Tokyo Jizake Strolling (The Fate of Sake)
By Ryuji Takahashi
My jizake (local sake) specialty shop celebrated 9 years in business, thanks to the support of my customers. Nine years passed since I met Mr. Eizo Musya, my mentor in the jizake industry, after working for many years in the restaurant industry. Mr. Musya shared his expertise in sake and introduced me to a sake brewery, where I was initiated into the world of sake brewing. I opened a sake shop in the town of Hatsudai where I knew no one in February 2016. My shop also survived the coronavirus pandemic. The first nine years of business passed quickly.
Children born to customers when my shop opened are now attending elementary school. My niece who was in elementary school at the time is now in college. Not surprisingly, my hair is turning increasingly white. Despite having started my business with no experience, speaking with sake breweries and senior industry professionals over the years trained me to converse like a veteran sake shop owner. Thanks to the advice I received from the sake brewery, I never thought about expanding my shop, but remained focused on steady management. Although I may not generate significant profit, I can also avoid significant losses.
Children born to customers when my shop opened are now attending elementary school. My niece who was in elementary school at the time is now in college. Not surprisingly, my hair is turning increasingly white. Despite having started my business with no experience, speaking with sake breweries and senior industry professionals over the years trained me to converse like a veteran sake shop owner. Thanks to the advice I received from the sake brewery, I never thought about expanding my shop, but remained focused on steady management. Although I may not generate significant profit, I can also avoid significant losses.
How could I establish a base of regular customers for my shop in a land where I know no one? It took 9 years to build my base of core customers. In February, I was finally able to invite my regular customers and acquaintances from my previous place of employment to a client’s izakaya restaurant nearby as the venue to celebrate this milestone. Looking back, I was introduced to a publication that introduces sake, went on radio and TV shows, conducted seminars for various corporations and organizations, wrote a column for several publications, and gained various valuable experiences outside of selling sake. I never would’ve had these experiences had I worked as an ordinary businessman.
The more one learns about sake, the more one realizes that sake is not savored with your brain, thus less things are said over time.This is because sake is savored by your tongue and liver. However, fads exist among sake fans, which now change at faster speeds, it’s getting harder to keep up. I’d soon like to switch to selling sake in a calmer environment where I am free to drink, enjoy, and sell sake at my own pace, far removed from following fleeting fads in sake brands and types of sake.
Attending events where many sake breweries exhibit various sake brands gets tiring. I may appear less motivated at first glance; however, I was grateful to welcome so many guests who came to celebrate my business anniversary. I feel compelled to express my deep gratitude to all my clients who appreciate my taste in sake. The next milestone for my shop will be our 10-year business anniversary. Sales are still not extraordinarily high, but steady. However, I remain steadfastly committed to serving the most delicious sake possible to the residents of Hatsudai.
東京地酒散歩（日本酒の縁）
おかげさまで、私の経営する地酒専門店が9周年を迎えた。ずっと飲食の世界で働いた私が地酒の伝道師である武者英三氏と出会い、日本酒のノウハウを伝授され、酒蔵を紹介され、日本酒の世界に外堀を埋められ、2016年の2月に全く馴染みのない初台という町に販売店をオープンし、コロナ禍を経験し早9年。オープン時に生まれたお客様の子供も既に小学生。小学生だった姪も大学生。そりゃ私の白髪も増えるはず。門前の小僧習わぬ経を読むという感じで、未経験で始めた商売が酒蔵や先輩方の話を聞いているうち、いつの間にか酒販店のオヤジ風な話し方が出来るようになっていた。酒蔵のアドバイスでオープン当初から発射台は低めに設定し、飛行高度も地面スレスレを意識していた。そうすれば大きく儲からないが、落下したときの痛手も少ない。
しかし、所縁の無い土地で、そんな商売で常連様を作ることが出来るのか。コアな常連様を作ること９年。そしてなんとか今年の2月に近所の取引先の居酒屋で常連様や前職の飲食業のころからの知人も呼んで宴会を催すことが出来た。思い起こせば、日本酒情報誌に紹介していただいたり、ラジオに出たりテレビに出たり、色々な企業や団体の依頼でセミナーしたり、いくつかの紙面にコラム書いたりと酒を販売すること以外も色々と経験させてもらった。普通に会社員をしていたらこんな経験は出来なかっただろう。
そして、日本酒の世界は学べば学ぶほど、頭を使う嗜好品ではないという方向に進んでいくので、語ることは少なくなっていく。なぜなら、自分の舌と肝臓で感じる酒であると思うからだ。しかしながら、愛好家達の流行りが存在し、段々その流行りの移り変わりもスピードが速くなってきたので、着いていけなくなってきたというのもある。そろそろ、日本酒のタイプの流行りや銘柄の流行りの世界から切り離された、ゆるゆる飲める、落ち着いた世界の日本酒販売に切り替えていきたい。
沢山の酒蔵や銘柄が並ぶイベントなども人込みに紛れると疲れてしまう。そんな一見やる気の無いような私の店の周年に沢山の人が集まってくれて、皆で宴会が出来たことはとても嬉しかった。私の日本酒感に賛同してくれている人達が沢山いる事にも感謝しかない。次は１０年の節目がやってくる。相変わらずガツガツした商売はしていないが、初台という町の住民に少しでも美味い酒を飲んでもらいたいと思う気持ちは変わらない。