Shanghai, 19 December 2025 – East Meets West Fine Wines (EMW) announces the relaunch of its sake business, following a systematic reorganization of the sake portfolio and a return to the primary selection strategy of intensive brand cultivation, with a focus on premium sake products and breweries rich in heritage and tradition.
Focusing on intensive brand cultivation, EMW keeps four century-old sake breweries.
During the strategic relaunch of its sake business, EMW is committed to a curated and refined assortment, focusing mainly on renowned sake breweries. Each of these breweries boasts a century-long history, a tradition of exceptional craftsmanship, and distinct brewing philosophies. The freshly launched sake portfolio represents EMW's profound appreciation for its history, terroir, and humanistic value.
EMW places particular emphasis on the stories of man and terroir in the new portfolio. Each sake is produced in a distinct region, utilizing local water (such as Sakuramasamune's Miyamizu groundwater, and the pristine water of Mountain Ishizuchi) along with premium local sake rice (such as yamadanishiki). They are precisely crafted by experienced brewers whose expertise has been passed down through generations within their families. This ensures that each bottle of sake is more than just a product; it is evolving into a cultural carrier that represents the essence of the environment and centuries of unwavering dedication.
In the meantime, the portfolio strikes a balance between tradition and innovation. It includes breweries like Sakuramasamune, a 400-year-old sake brewery that made significant contributions to the development of sake by discovering Miyamizu groundwater and cultivating the "Association Yeast No.1", setting the standards for sake production; Yonetsuru, on the other hand, has been dedicated to achieving a higher-level balance of aroma, taste, and finish while maintaining the traditions, becoming a proactive reformer in sake brewing. This guarantees that EMW's new sake portfolio will appeal to customers who appreciate fresh-fruit scents and modern palates, while also satisfying sake enthusiasts seeking traditional, rich flavors.
EMW's strategic relaunch of the sake portfolio is a significant reconstruction of sake culture and quality principles, rather than merely an upgrade in product line. This is achieved through the interaction between people and terroir, as well as the buildup of time and craftsmanship.
Excellence, terroir, and craftsmanship: the three dimensions of a heritage story.
To strategically relaunch the sake business, EMW develops a consumer-centric concept based on three key selection principles: excellence, terroir, and craftsmanship.
Excellence: With over a century of heritage, the sake brewery has made an indelible stamp on the history of sake development.
Terroir: The sake is anchored in its traditional terroir, representing the idea of "a local sake" by using only local water and locally grown sake rice, while incorporating the region's climate and environment.
Craftsmanship: The brewery believes that craftsmanship outweighs industrial production and strives for a distinct flavor.
Founded in 1625, Sakuramasamune was the first brewery to use "Masamune" as a brand name; it discovered the Miyamizu groundwater and its yeast was awarded the "Association Yeast No.1".
Founded in 1697 and with a history of more than 300 years, Yonetsuru used to be the royal sake brewery. It was inherited in 2007 by the new 12th president. Yonetsuru is committed to attaining a higher-level balance of aroma, taste, and finish while still preserving the traditions.
Founded in 1920, Ishizuchi keeps on brewing sake using exquisite water from Mountain Ishizuchi and local rice from the Saijo-Shuso Plain. "To become tastier from the third cup", Ishizuchi is committed to gradually disclosing its tastes through proprietary yeast and meticulous supervision.
Founded during the Bunsei Era (approximately 1818-1829), Nakamura Sake Brewery has undergone nearly two centuries of refinement in Kanazawa City. Deeply rooted in the local terroir, Nakamura upholds the philosophy of "jizake" (local sake) and "local craftsmanship", reflecting its enduring legacy as an integral part of Kanazawa's history.
Future Sake Event Preview
Starting in December, EMW will organize a series of sake events, allowing the sake enthusiasts to fully experience the charm and essence of sake through interactive participations.
EMW will organize a sake-focused tasting with sakes from various breweries and genres. For example, guests can compare the subtle differences between the rich taste of Sakuramasamune sakes and the modern balanced profile of Yonetsuru sakes, or appreciate the intriguing evolution of Ishizuchi sakes - how they "become tastier from the third cup" - to gain a better understanding of sake's diverse flavors.
In addition, EMW will conduct themed sake pairing dinners. Every dinner will concentrate on a single sake style or area, highlighting the flavor synergy and complex layers that emerge when sake is paired with different dishes. Guests will learn the art of sake pairing firsthand by combining superb meals along with premium sakes.
Through the numerous events, EMW is committed to creating an immersive venue that unites businesses, customers, and culture, resulting in a deeper understanding and broader fascination of sake in the Chinese market.
Oscar Nagore, CEO, EMW Fine Wines
"The resurgence of demand for our portfolio - including the distinguished sakes of Sakuramasamune, Yonetsuru, Ishizuchi, and Nichiei - is a testament to the enduring appeal of the craftsmanship in China. We are thrilled to deepen our partnerships and provide fresh, authentic products. We see a significant opportunity ahead, and while we remain enthusiastically cautious and focused on diligent market monitoring, we are fully dedicated to creating an immediate and long-term success story for all four brands."
Sake Portfolio
SAKURAMASAMUNE Masamune Ginjo Genshu
SAKURAMASAMUNE Bonds Well with Beef Junmaiginjo
SAKURAMASAMUNE Association Yeast No.1 Honjozo
SAKURAMASAMUNE Nada's Kiippon
SAKURAMASAMUNE Akiagari Junmai Genshu
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YONETSURU Andante Junmai (300m/720ml/1.8L)
YONETSURU Happy Land Junmai 300ml
YONETSURU Sparkling
YONETSURU No.34 Junmaiginjo
YONETSURU Snow Goddess Super Dry Junmaidaiginjo
Junmai Daiginjo Ishizuchi Masamune
Ishizuchi Junmai Ginjo Omachi 50
Ishizuchi Junmai Ginjo Asahimai 55
Ishizuchi Bimi Himenoai Junmaiginjo
Ishizuchi Tokubetsujunmai Mizuhakoremizu
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Is68 Hyakumangokunoshiro Junmaidaiginjo
Kagasetsubai Junmaidaiginjo
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Nichiei Kikusake
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Kanazawaumeshu Bairi
EMW Fine Wines
EMW is a leading importer, distributor, and brand builder in the Greater China market, working closely with more than 110 family-owned and premium wine estates, sake breweries, and craft spirit producers from 16 countries worldwide. EMW has an unequaled distribution network to top restaurants, hotels, wine shops, online VIP customers, and an exclusive network of distribution covering over 160 cities in China. EMW has been awarded "Best Wine Importer" for 13 consecutive years since 2011 by China Sommeliers Wine Challenge, Golden Prestige Awards and WINE100 Challenge.
Contact
Charlotte GU PR & Communication Manager, Greater China
E-mail: charlotte.gu@emw-wines.com
Juanita YU Marketing Director, Greater China
Tel: +86 (21) 6282 4966/8020
E-mail: juanita.yu@emw-wines.com
Shanghai Office Address: Unit 202, No.664 Xinhua Road, Changning District, Shanghai
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