Unveiling of the Corporate Logo

Minamiuonuma City is a place of pastoral beauty situated at the foot of sacred Mount Hakkaisan, and it is here in 1922 that a small sake brewery was founded: Hakkaisan Brewery. Based on a desire to serve the people in his community, founder Koichi Nagumo enthusiastically pursued his sake-brewing endeavors. Kazuo Nagumo, the second-generation brewery head, continued this passionate pursuit based on a mission to deliver better sake to an increasingly wide range of customers, and his hard work laid the foundations for today’s Hakkaisan Brewery. Inheriting the passion and pioneering spirit toward sake-brewing of our predecessors while applying our deep-reaching knowledge and techniques in the areas of rice, koji and fermentation, we have set about producing beer, shochu, amazake and whisky products that possess the unique characteristics of Hakkaisan.

Today, we strive to ensure that ours is a company which has no end. To realize this goal, we take on new challenges and pursue growth and change in a bold manner. Furthermore, we always remind ourselves that each and every employee is an invaluable asset to the Company.

In celebration of our 100th anniversary, we have designed a new corporate logo for the Hakkaisan Brewery Group which serves as a symbol of the global future we envision for ourselves which we are determined to achieve. Moving forward, we will use this logo on all of our products and in all of our business endeavors to raise awareness of the Hakkaisan brand which we have inherited from our predecessors.

Recent times have seen the proliferation of relatively generic, smooth-flowing, inorganic brand logos. The new Hakkaisan logo, however, has been designed with a bolder expressive feel. Every sake, no matter where it is brewed, has its own defining characteristics, which are what make people grow fond of and attached to individual brews; My goal was to express this feeling of distinctiveness through the new logo's typeface.

Hakkaisan is a well-known sake brand from Minamiuonuma, but we have now expanded the scope of our endeavors to include shochu, beer, whisky, gin and various other types of alcohol. Therefore, it was necessary to create a logo which could be used on the packaging for any one of these products without feeling out of place, and I am excited to see the logo put to use on an increasingly wide-reaching scale as the company unifies their various sake and other alcohol products under the new brand look.