For anyone unfamiliar with Japanese sake, choosing that first bottle can feel a little daunting. NEKOSAKE was created to make that introduction much simpler, colder and friendlier. All wrapped in one particularly memorable cat!
Cubed3 speaks with Neko Sake co-founder Kei Nakajima about the story behind the brand, the influence of Hokkaido’s snowmelt water and why making sake approachable for newbies has always been central to its mission. Nakajima also discusses the growing appetite for sake at the Hyper Japan Festival, connections to games, anime and wider Japanese culture, plus the misconceptions surrounding the drink.
Adam Riley, Director at Cubed3: For readers discovering Neko Sake for the first time, what makes it different from other sake brands?
Kei Nakajima, Co-Founder of NEKOSAKE: NEKOSAKE is probably the lightest bodied Japanese sake on the market- at least we were very much so back in 2016 when it was launched. Recent years many breweries follow the trend of making sake lighter than it used to be where the golden % was set at 15.8-16.8% in alcohol which we thought a bit heavy on the 1st time sake drinkers.
Adam Riley: Neko Sake is closely associated with Hokkaido and its snowmelt water. How does that influence the character of the drink?
Kei Nakajima: The above mentioned lightness is greatly due to the brewing water we use which is the snowmelt water from the highest mountains of Hokkaido called Mt. Taisetsu. 80% of sake is water, so it is essential to get this right and we believe Hokkaido can do so without a fail- Hokkaido is that triangle shaped island on the north of Japan’s map where all the “good” food of Japan comes from thanks to the vast land & nature quite away from pollution or over-population.
Adam Riley: Many people outside Japan find sake intimidating. Was making sake more approachable always part of the vision behind Neko Sake?
Kei Nakajima: Absolutely. Probably it was the top priority when we were creating the brand which was achieved by the light & fresh taste, always asking people to drink it icy-cold as well as the fun design and branding. Unlike any other Japanese sake brand, we purposely do not talk about the details of our sake- cutting all the technical information to be less intimidating (hopefully).
Adam Riley: Your branding feels playful and welcoming, and even small touches such as the Neko Sake cat merchandise help create a community around the brand. How important is that sense of connection compared with simply selling a drink?
Kei Nakajima: We wanted to be a fun, pop and approachable brand so the cute NEKO (cat) design side of it helps a lot to connect with the new audience of sake both outside and inside Japan. Within Japan, our target is the younger generation who does not know much about sake- just like myself 15 years ago when I entered sake business without previously having had a single drop of sake.
Adam Riley: This was your fourth year at Hyper Japan, I believe. How has the audience changed since you first started attending the festival?
Kei Nakajima: Yes! Each year we feel the guests were less afraid of trying the sample sake and somewhat more eager to experience it. This shift in a short period of time is unseen anywhere else. We expected around 600 people for tasting initially but blown off by the result of almost 2500 people trying in the end. Our stall was always crowded!
Adam Riley: Many Cubed3 readers discover Japan through games, anime and pop culture. Do you see sake as another gateway into Japanese culture?
Kei Nakajima: Yes! If you are careful enough you will see a sign of sake everywhere in games, anime, mangas and films. Sake is the Japanese culture. Even if you do not drink it, you are consuming Japanese sake actually a lot because every Japanese cooking contains sake.
Adam Riley: What is the biggest misconception people have when trying sake for the first time?
Kei Nakajima: That (it happens a lot in UK and Europe) it is a very strong drink like tequila or vodka. So we always explain that sake is a fermented alcohol, not distilled. We are a wine and beer family.
Adam Riley: Many people approach games, anime and even food through a sense of discovery and collecting. Do you think sake is increasingly being enjoyed in a similar way, with consumers exploring different styles and flavours rather than committing to a single bottle?
Kei Nakajima: Yes! As a sake consultant when I give sake training around the world, I always tell people, do not worry if you do not like those sake you try today. Because there are 2 million more sakes out there for you to discover. Sake is not 1 drink. Just like wine sake has so much tastes and varieties so you will eventually meet your favorite sake in your lifetime. I hope people find this journey of sake discovery something enjoyable.
Adam Riley: How do you balance preserving the traditions behind sake with attracting completely new audiences around the world, and where would you like to see Neko Sake in five years’ time?
Kei Nakajima: NEKOSAKE wants to be the 1st sake you will ever try so the person will be left with the idea of “sake can be quite easy to drink and it was not bad as initially expected at all”- then that is a big success for us. There are so many amazing sakes and breweries out there for you to discover so if we could bridge those gaps, we would be most happy. Of course NEKOSAKE’s brewery is very traditional and artisanal just like 90% of the other sake breweries are in Japan. That and excellent quality are such a given in Japan luckily so we can fly much further with that strong confidence and backbone.
Adam Riley: Why cats? What is the story behind the Neko Sake identity?
Kei Nakajima: My nickname was NEKO in many different languages. So I called it NEKOSAKE as I did not want to put my name nor face out, wanted to stay behind the scenes so this cute cat character can take off.
Adam Riley: If you could choose one game character, anime character or pop-culture icon to become an unofficial Neko Sake ambassador, who would it be and why?
Kei Nakajima: Hello Kitty as it is the most famous NEKO character from Japan or Hatsune Miku as we are both from Sapporo however both not quite possible to collaborate as they are underage!
Adam Riley: What aspect of Hokkaido do you most wish international visitors could experience for themselves?
Kei Nakajima: Relaxed mood of it, utterly different from rest of Japan.
Adam Riley: What has been the most unexpected place in the world where you’ve encountered a Neko Sake fan?
Kei Nakajima: When I was visiting REIF KUSHIYAKI restaurant in Dubai where NEKOSAKE is on menu and was chatting with a Polish beverage manager who told me her family member had just spotted NEKOSAKE in a rural town of Australia at Dan Murphy’s. So random but I love when the world connects just like that.
Adam Riley: At Hyper Japan, what generated the strongest reaction: the sake itself, the Hokkaido connection, the Neko branding, or something else entirely?
Kei Nakajima: NEKO character won over anything else. We have a lot to thank for to NEKOSAKE designer Arch. Camilla Tomasi.
Adam Riley: When someone tries Neko Sake for the first time, what do you hope they take away from the experience beyond the flavour itself?
Kei Nakajima: That I hope NEKOSAKE was there when that person was having fun with friends or enjoyable moment to herself / himself.
