The first sake ‘aha’ moment happened in the prefecture of Niigata, Japan. Known for its rice, cultivated by the talented farmers over centuries to be the best in the world, there was never going to be anywhere else but here.
Late one autumn, with the last remnants of reddish brown leaves still clinging on to the trees, we visited a sake brewery for the first time. As with most Japanese establishments, it was not a famous brewery, at least not famous in the way that some of the huge Japanese conglomerates spread their worldwide influence.
No, it was a brewery with a century of heritage behind them, of countless men and women toiling over the fields, transforming precious grains into something even more precious: sake.
It was that sake that, with the first caress upon our tongue, opened up into a bouquet of ripe peach and honey, of spring’s citrusy embrace, mellowing into a crystal clear finish that tasted of purity and life. There was a stunned silence between us, each having his own appreciation of the perfection that we had just experienced.
This was the ‘aha’ moment, the moment we knew we needed to bring Japan to the world, because experiences like these should never be kept solely to ourselves.
This was the moment Senshin was born.