Asahi Shuzo Rebrands to Iconic Sake Label Dassai in Strategic Name Change.

Published on 22 Feb 2025, by Shin Min-Hae | JAPAN.

In a strategic move blending tradition with brand strength, renowned Japanese sake producer Asahi Shuzo Co., Ltd. has announced it will officially change its corporate name to Dassai, the name of its internationally acclaimed sake label. The change marks a pivotal moment in the company’s evolution, aiming to unify its corporate identity with the globally recognized product that has become synonymous with modern premium sake.

Founded in Yamaguchi Prefecture, Asahi Shuzo has long been a respected name in Japan’s sake industry. However, it was the Dassai brand—particularly known for its ultra-premium Junmai Daiginjo sakes—that elevated the company to global fame. With its clean, refined flavor and a philosophy rooted in innovation and accessibility, Dassai has become a favorite among connoisseurs and newcomers alike.

Recognizing the overwhelming brand equity Dassai holds both domestically and abroad, the company saw an opportunity to simplify and strengthen its identity by aligning the corporate name with the brand most associated with its excellence.

“Changing our name to Dassai reflects our commitment to a future where quality, innovation, and global recognition are seamlessly tied to one name,” said President Kazuhiro Sakurai in a statement. “It’s a natural progression that better represents who we are today.”

The rebranding does not mark a shift in values but a deeper alignment with the company’s mission: to bring sake into the global spotlight as a world-class beverage. Dassai has consistently championed a modern approach to sake-making—embracing technology, transparency, and international collaboration, including its recent expansion into the U.S. market with a brewery in Hyde Park, New York.

By adopting the name that already carries such strong recognition, the company is poised to strengthen its global footprint while remaining rooted in its cultural heritage.

The name change will be implemented across all corporate communications and branding materials, but for consumers, the experience will remain the same: exceptional sake crafted with precision and passion. Retailers and distributors have welcomed the move, viewing it as a savvy branding decision that will further elevate Dassai’s prestige.

As the global interest in Japanese cuisine and beverages continues to rise, Dassai’s name change signals a brand ready to lead the next chapter in sake’s international journey—not just as a drink, but as a symbol of modern Japanese craftsmanship.