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KURA ONE®

KURA ONE®

クラワン
Vendor
アイディーテンジャパン株式会社
A 200mL Japan sake can with the name of the brewery on the label. "Draft sake cans" that can be distributed at room temperature are also available. Originals carefully selected from 9 regions nationwide mainly Japan sake that is not for sale or not distributed in the market.
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Liquor License

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Invoice registration number

T8013201017060

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About the brand

A 200mL Japan sake can with the name of the brewery on the label. "Draft sake cans" that can be distributed at room temperature are also available. Originals carefully selected from 9 regions nationwide mainly Japan sake that is not for sale or not distributed in the market.
1
The minimum order quantity is from 6 bottles per box per brand. But 36 bottles in one box is a good deal.
2
Inbound support in Japanese and English. "Taste chart" and "130-character salmon notes" talk about Japan sake.
3
New series "Re:Local" sales campaign is underway!

More about the Brand Owner

澤田且成

Katsunari Sawada

Representative Director of IDTEN Japan Co., Ltd. He has visited more than 30 countries and 47 prefectures around the world to solve the problem that Japan sake does not reach consumers and is developing a Japan sake business that transforms the local climate and the individuality of Japan's craftsmen into brand value. From a life of not drinking almost Japan sake, he focused on Japan sake as a representative of local products, and went beyond storytelling to deliver Japan sake to 50 countries around the world, manufacture Japan sake in small-capacity aluminum cans, and engage in regional revitalization planning. KURA ONE® won the OMOTENASHI Selection Gold Award and the highest gold award as a gem selected by foreign experts in Japan to introduce to their home countries, and won the Cool Japan DX Award Excellence Award, which promotes the Cool Japan 50 trillion yen market.
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Learn more about this brand

Why are we doing?
What are we doing?
Commitment to the product
Who are supporting us?

Why are we doing?

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When I walk around the Japan sake department, I often hear people say, "I'm interested, but the 720mL bottle is too heavy to drink," or "I don't know which one to choose." Although the makers carefully brew the local water and rice, the charm of the brew cannot be conveyed by the labels and shelves alone, and Japan sake is shunned as a "difficult sake". I want to fill this gap somehow—that's where KURA ONE® started.
　
We started with a job that tells the story of the community. As I traveled around 47 prefectures and wrote a booklet about the stories of landscapes, people, and products, I strongly felt that there is nothing that can convey the individuality of the region in a single sip like Japan sake. On the other hand, sake breweries are small and have little room to devote to PR and sales channel development. The reality is that the Japan sake market is shrinking and quietly disappearing from small breweries.
　
Therefore, we decided not to change Japan sake itself, but to change the "delivery method". For customers, it is "a slightly special piece packed with local stories". For the sake brewery, it is "a small salesman who creates new encounters". For the sales floor, "Japan sake is easy to explain, easy to pick up, and makes the shelves fun." The purpose of KURA ONE® is to create a brand that achieves all three at the same time.
　
A new series Re:Local has been launched in its third year since the start of sales. The phrase "Taste the name of the place" contains the desire to deliver not only the sake inside, but also the atmosphere and scenery of the place, and the pride of the producer to our customers. To change the "difficult" and "difficult to move" issues of the Japan sake section into a sales floor experience that makes shopping fun. That's the number one reason we continue to be KURA ONE®.

What are we doing?

　
　
KURA ONE® is a brand that works with sake breweries all over Japan to create "aluminum Japan sake cans with place names as the main characters" and creates a "map-like Japan sake shelf" in the sales floor.
　
First, we select only sake that is brewed with "local rice and water" in each region and has a clear sense of local character. After that, refill it with a small-capacity aluminum can that is the size of a drink, and always put the name of the place where the brewery is located on the first place on the label. When lined up, it is designed to be a series of Japan sake that you will want to choose by place name, such as "Hokkaido", "Shizuoka", and "Saga".
　
　
　
In addition, we attached a short story to every can called a "salmon note". It summarizes the charm of local tourism, the brewery's commitment, and the characteristics of sake in about 130 words, and a taste chart is posted on the back. Even customers who are not familiar with technical terminology can understand at a glance what this sake tastes like and what kind of local sake it is. For the staff, it is like a "reading POP" that can be used for customer service talks.
　
The series is centered on the "Re:Local Series," which collects "locally born sake" brewed only with local rice and water, as well as gift boxes and fixtures that are easy to display at room temperature according to the sales floor and occasion. We help create shelves in various sales areas such as souvenir sections of tourist destinations, department stores, station stores, select shops, and restaurant sales spaces, such as "by place name", "travel mood", and "drinking comparison".
　
In a word, KURA ONE® is a brand that connects sake breweries, sales floors, and customers across Japan with place names and small cans. We aim not only to expand the sales channels of Japan sake, but also to serve as a new tool for "selling the region".

