2020-2021

Business ofJapanese liquor
branding promotion
Business manager

Liquor Tax and Industry Division
National Tax Agency

3-1-1,Kasumigaseki, Chiyoda-ku, Tokyo, 100-8978 ,JAPANTEL. 03- 3581- 4161
Management office

Mitsubishi UFJ Research and Consulting Co.,Ltd.
Consulting Business Division
Holland Hills Mori Tower, 5-11-2 , Toranomon, Minato-ku, Tokyo,105-8501, JAPANTEL. 03-6733-1045
The information desk

Taste and Aroma Strategic Research Institute1-17-24, Shinkawa, Chuo-ku, Tokyo ,104-0033, JAPANTEL . 03-5542-3850

Taking on the challenge ofoverseas markets by utilizing
taste and aroma analysis solution.
Introduction of liquor maker cases.

Business ThemeDeveloping sales channels for Hokkaido wine and craft gin using scientific food pairing

Originality of the Business/ Future Prospects
From 2020 to 2021, we took the following measures despite the severe social

methods.

conditions caused by the COVID-19. We developed a scientific food pairing method forSocial background of the businessmenus for cooperative restaurants that cater to tourists in Tokyo, Sapporo, and other

Hokkaido-produced alcoholic beverages, food pairing menus for each flavor type, andCurrently, the number of wineries in Hokkaido is on the rise. However, Hokkaido wine

cities.

spots and restaurants have not made enough efforts to create a brand that links foodsending out information to tourists, and conducting online business negotiations withdoes not have a high recognition in the global market as much as Japanese wine. Tourist

We have achieved a certain level of success by utilizing SNS marketing methods,

pairing and marriage with Hokkaido's liquors such as wine, sake, and craft gin. On theliquor buyers in areas where we plan to expand overseas.

attention from the world. Many tourists visiting Hokkaido indulge in food such as sushi,

diverse. However, taste evaluation still relies on the subjective opinion of people such as

The objective of this business was to develop Hokkaido wine, craft gin, and sakefood marriages/pairings tailor to individual tastes and alcoholic beverages.

on the appeal of Hokkaido's foods and Hokkaido's sake that match them.

information with Hokkaido sake. It was conducted in collaboration with a research

to measure and quantify the taste of Hokkaido wine, craft gin, and sake. From thisEstablished pairing information is now a powerful strategic approach for providing

other hand, the Hokkaido brand has gained worldwide recognition and attracting

In today's globalized society, consumer tastes and preferences have become moreramen, and soup curry.

sommeliers. If this approach is left unchanged, it will be hard to provide information onbrands. We explored the potential for market development by disseminating information

In this business, we have created the world's first scientifically-based pairing

In this business, we used the world's first taste sensor developed by Kyushu University

institute that has a food pairing analysis method using scientific analysis equipment.

attempt, we succeed to objectively evaluate their flavors and understand their position insake/food to tourists from various countries, disseminating information overseas, andtaste of alcoholic beverages that gives a new perspective to sommeliers and some otherwith unique brands.

craft gin with food and cuisine. We disseminated these findings through SNS and otherpreference. In the case of craft gin, it will be possible to offer products and services thatconsumers.

each country's preference.

and sales channel development. We plan to use them as a new market expansion

sake, which can provide a stable supply of food both domestically and internationally.

the global liquor market. We have also developed an objective index to evaluate thedeveloping sales channels. We have laid the foundation for efforts to expand the marketexperts. We used scientific analysis methods to evaluate the compatibility of wine andFrom the next fiscal year, we can propose menus that match the tastes of each country's

media as new content on food pairing to foreign tourists and domestic/international

are more customized to the target area by developing flavors that match the tastes ofIn the future, we plan to deploy this marketing methods in the fields of overseas export

This method will enable the overseas development of Hokkaido food and Hokkaido

method.

Also, it will lead to the branding of Hokkaido.

A taste sensor measures the marriage in multiple ways.
It is the world's first sensor to measure a taste, jointly developed by Kyushu
University and Intelligent Sensor Technology, Inc. The basic tastes (umami,bitter, salty, sour, sweet, and astringent), which are crucial components of"deliciousness," can be quantified and expressed objectively.

