Corporate Original Sake Production <Sake Served at a Construction Trade Fair in Germany>

Company A, preparing for its first appearance at the world's largest construction trade fair held in Germany every three years, commissioned bien to create a corporate original sake. Hearing that their customers are rebar construction companies, we placed the label low to evoke a foundation and convey stability, and used silver foil on black to express the strength of rebar. For the sake, we selected a junmai (純米) with a soft flavor that is easy for people overseas to appreciate.

Below are the comments we received from Company A after their return.

"We had heard that at overseas trade fairs, companies serve drinks at their booths, so we had bien make our own sake for the fair. With 3,423 companies from 58 countries exhibiting and 580,000 visitors from 200 countries, it was the world's largest trade fair—truly like a world expo. Italian companies set up wine cellars and German companies beer servers at their booths, and drinks played an important role. We too served sake to people from many countries.

Many people had never tried it before, and conversations flourished with comments like "It's delicious—what fruit is this?" It was a great success. The business was also a huge success, and I think the sake played a good role as a lubricant. Going forward, I feel it's important for companies to keep a global perspective while also expressing their national identity. Domestically too, it seems it will be useful in many ways—for New Year's greetings, gifts on business trips, celebrations when delivering machinery, and novelties.