The Debut of KURA ONE® Sake in Aluminum Cans: A Journey Starting in Europe

The first reaction to our unique, small-sized aluminum sake can was a simple yet enthusiastic exclamation: “How cute!”

KURA ONE® made its market debut in July 2022 at the “MATSURI” event in France. Following this, tasting events were held in Germany and North Macedonia, where over 500 people had the opportunity to experience KURA ONE®.

Sake in aluminum cans was an entirely new concept, and those who encountered KURA ONE® for the first time were captivated, often remarking on its cuteness. The label, inspired by rice — the main ingredient of sake — features a sleek black and white design, which was highly praised for its modern aesthetic. In fact, one out of three attendees expressed their desire to purchase the product.

Below are some candid comments from attendees:

Comments from French Event Attendees

“This can’s label caught my eye with its modern, almost art-like design. It’s so visually appealing that I couldn’t resist taking a photo.” (French Event Participant)

“I’ve been subscribing to a Japanese snacks box for 4–5 years now at around 35 EUR, so this price range really interests me.” (French Event Participant)

“I think it’s wonderful that high-quality sake can now be purchased easily. I’m excited to explore the different tastes and aromas that this small format allows.” (French Event Participant)

Comments from German Event Attendees

“An excellent selection of sake and a beautifully designed can. I’d love to introduce KURA ONE® to my friends and colleagues in Germany and Japan. I’m eager to support KURA ONE® as it becomes available.” (Chef at the Consulate-General of Japan in Berlin)

“This is an amazing idea. Europe needs more products like KURA ONE® so people can experience Japanese culture. The design is beautiful and well thought out, and I believe it has the potential to succeed with the right support. While the initial phase might be challenging, once people try it, they’ll discover the remarkable new experience that sake offers, and KURA ONE® can provide that.” (Founder, CCP Gallery)

“KURA ONE® offered a truly flavorful experience. With each sip, I felt like I was expanding my palate with the essence of Japan. This calm, refreshing drink has a pleasant aroma that warmed and inspired me. KURA ONE® fits perfectly into both ritualistic and dynamic everyday lifestyles. Now, I can choose from a variety of sake flavors and experience different nuances of Japanese culture. I absolutely love this product and have added it to my list of favorite drinks.” (German Event Participant)

“I attended the event with little experience in sake, and the light, fresh taste of the first glass surprised me. It was closer to a summer white wine than the strong alcohol I had anticipated. As I sampled different sakes from various producers, it became clear how diverse the flavors are and that understanding sake requires tasting multiple varieties.” (German Event Participant)

“I didn’t expect sake, with its 15% alcohol content, to be this smooth and easy to drink. It felt more approachable to me. The introduction to the brewing process and the surprising differences in taste made the tasting experience more meaningful. I realized there’s a vast universe of flavors to explore.” (German Event Participant)

“With my sister visiting from America and another friend, this sake tasting was a great way to showcase Berlin’s diversity. Young people here were exploring Japanese culture through its national drink, sake, while the drink’s context was explained in a light-hearted manner. What excites me most about sake is the diversity and the opportunities it presents for exploration. I can imagine sake becoming a ‘trendy drink’ in Berlin and spreading to major German cities from here.” (German Event Participant)

Comments from North Macedonian Event Attendees

“KURA ONE® was my first encounter with premium sake. Honestly, I didn’t have high expectations from my previous experiences with alcoholic beverages. In 2006, we opened the first sushi restaurant in Macedonia, sourcing sake directly from Thessaloniki, Greece. It wasn’t to my taste, and since then, apart from the KURA ONE® and a few bottled sakes sent for the event, I hadn’t tried any others — but these left a very good impression. As for the KURA ONE® can, I’d like to share a bit more. The design is fantastic; it looks innovative at first glance. I think this would be a great option not just for restaurants but for clubs as well, especially with its size (180 ml).” (Founder of Izlet Cafe / Sektor 909 Nightclub / Balance Music Production)

“I’m the co-founder of the first sushi restaurant in Skopje, Macedonia, with Ogi. I didn’t know how good sake could be until I tried KURA ONE®. I’m interested in serving KURA ONE® at our bar, and my brother, who runs a restaurant in Uruguay, would likely be interested as well. I want to support this brand in South America, particularly in Uruguay. The design is unique and appealing, and I can imagine people loving it for its fantastic taste.” (Founder of Filharmonija Bar, Serial Entrepreneur)

“This was an educational experience. I had tried sake once or twice before and assumed it was a strong alcohol. This time, learning about the various types of sake, the brewing process, and the different flavors was fascinating. The tasting of these different sakes was unique, deepening my understanding of this drink. The combination of tasting and explanation reminded me of my experiences in Napa Valley, where you start to truly understand the product behind a specific wine.” (North Macedonian Event Participant)

“I didn’t know much about sake, and I thought it was a strong alcoholic drink. I had tried it before but never paid attention to the taste, nor had I had the chance to try different varieties in a short period. The event changed my perspective on how different these sakes can be. Honestly, I’ve now become a fan of sake. I enjoyed the pure style, but mixing it with sparkling water was a completely different and refreshing experience. I might even say it’s better than champagne. Overall, it was an exciting new experience.” (North Macedonian Event Participant)

“I’ve been a big fan of Japanese sake and culture since my first visit to Japan many years ago, and I’ve returned many times since. When COVID-19 hit, I had more time to explore my personal interests and hobbies, which led me to start a sake collection. Now, I have a personal collection of various sakes found in Japan and beyond. Through my work, I met the first sake importer in Spain and reconnected with a childhood friend in Luxembourg who deals with sake across Europe. I find the concept of KURA ONE® very interesting.” (North Macedonian Event Participant)