0203

Partner breweries

Sake Data Guidlines
Taste Radar Chart

HOKKAIDO LIBERTY WINE INC.
https://www.hlwine.co.jp/

Kagadantai, Naganuma Town, Yubari District,
HOKKAIDO
TEL. 0123-88-3704

Produces wines mainly from Hokkaido grape varieties. Easy access from New Chitose Airport and Sapporo
City, they plan to build a new distillery in the spring of 2022. Also, they are currently engaged in thecultivation of European and American grape varieties that can compete overseas, aiming to promote businessexpansion. Their management philosophy is to be a corporate group that creates value by thinking outside
the box, without being constrained by stereotypes.
They are promoting initiatives to present the Hokkaido brand to the world 100 years from now.

We have quantified the taste of sake with taste sensors and other devices. The index of sourness,
sweetness, and lingering astringency that stays on the palate will help you find your favorite sake.
*Wine and gin compared to the average of domestic and foreign products.
"Acidity" indicates crispness and cleanliness, "complexity" indicates the complexity of flavors, "astringency" indicates astringent
flavors, "body/mineral" indicates the density of flavors and taste of ingredients, "lingering astringency" indicates lingering
astringency, "stated alcohol" indicates alcohol percentage, and "residual sugar/sweetness" indicates sweetness.

Kiritsubo 2019
Acidity

HOKKAIDO LIBERTY WHISKY INC. /BENIZAKURA DISTILLERY
https://www.hlwhisky.co.jp/

Residual Sugar/Sweetness389-6, Sumikawa, Minami-ku, Sapporo,
HOKKAIDO

ComplexityKey taste

Taste

TEL. 011-581- 4858Statedalcohol

Astringency
Average of white wines(41 products)
Kiritsubo 2019

Craft gin distillery located at Benizakura Park in Minami-Ku, Sapporo. They also produce small lots oflimited edition sake using mainly local ingredients such as Hokkaido kelp, blueberries, lavender, and dried
daikon. Hokkaido liberty Wine is a group company. As a representative of Japanese gin maker, they plan toexpand the distilled spirits from Hokkaido overseas.

Lingering astringency

Body/MineralKey taste

Several varieties of grapes for brewing
from Iwamizawa, Hokkaido.

Aroma information

Full-bodied and crisp.
Aromas of rose and lychee with a refreshinggrapefruit flavor.
Unique aroma is reminiscent of almond jelly, milk,and mixed fruit.

Kobayashi Sake Brewery

http://www.kitanonishiki.com/Aroma

3-109, Nishiki, Naganuma Town,
Yubari District, HOKKAIDO

RoseTEL. 0123-72-1001

A long-established brewery with over 140 years of history. The "Kitanonishiki" brand is recognized not onlyin Japan but also overseas for its high-quality sake production. Achieved "KURA MASTER 2020 Platinum
Award" in the Junmai Daiginjo category. It is famous for its brick warehouses with Western architecture,
which is rare for a sake brewery. Seventeen breweries scattered around the 33,000 square meters site. It is
one of the largest 100-year-old sake breweries in Japan.

Fruity flavor
Acidity

Mariage

Body

Recommended dishes
Pork Ginger

1Acidity

Kinteki Shuzou Co., Ltd.
http://www.kinteki.co.jp/

Grapefruit

JAN code: 4580291570988
Category: White wine
Ingredients: Five varieties of wine-grapes from
Iwamizawa, Hokkaido
Volume: 720ml
Alchohol content: 12.5%

Sandwiches
with steamed
chicken breasts

Kiritsubo 2019
Pork Ginger

Rich and Dense

Mixedfruit

Milk2

Astringency/Rich

The salty and savory
flavors of the steamed
chicken breasts and theacidity of the winecomplement each other.

Acidity

We analyzed the odor usingodor-sniffing GC-MS and captured
the distinguishingly strong
characteristics of it. The results areshown by icons of foods that containthe same odor substances.

