be able to do more interesting things with the brewery if you take over while you’re young.” Looking at Junichi warmly, he says, “Of course, there may be clashes in opinions at the beginning, but it’s important to make lots of mistakes, then learn from them early on. All these lessons learned will surely pay off someday.”

Tokubee Masuda the 14th has guided the brewery as its chairman for a long time

“While traditions should be preserved, people’s tastes and preferences, including what they consider delicious, change with the times. Since our goal is to create sake that everyone will find delicious, I wanted to pass the brewery down to the next generation while I still could. I want to infuse new ideas and young, modern sensibilities into the brewery to be able to make creative new developments,” explains Tokubee Masuda the 14th.

Precious furuzake (well-cured sake) in special porcelain jars mature quietly in the brewery’s aging cellar

Tokubee Masuda the 14th has always emphasized the balance between timeless aesthetic sensibilities and the courage to change. Rather than resting on tradition, he constantly keeps up with changing times, with the aim of passing down a clear legacy to the next generation. Truly, he embodies “onko chishin,” a saying that roughly translates to “looking to the future by learning from the past” — a mindset that lives on in Masuda Tokubee Shoten.

Conceptualizing Masuda Tokubee Shoten’s Present and Future Together, as Father and Son

As the 14th- and 15th-generation heads of the brewery, the Masuda father and son, striving to create quality sake for the next generation, exchange ideas and opinions daily at work. But though their views may clash at times, when it comes to the big picture, they are on the same page. “At the root of it all is the desire to improve the brewery and to create better sake. Thus, I think it’s fine to have as many discussions as necessary,” says Tokubee Masuda the 14th.

Both father and son never take their eyes off the ultimate goal: the unchanging pursuit of deliciousness

Though the two exchange ideas quite seriously at work, in their daily lives, they are not just father and son, but also good friends who sometimes go out for drinks together. Junichi says with a laugh, “Ultimately, all we talk about is sake. We share information like, ‘That brewery’s new sake is fascinating’ or ‘We should take on this kind of challenge next time’. For us, sake has become an everyday part of our lives.”

A sugidama (cedar ball), a longtime symbol in the world of sake brewing, hangs from the brewery as a traditional way to announce that new sake has been successfully brewed

Junichi adds, “While carrying on a legacy that has been preserved and passed down across generations, I want to add fresh perspectives of my own. As I honor tradition, I want to figure out how to reshape the brewery in anticipation of the future.” Exuding quiet but passionate dedication and hope for a new era, his words resonate across generations.

Fushimi Sake: Brewed by Hand, From the Heart

When it comes to sake brewing, Tokubee Masuda the 14th has always valued people above all else. He explains, “Sake is not something that a brewery can create on its own. A single glass of sake is the culmination of dedicated artisanship by many people: the farmers who grow the rice, the craftspeople involved in the brewing, the local community, and, of course, the customers who support our sake. This is why valuing people, above all else, is a core principle of ours.

The father and son planting rice alongside farmers they work with, as part of their efforts to cultivate sake rice

Although many sake breweries today have embraced industrialization and mass production, Masuda Tokubee Shoten continues to spare no effort to brew sake in a way that skilfully utilizes nature’s rich potential and values the labor of human hands. For the brewery, this is not just about preserving tradition; it is also a culture of passing down the humanity behind the sake.

With an air of mutual respect, the two Masudas continue moving toward a new era of sake brewing

As the brewery’s 15th-generation head, Junichi continues to embrace new challenges with this perspective in mind. He says, “With a particular focus on the human connections that our brewery has treasured for generations, I want to deliver new value to people around the world through sake. Thus, I will continue aiming to make delicious sake.”

A Challenge for the Next Generation: Introducing Sake Culture to the World

The 14th- and 15th-generation heads aim to spread awareness of Masuda Tokubee Shoten’s sake around the world and to promote sake as a cultural experience. “For people overseas, sake is not just a drink to savor. It can also be a window into culture. We hope that people can fully immerse themselves in the world of sake and embrace its appeal in the process,” they say.

A selection of sake-related ukiyo-e woodblock prints from Masuda Tokubee Shoten’s art collection

The company also offers brewery tours that serve as opportunities for guests to fully experience Japan’s sake culture with all five senses. On these tours, guests will be walked through Masuda Tokubee Shoten’s brewing process, perfected and passed down through generations. They will also sample nigorizake and furuzake (well-cured/aged sake), admire sake-related ukiyo-e woodblock prints and other works of art, and learn how the shape and material of sake vessels affect the flavor and aroma of sake.

Through Masuda Tokubee Shoten, you can discover new ways to enjoy sake, such as drinking sake from a wine glass

By harmoniously combining tradition with new sensibilities, the Masuda father and son embrace new challenges while walking toward the future: to the next generation of sake culture.