Students, handbag brand team up to make sake(かわいい日本酒つくりたい!福島大生とサマンサタバサ)

Fukushima University students and employees of Samantha Thavasa Japan Limited. aim to launch a sake product in February 2020.(来年2月の発売を目指し、コラボ日本酒造りに取り組む福島大生とサマンサタバサ社員)

 Students at Fukushima University and major Tokyo-based handbag brand Samantha Thavasa Japan Limited are teaming up to brew a sake aimed at the younger generation.
 The collaborative project to mark the company's 25th anniversary was set up with the aim of changing young people's image of sake, while promoting reconstruction in Fukushima Prefecture and the delicious alcoholic drinks made there.
 On the sake project, students from the university's Faculty of Food and Agricultural Sciences and its Okawari farm project, which produces rice, aim to launch their own sake on Feb. 14, 2020 -- Valentine's Day.
 Samantha Thavasa, which sells bags and accessories mainly aimed at young women, has recruited domestic and international celebrities, such as Beyonce, Victoria Beckham and Japanese model Yuri Ebihara, to appear in its advertising campaigns.


 Four students and four young employees of the company participated in a meeting at its headquarters in Tokyo on April 16 and discussed ideas for the sake product, including effective ways to sell it to young consumers. They decided the project's name would be "Fukushima University JD ponshu project supported by Samantha Thavasa group." "JD" means female college students and "Ponshu" refers to sake.
 The students and employees will plant glutinous rice, which will be used to make the sake, at a farm in Fukushima City in May. Future meetings will likely include exchanging ideas for sake bottle and label designs, sales locations, and how to market the finished product.


 "We will make a sake that didn't exist before, for young people, and I want to change the image of sake and to help people learn what a great place Fukushima is," said Kanako Sato, an 18-year-old student of the faculty. Risa Sato from the Faculty of Economics and Business Administration, 20, who is participating in the Okawari farm project, said, "I want to provide opportunities for people who don't usually drink sake."
 Rina Anezaki, 24, of Samantha Thavasa's human resources division said, "As young people are not often interested in rice, we want to support these students who are working hard to cultivate rice and make sake."

( Translated by The Japan News )


 【 2019年4月17日付・福島民友新聞掲載 】