Raw materials of the product

How Paring Works

Rich and Dense

Kiritsubo 2019
Sandwiches withsteamed chicken breasts

TEL. 0125 -76-2341

Founded in 1906, it is one of Hokkaido's leading 100-year-old breweries. It is brewed with subsoil
water from the Toppu River, using locally grown rice by the people who live there. The taste is as soft as
cotton and drifts down your body like a gentle float, leaving a faintly sweet aftertaste in your throat.

04

AlmondJelly

Recommended dishes

Astringency/Rich

A combination of acidity,astringency, andrichness. It also goes wellwith sweet and spicy
seasoned Pork Ginger.

71-7, Central, Shintotsukawa Town,Kabato District, HOKKAIDO

Overall taste profiles based onsensory evaluation and tasteanalysis.

We have analyzed sake and dishes
by using a taste sensor, and createda graph of triangles of "rich," "acidity,"and "rich and dense". Based on thebalance of these triangles, an optimalparing pattern is derived.
Richness

Food Pairing Information
An example of a recommended pairing in each categoryof food and alcohol. The choice is based on the resultsof taste sensor analysis and sensory evaluation of tastebalance.

sakedishes

Acidity

Rich and Dense05

Kiritsubo 2019

Miotsukushi 2019
Acidity

Acidity
Residual Sugar/Sweetness

Residual Sugar/Sweetness

Complexity

Taste

Complexity

Taste

StatedalcoholStatedalcohol

Astringency

Astringency
Average of white wines(41 products)

Average of white wines(41 products)

Miotsukushi 2019

Kiritsubo 2019

Lingering astringency

Lingering astringency

Body/Mineral

Key taste

Key taste

Several varieties of grapes for brewing
from Iwamizawa, Hokkaido.
Full-bodied and crisp.

The wine is made with Niagara grapes from the Shinra-go
vineyard in Yoichi Town, Niki Town, and our vineyardin the Maoi Hills. It has a refreshing Niagara flavor.

Aromas of rose and lychee with a refreshinggrapefruit flavor.

The wine is made by using the orange wine method.
It has good tannins, body, and lingering astringency.

Unique aroma is reminiscent of almond jelly, milk,
and mixed fruit.

It is characterized by a mild rose and cassis-like aroma.

Aroma

Aroma
Rose

Fruity flavor
Acidity

Mariage

Body

Recommended dishes
Pork Ginger

106

AlmondJelly

Grapefruit

Sandwiches
with steamed
chicken breasts

Kiritsubo 2019
Pork Ginger

Rich and Dense

Mixedfruit

Milk

JAN code: 4580291570988
Category: White wine
Ingredients: Five varieties of wine-grapes fromIwamizawa, Hokkaido
Volume: 720ml
Alchohol content: 12.5%

Recommended dishes

Astringency/Rich

A combination of acidity,astringency, andrichness. It also goes wellwith sweet and spicy
seasoned Pork Ginger.
Acidity

Body/MineralThe salty and savory
flavors of the steamed
chicken breasts and theacidity of the winecomplement each other.

2

Acidity

Niagara(wine-grape)

Fruity flavor
Acidity

Mariage

Recommended dishes

Astringency/Rich

Carbonara

Body

1Rich and Dense

Acidity

RoseCassis

BananaJAN code: 4580291570889
Category: White wine (orange wine)
Ingredients: Niagara, wine-grape from Yoichi Town,
Niki Town, and Naganuma Town
Volume: 720ml
Alchohol content: 12.0%

Recommended dishes

Astringency/Rich

2

Astringency/Rich

Thailand green curry
The rich green curry andthe acidity of winecomplement each otherto create a taste that willkeep you coming back formore.

The acidity of wine
harmonizes with thecarbonara well, and thesimilarity in taste balance
makes it a perfect match.

