Cheers with Kubota: Economics of Sake How does the economy affect the taste of sake? During the bubble economy era in the 1980s, mass production of low-quality sake led to a vicious circle of price competition. While the economy boomed and manual labour was replaced by white-collar work, there was less need for salt and calories, changing urbanites eating habits. The 4th president of Asahi-Shuzo, Mr. Toru Hirasawa, was determined to produce high-quality sake that people value. He joined hands with like-minded Teiji Shima, the head of Niigata Brewing Laboratory, to launch the Tokyo X project. The first sake developed under the project back in 1985 was KubotaSenju. Using the name Kubota, as when brewery was founded, it made Niigata sake newly fashionable, and demonstrated a determination to reform. *Under the law of Hong Kong, intoxicating liquor must not be sold or supplied to a minor in the course of business. * Keep refrigerated *Photo for reference only.