Commitment to the product

1. It must be a sake brewed with local rice and local water
After consulting with breweries across the country, we selected only "locally born" sake brewed using only local rice and water. It is a book that clearly conveys the terroir.
　
2. "Raw sake cans" that can be distributed at room temperature are also available.
Some of them use their own technology to make cans that can handle raw sake that used to require refrigeration at room temperature. It can also be deployed in the backyard or on a room temperature shelf, and proposes a new way of selling.
　
3. 200mL one-shot size (height 9.9cm)
200mL that is easy to open even for a small number of people. It does not take up much space in the refrigerator or table, and is also ideal for a "little drink" or "drinking comparison set".
　
4. Aluminum container to prevent UV degradation
Aluminum cans block light and protect the delicate quality of the sake. Since it does not break lightly than bottles, it also reduces the burden on store operations and takeout.
　
5. The place name is the first place on the label
The main character of the label is not the brand name, but the location of the brewery. Customers choose by "place name", and the entire shelf becomes a sales floor like a map of Japan.
　
6. Sake notes and taste charts tell the story of Japan sake
Approximately 130 characters of salmon notes and taste charts are uniformly displayed for all brands. It is designed to be easy for the staff to explain and customers can choose by themselves.
　
7. Each product has a serial number
Each piece is given a unique number. It conveys a sense of limitation and meets the demand for gifts and collections.
　
8. Selected from 9 areas nationwide mainly alcoholic beverages that are not distributed in the market or are not for sale
The lineup focuses on limited edition sake that is not sold to the general public and is known only to brewers. Create a "reason why you can only meet here" on the sales floor.
　
9. Vertical gift boxes that make you want to send
The elongated gift box is designed to be easy to propose by combining multiple pieces. It can be developed in a wide range of price ranges, from souvenirs to official gifts.
　
10. 1,000 yen per bottle
The contents are high-quality sake that each brewery is proud of. As an "experience with a place name" that has a story and ease of drinking, it is one that can be selected even for 1,000 yen.

Who are supporting us?

The customers that KURA ONE® envisions are divided into four main types.
　
The first is"Defector"。 For those who are interested in Japan sake but haven't picked up sake because they can't drink it all, it's too heavy to take home, or it's hard to store in the refrigerator, a small can is perfect. It is supported that you can easily try "just one" while looking at the place name and taste chart.
　
The second is"Interested person"。 Mainly people in their 20s and 40s, they enjoy craft beer and wine, but they don't know much about Japan sake yet. People who had difficulty entering the Japan sake section due to their lack of alcohol content and technical terminology picked it up from the entrance, saying, "The packaging is cute" and "I'm curious about the name of the place I'm traveling."
　
The third is"Domestic Traveler"。 For weekend excursions or homecomings, you are looking for a "non-bulky, topical souvenir". KURA ONE® is light and unbreakable, so it goes well with travel scenes where you don't want to add extra luggage, and it has been evaluated as "you can take home local Japan sake little by little", "it is easy to distribute", and "you can compare drinks".
　
The fourth is"Inbound Tourists (Foreign Tourists)"。 They are highly interested in Japan culture and "local experiences", and are looking for "small and easy-to-take Japan sake that shows the uniqueness of the place". With large place names and compact explanations, KURA ONE® is a Japan sake that is easy to choose over language barriers.
　
For buyers, all four of these layers are people who tend to be overlooked in the existing Japan sake store. KURA ONE® serves as an entry point for this "wasteful layer", and from there it also creates a circulation to bottled products and other local products. In other words, the target is "people who will love Japan sake and the region more if there is an opportunity." The role of KURA ONE® is to gently push their backs with a small can with the place name on it.
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