Kiritsubo 2019
Sandwiches withsteamed chicken breasts

OrangeRich and Dense

Miotsukushi 2019
Carbonara

Acidity

Rich and Dense

Miotsukushi 2019
Thailand green curry07

Aoi 2019

Yuugao 2019
Acidity

Acidity
Residual Sugar/
Sweetness

Residual Sugar/
Sweetness

Complexity

Taste

Statedalcohol

Complexity

Taste

Statedalcohol

Astringency

Astringency
Average of white wines(41 products)

Average of white wines(41 products)

Yuugao 2019

Aoi 2019

Lingering astringency

Lingering astringency

Body/Mineral

Key taste

Key taste

100% Zweigeltrebe from "Shiripa Hill" in Yoichi, Hokkaido.

The wine is made with Campbell's grapes (98%) fromYoichi Town and wild grapes (2%) from Naganuma Town.

Blackberries and strawberries, with a hint of spice.

The vibrant aromas of wild grapes and Campbell'scharming fruit flavors are harmonious.

This wine has a perfect balance of robust fruitiness,
moderate acidity, and tannic astringency.

Light, well-balanced and dry.

Adopted "the 3rd Etiquette Art Award" Grand Prix
winning work "Fruit" (Mr. Hiroyasu Kosukegawa) .

Aroma

Aroma
Blackberry

Fruity flavor
Acidity
Body

Mariage

Recommended dishes

1

Acidity08

Strawberry

Mixed fruitApple

2

Rich and Dense

Aoi 2019
Chinese-style fried woodear-mushroom and eggs

Acidity

Fruity flavor
Acidity

Mariage

Recommended dishes

Astringency/Rich

Tomato-based pasta
The sourness of the wine
and the richness of thespaghetti complement
each other in a
combination that willkeep you coming backfor more.

Campbellearly(grape)

BananaJAN code: 4580291570995
Category: Red wine
Ingredients: Zweigeltrebe, wine-grape from Yoichi Town
Volume: 720ml
Alchohol content: 12.0%

Recommended dishes

Astringency/Rich

Chinese-style
fried wood-earmushroom and eggs

The wine's firm
astringency and overallrelaxed balance make ita perfect match for rich
Chinese cuisine.。

Body/Mineral

Rich and Dense

Aoi 2019
Tomato-based pasta

Body

1Wild grape

Pineapple

JAN code: 4580291570865
Category: rosé
Ingredients: Campbell, wine-grape from Yoichi Town.
Wild grape from Naganuma Town
Volume: 720ml
Alchohol content: 11.5 %Recommended dishes

Astringency/Rich

2

Astringency/Rich

Octopus and broccoli
with basil sauce

Chicken thighs bakedwith rock salt

The mild acidity andbasil flavors harmonize
with the wine, creating agentle aroma thatspreads through thepalate.

The acidity of the wine
and the juicy flavor of thechicken thighs enhance
the taste of each other.

Acidity

Rich and Dense

Yuugao 2019
Octopus and broccoli
with basil sauce

PearApple

Acidity

Rich and Dense

Yuugao 2019
Chicken thighs bakedwith rock salt

099148 #0101
Craft Gin Original9148 #0303
Triple-Sec Craft Gin
Complexity

Complexity
StatedalcoholStatedalcohol

Bitterness

Taste

Taste

Acidity

Acidity

Body/Mineral

Lingering
bitterness

Average of Gin(30 products)

9148 #0101

9148 #0303

Lingering
bitterness

Lingering
complexity

Roast beef

1Key taste

0101 is a gin made from the standard recipe of the BenizakuraDistillery (Sapporo City). It has a full-bodied and crisp taste.

More than three times as many botanicals are used asin the standard recipe "0101".

Juniper berries, Hokkaido kelp, blueberries, lavender, dried
radish, and dried shiitake mushrooms are abundantly used.

Three times spicier than a strong juniper berry flavor.
"Triple sec navy strength" with a 57% alcohol content.

Also goes well with Japanese food such as grilled mutton dish,roast beef, yakitori, grilled fish, etc.

Ingredients include Hokkaido Hidaka kelp, blueberries,and lavender.

It has a rich taste and is recommended for cocktails such asgin tonics and martinis.

Distinctive spiciness that lingers on the tongue and soft
citrusy aftertaste.

