First, the indication of the production date has been removed; only the brewing year is stated. The label also no longer shows the polishing ratio that everyone loves to check. The name of the sake rice used is listed—it’s Yamada-Nishiki. In place of certain fixed ideas and potentially misleading information, Aoki Shuzo has introduced elements that invite the drinker to imagine and think. The sake’s name bears that of a traditional Japanese color, and the name “Kakurei” is written in yosemoji calligraphy—the lettering style used for vaudeville playbills since the Edo period. This particular sake is called Koiai-iro, and that color is used on its label.

What kind of flavor do you imagine from this label? Feel free to savor it first with pure intuition—or dive into the story of Koiai-iro afterward—for an even more profound experience.
>>>More Info