[PR Agency Style: How to Create News] Connecting with Non-Sake Users! What is the New Sake Experience Created by Asahi Shuzo’s “Kubota” in Collaboration with Hotel Chinzanso Tokyo?

Hello! I am Ikumi Suda from the 1st Division of the Public Relations Business Headquarters at SUNNY SIDE UP.

In this article, I would like to introduce the PR activities for Asahi Shuzo’s “Kubota,” which I am in charge of, and a case study of PR information development that successfully generated buzz and created touchpoints with new target audiences through a cross-industry collaboration!

What is Asahi Shuzo’s “Kubota”?

Asahi Shuzo was founded in 1830 in the Koshiji area of Nagaoka City, Niigata Prefecture. The brewery is surrounded by rice paddies and satoyama landscapes, making it a beautiful location that reflects the rich expressions of the four seasons.

For nearly 200 years since its founding, the company has continued to engage in sincere sake brewing with a focus on Niigata-grown ingredients. This is achieved through the use of soft water from clear underground veins flowing through the grounds, high-quality sake rice cultivated through ongoing research with local farmers, and technological innovation based on fundamental research and wisdom inherited from the Koshiji Toji (master brewers).

“Kubota” is one of Asahi Shuzo’s flagship brands, established in 1985. It is a name that even those who are not particularly fond of sake have likely heard at least once.

At the time of its launch, the sake industry was actually embroiled in low-price competition, and there were concerns about consumers moving away from sake. Asahi Shuzo took on the challenge of developing “Kubota” with the mission of providing high-quality sake at an appropriate price. While sweet sake was preferred at the time, the company anticipated changes in the era, such as labor environments and dietary habits. Through repeated experimentation, they created a new direction called “Tanrei Karakuchi” (crisp and dry). Having established this new flavor profile, Kubota continues to pursue sake that everyone recognizes as delicious, taking on challenges appropriate for the changing times.

Brand Renewal for the 35th Anniversary! Introduction of Activities

In 2020, coinciding with the 35th anniversary of Kubota’s launch, the brand underwent its first renewal. The current lineup consists of an impressive 17 varieties (as of August 2021)! In recent years, products such as the brand’s first liqueur, “Kubota Yuzu Liqueur,” and the 0% alcohol “Kubota Koji Amazake,” which can be enjoyed by anyone, have been introduced. This allows people to enjoy various types of Kubota according to the preferences and occasions of different generations.

SUNNY SIDE UP has been in charge of PR for Kubota since 2019, undertaking various initiatives to help more people learn about and enjoy sake.

Today, I would like to introduce our most recent activity: the “KUBOTA Afternoon Tea,” a collaboration with Hotel Chinzanso Tokyo!

Collaboration with Hotel Chinzanso Tokyo! A Japanese-style Tea Time Scented with Sake: “KUBOTA Afternoon Tea”

Starting Friday, October 1, which is “Sake Day,” we will offer the “KUBOTA Afternoon Tea” in collaboration with Hotel Chinzanso Tokyo. Actually, this collaboration was a project proposed by SUNNY SIDE UP as an opportunity for a new experience without compromising the brand identity of Kubota…!

Providing New Ways to Enjoy Sake and Venues for Experience, Creating Touchpoints for Non-Sake Users

Kubota has proposed various scenarios for those who do not usually have the opportunity to experience sake, such as younger generations and women. These include the launch of “Kubota Seppo,” a sake designed for outdoor enjoyment developed jointly with Snow Peak, and the provision of a limited menu using “Kubota Junmai Daiginjo” in collaboration with DEAN & DELUCA, a food select shop from NY that gathers delicious items from around the world.

Hotel Chinzanso Tokyo, our partner for this collaboration, is a hotel that provides a space and time where guests can experience the spirit of Japanese hospitality and world-class service standards amidst beautiful nature. While it is a traditional Japanese hotel, it has continued to fascinate visitors with innovative initiatives not found in other hotels, such as the “Tokyo Sea of Clouds” garden installation that appeared as a new landmark in recent years and has been featured in numerous media outlets daily. Furthermore, while the number of women enjoying “afternoon tea” as a hobby has increased recently, making it a familiar presence, it is said that Hotel Chinzanso Tokyo was actually the first hotel in Tokyo to offer afternoon tea.

The “Tokyo Sea of Clouds” garden installation at Hotel Chinzanso Tokyo is a must-see!

Both companies have evolved and taken on challenges with the times while valuing Japanese tradition.

To create touchpoints for non-sake users, we planned an afternoon tea at the hotel. This collaboration was realized with the goal of acquiring new sake fans. This afternoon tea features visually beautiful sweets that capture the flavors and characteristics of various Kubota brands.

Six types of Kubota brands are used this time. You can enjoy sweets that make the most of each characteristic!

Kubota has continued to evolve under the motto of progressing with the times while respecting tradition and history. By incorporating the aroma of sake into sweets rather than tasting it as a beverage, and providing an experience to be enjoyed in a special space, we expect to attract sweets lovers and trend-sensitive individuals.

The Highlight for SUNNY SIDE UP! Generating Buzz through Media Relations

In addition to being a first for Kubota to offer afternoon tea, it is also a rare Japanese-style afternoon tea for Hotel Chinzanso Tokyo, differing from the traditional British three-tier tea stand they usually provide.

SUNNY SIDE UP acted as the intermediary between the two companies, striving to coordinate and express each other’s brand identities to generate buzz. We also handled everything from press release distribution to media outreach. After gaining exposure in web media, it immediately became a hot topic on social media. Despite being limited to weekdays, we received reservations for approximately 100 people within just two days of the information being released!

“Kubota Sea of Clouds Whipped Cream,” inspired by the “Tokyo Sea of Clouds” garden installation at Hotel Chinzanso Tokyo.

Furthermore, in August, we planned a tasting event for media representatives and handled the management and invitations. The unprecedented format of the afternoon tea drew high expectations from the media. Once coverage began appearing in the media outlets that interviewed us, the event became fully booked within about half a month after reservations started!

This collaboration perfectly matched the brand identities of Kubota and Hotel Chinzanso Tokyo. it became news that even those who are not sake fans could look forward to.

KUBOTA Afternoon Tea Event Overview

Finally, let me introduce the details of the afternoon tea you’ve been waiting for!

The venue where you can enjoy this unprecedented Japanese-style afternoon tea utilizing sake is “Kinsui,” a sukiya-style restaurant overlooking the beautiful gardens of Hotel Chinzanso Tokyo. Unlike the traditional British three-tier tea stand, this Japanese-style afternoon tea is served in a lovely round two-tier vessel resembling a temari ball.

The beautiful garden can be seen from the venue where you enjoy afternoon tea!

A variety of sweets and savories use “Kubota” for flavoring and taste. The content is designed to be enjoyed not only by sake lovers but also by those who are not usually familiar with sake!

Please check the special website below for more details!

◆ “KUBOTA Afternoon Tea” Special Page
https://hotel-chinzanso-tokyo.jp/restaurant/plan/kubotaafternoontea/