Dassai: Opening a Sake Brewery in the United States
商品編號：W34735
出版日期：2024/06/05
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：sake market;Dassai brand;Asahi Shuzo;premium sake;global expansion;brand management;market entry;product quality;brand image;country-of-origin;consumer perception;luxury products;overseas production;marketing strategy;brand equity;value innovation;ERRC grid;new market;strategic challenges;alcoholic beverages
難易度：4 - Undergraduate/MBA
內容長度：21 頁
地域：Japan
產業：
事件年度：2017
The Japanese sake market witnessed a 40-year decline, fueled by shifting consumer preferences and an aging customer base. Asahi Shuzo Co. Ltd. (Asahi Shuzo), a once-struggling brewery from Yamaguchi, defied the trend with the success of its singular brand of sake, Dassai. By 2022, under the leadership of the founder and chairperson of the company, Asahi Shuzo’s sales surpassed ￥ (yen) 16.5 billion, marking a phenomenal 165-fold increase since 1984. Expanding into 20 countries by 2016, the company aimed for a 50:50 revenue split between sales brought in from its Japanese market and sales brought from its overseas markets. In 2017, Asahi Shuzo’s president and fourth-generation owner embarked on a bold venture—to construct its first overseas brewery in New York. Initially estimated to cost ￥1 billion, by March 2023, due to delays related to COVID-19, the costs increased to ￥8 billion. The opening of the Dassai Blue Sake Brewery in New York in October 2023 raised questions about what the global market’s impact would be on Dassai as a premium sake brand. As the brewery in the United States became a reality, challenges and uncertainties unfolded, shaping the narrative of Dassai’s strategic evolution.
教學手冊：Dassai: Opening a Sake Brewery in the United States - Teaching Note
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