10Herbs

Kelp

Blueberry

Juniperberry

Lavender

Herbs

Kelp

Blueberry

LavenderJAN code: 4573114860144 Category: Gin Item name: Spirits
Volume: 700ml Alchohol content: 57%

Botanical
Juniper Berry, Coriander, Angelica, Cinnamon, ★ Hidaka Kelp, Lemon Peel, ★ Blueberry,★ Dried Radish, ★ Lavender, Cardamom, Clove, Black Pepper, ★ Dried Shiitake
Mushroom, Pink Pepper (★ is ingredients from Hokkaido)

Botanical
Juniper Berry, Coriander, Angelica, Cinnamon, ★ Hidaka Kelp, Lemon Peel, ★ Blueberry,★ Dried Radish, ★ Lavender, Cardamom, Clove, Black Pepper, ★ Dried Shiitake
Mushroom, Pink Pepper (★ is ingredients from Hokkaido)

Recommended dishes

Bitterness/Rich

2

Acidity

1

Recommended dishes

Bitterness/Rich

Pecheur(Dried sea bream)

Rich and Dense

9148#0101
Miso-marinated grilled foie gras

Acidity2

Bitterness/Rich

Yellowtail grilledwith GarlicA pairing of acidity,richness, and richness
that goes well with gin.
As a fact, Japanese dried
fish is popular in France.

A pairing that harmonizes
with miso-marinatedgrilled foie gras, which isbecoming popular inFrance.
Rich and Dense

Mariage

Recommended dishes

Bitterness/Rich

Miso-marinatedgrilled foie gras

09148#0101
Roast beef

Aroma

JAN code: 4573114861004 Category: Gin Item name: Spirits
Volume: 700ml Alchohol content: 12.5%

Rich, dense, and acidity(sharpness) are in perfectcombination. The smoky
taste and the character ofthe gin are in perfectharmony!
Acidity

Lingeringcomplexity

Key tasteJuniperberry

Recommended dishes

Body/Mineral

Average of Gin(30 products)

AromaMariage

Bitterness

Tender fatty fish cookedwith garlic. This pairing
encompasses a richflavor.
Rich and Dense

9148#0303
Pecheur(Dried sea bream)

Acidity

Rich and Dense

9148#0303
Yellowtail grilled with Garlic11

《Kobayashi Sake Brewery 》《Kobayashi Sake Brewery 》

Junmai Daiginjo Kitanonishiki

Tokubetsu
Junmaishu

Kitanoroman

Rich

Rich

Mellow

Mild

Mellow

Mild

Taste

Taste

Sharp

Sharp

Body

Body

Average of Kobayashi Sake Brewery(16 products)

After Taste

Average of Kobayashi Sake Brewery(16 products)

Junmai Daiginjo Kitanonishiki

After Taste

Tokubetsu Junmaishu
Kitanoroman

Key taste

Key taste

Gorgeous aroma andbeautiful taste of rice

Modest umami
with gentle sweetness

Re co mm en de d dis h

Re co mm en de d dis h

Deep fried
horse mackerel

CapreseAdd brilliance to the taste

The sourness matches
well with the sake.

Recommended
dishRecommended
dishSlow cookedmeat & potatoes

12

Jellyfish salad

Coleslaw salad

RatatouilleCabbage rolls

Spaghetti13

《Kinteki Sake Brewery 》《Kinteki Sake Brewery 》

Kitano JunmaishuJunmaiginjo

RichRich

Mellow

MildMellow

MildTaste

Taste

Sharp

Sharp

Body

Body
Average of Kinteki Sake Brewery(12 products)

Average of Kinteki Sake Brewery(12 products)
Kitano Junmaishu

After Taste

After Taste

Key taste

Key taste

A mellow taste obtained
from umami of premiumsake-rice

A rich umami anda slightly dry taste witha smooth finish

Re co mm en de d dis h

Re co mm en de d dis hFrench fries

TimTamThe simple fried potatoes
taste even better.

Finely paired with snacks
or dishes that has astrong taste.

Recommended
dishRecommended
dishCamembert cheese

14

Junmaiginjo

Fried chicken

GaletteYellowtail fishshabu-shabu

Kobu-Jime(Konbu Cured fish)

Caesar salad

15