Musical band manager turned sake maestro
I am originally from Happo Town. After my high school graduation, I went to Oklahoma in the United States for one year of university, and from there transferred to a university in Michigan where I majored in mechanical engineering. Upon returning to Japan, I went to university in Tokyo for a year. After that, I worked at a music production company in Tokyo, managing artists and producing concerts for seven years. In my early 30s, I came back to Happo and started working with my father at our sake brewery. I currently own Yamamoto sake brewery and LABO and CAFÉ YAMAMOTO.
Visitors can observe the sake brewing process through the viewing glass at the cafe
A fresh start back home
In 2015, we had the position of Toji (head sake brewer) removed and I started making sake by myself. It’s quite rare for a sake brewery owner to be involved in making sake. Actually, back then, the brewery almost went bankrupt because of sake brewery management equipment. We were in such dire straits that even the main local bank refused to lend us money, so I decided to stop hiring the Toji and started to make my own sake. From then on, sales of the Yamamoto sake brand steadily increased, production increased fourfold, sales nearly six-fold, and the company improved tremendously.
Sake tasting experience with light snacks
The specialty of Yamamoto sake
It’s quite lightly fragranced. Japanese sake brewers typically prioritise creating highly fragrant sake. I, on the other hand, usually enjoy my sake with meals. So, I personally believe that sake should complement rather than overpower the taste of food, leading me to craft our sake with a subtle fragrance, a touch of sourness, and a drier profile. While other sake breweries offer a wide array of flavours, I’ve focused on these three key factors in producing all Yamamoto sake varieties. This deliberate approach results in an easily navigable line-up for our customers. Choosing a sake becomes straightforward, and our customers won’t feel overwhelmed or indecisive about which flavour to explore.
Take a leisurely stroll by the cafe's serene pond outside
Branching out – exploring new horizons
For the past five years, we have been making as much alcohol as we can, and since we can’t usually produce more than the upper limit that we’ve set, I decided to take the next step and open this cafe to create a space that fans of sake can enjoy. One highlight of the café that I need to mention is the micro sake brewery – visitors can not only taste our sake, but they can also experience sake brewing (follow them on Instagram for updates on this)!
International exposure and plans moving forward
We currently export to 14 countries in total, with Italy being our latest addition this year. We have also been receiving foreign visitors at the café since it opened last year. We started a rental bike service as well for visitors to get to know the great little spots around here in Happo. In regards to plans moving forward, I hope to open an accommodation facility here this spring!
An intriguing display of Yamamoto san's hobbies and interests
Local Delights: Unveiling Akita Shirakami’s charms through a local’s perspectives
- Favourite activities?
Touring on motorbike along the seaside Route 101 here all the way up to Aomori! Of course, it’s great for a scenic seaside drive as well. Cycling is recommended too.
- Favourite spots to visit?
Kanoura Observatory has some great scenic views. You can see the sunset, Oga Peninsula and World Heritage Site Shirakami Mountains.
- Favourite festivals and events?
Oshima Fireworks Festival in Happo Town – you can watch fireworks above the Sea of Japan.
- Must-try local dishes?
I love Junsai!
- Recommended soul food in the area?
The ramen at Gosaku Ramen – it’s a nostalgic flavour for locals here, and Sekito’s Shinkomochi.
- Souvenir recommendations for tourists
Ogata Village’s Pumpkin Pie – it’s delicious, not too sweet, and feels light in texture. You can even buy it at the local supermarkets here. And of course, I have to recommend our Yamamoto sake! If you can’t decide on what sake flavour to get, go with Yamamoto’s Pure Black (laughs).
A quirky souvenir from the Yamamoto brand—a delightful soft toy replica of their popular Pure Black Yamamoto!
Our take on Yamamoto san
Yamamoto-san is a well-travelled, dynamic and passionate business entrepreneur, and his endeavours go beyond the confines of a sake maestro, as he actively engages in various projects that uplift the community. His out-of-the-box thinking is truly an asset, as he infuses his ventures with an array of fun and intriguing ideas, constantly pushing the boundaries of traditional sake craftsmanship.
His hard work has not only brought vibrancy to his hometown but has also played a pivotal role in enhancing Akita Shirakami’s allure as a charming rural tourist destination. We eagerly anticipate witnessing the blossoms of his efforts and look forward to more ground-breaking projects from this visionary entrepreneur.
You can usually see him at the café when he is not busy, so feel free to say ‘hello’ if you happen to stop by. And be sure to have a look through the café’s selection of fun and quirky souvenirs, including the exclusive Pierre Hermé ‘Shirakami’ macaron— a delightful treat available only at his cafe!