As Japan's sake market shrinks, most traditional breweries face an uncomfortable choice: adapt or disappear. But Miyasaka Brewery in Suwa, Nagano, has a secret weapon—they literally created the foundation of modern Japanese sake.
Their strategy centers on "No.7 Yeast," a microscopic organism discovered in their brewery that revolutionized sake making across Japan. This is the story of how a 360-year-old company is leveraging their historical breakthrough to compete globally.
The Discovery That Changed Everything
In 1946, Dr. Shoichi Yamada from the National Brewing Laboratory noticed Miyasaka Brewery kept winning national competitions. During his investigation, he discovered extraordinary yeast fermenting in their tanks—a strain unlike anything seen before.
No.7 Yeast could ferment strongly even at low temperatures, producing cleaner, more refined flavors without harsh off-notes that plagued traditional brewing. The National Brewing Laboratory distributed this "miracle yeast" nationwide.
The impact was revolutionary. Over 70 years later, more than half of Japan's sake breweries still use No.7 Yeast. It became the foundation of modern Japanese sake—and it all started in Miyasaka's tanks.
The Strategic Pivot
For decades, Miyasaka followed market trends, experimenting with flashy yeasts that produced popular fruity flavors. But President Katsuhiko Miyasaka learned something crucial from his years in retail and international sake sales: strong brands need consistent identity.
"When competing globally, you can't just chase trends," he explains. "You need something distinctly yours."
While trendy yeasts produce Instagram-friendly aromas, No.7 Yeast enhances rice flavors and creates balanced, food-friendly profiles. For a company targeting sophisticated dining worldwide, this wasn't a limitation—it was their competitive edge.
In 2019, Miyasaka made a bold decision: focus almost exclusively on No.7 Yeast for all premium lines. Through systematic tastings, they rediscovered what made their yeast special—sake that never tires the palate, perfect for pairing with food rather than dominating it.
This strategy produced their new lineup: "Mashu-AKA," "Shikkoku-KURO," "Shiro-SHIRO," and "Kayairo-KAYA"—each designed for modern dining. Their "SHIRO" achieved 12% alcohol without dilution, meeting contemporary preferences for lighter drinks.
The Bigger Picture
This isn't just about preserving tradition—it's about leveraging historical assets for future growth. Miyasaka understands that in a world of infinite choices, authenticity and consistency become premium qualities.
Their sake doesn't shout for attention like trendy spirits. Instead, it whispers sophistication—like a perfectly tailored shirt that improves with age. In fine dining restaurants from Tokyo to New York, that's exactly what sommeliers seek.
By betting everything on the yeast that started it all, Miyasaka isn't just making sake—they're crafting liquid history that pairs beautifully with the future.