James Liu of SakeTaberu on Establishing a Distinct Position in Asia's Luxury Beverage Sector

James Liu, the founder of SakeTaberu, did not initially intend to become a sake entrepreneur; yet, what began as mere curiosity rapidly evolved into an obsession—not alone with sake, but with the ancient culture that surrounds it.

CEO of SakeTaberu James Liu

Currently, his brand SakeTaberu is transforming the enjoyment of sake throughout Southeast Asia by combining small-batch brewing with sustainable methods and presenting the beverage in unconventional venues such as yachts and private clubs. LUXUO previously interviewed James Liu, the entrepreneur of the Singaporean sake brand SakeTaberu, regarding his methodology for producing quality sake. LUXUO examines Liu's development of the firm from inception, his perspective on sake as more than a mere beverage, and SakeTaberu's strategic positioning for sustained regional expansion. Liu elucidates his strategies for maneuvering through the difficult terrain of Asia's transforming luxury beverage industry, from collaborations with private clubs to engaging with yachting culture.

SakeTaberu originated as an unintentional endeavor, transitioning from a minimal understanding of sake and its cultural importance to our current status. I ventured into unfamiliar territory, confident that my determination and enthusiasm for business would ultimately lead to success. Although it may appear largely realized, it is not without its considerable challenges and difficulties. I spent countless nights studying sake, its significant role in Japanese culture and history, and how to translate this knowledge into a business model that would serve as a meaningful legacy for future generations.

What prompts you to assert that consuming Sake resembles a cultural expedition?

Sake has historically been regarded as a sacred beverage in Shinto rites, utilized to placate deities, invoke blessings, and convey thanks for harvests. The Japanese believe that sharing sake facilitates a connection with the spiritual realm. Over the years, sake has grown deeply integrated with social and joyful occasions in Japan and globally. By disseminating sake globally, we not only exhibit the opulent liquid silver in its vibrant and indulgent essence, but we also illuminate the splendor of Japanese agriculture, fostering awareness of the various sake rice utilized in fermentation and the crafting of the delightful bottles we have come to cherish in Japanese restaurants, omakases, and increasingly in Chinese, French, and numerous other culinary establishments. Sake has facilitated the dissemination of Japanese culture globally, encompassing not just the beverage itself but also the cuisine and historical context associated with it.

Sake is closely linked to Japanese haute cuisine throughout Southeast Asia. Are Singaporeans interested in experimenting with Sake-based cocktails?

Sake-based drinks have gained immense popularity not only in Singapore but globally. Sake is quite adaptable and may enhance a wide variety of cuisines as well as numerous sorts of beverages. The Kyoto Sour, a highly favored sake-based drink, combines sake with citrus juices, agave nectar, and a hint of spice, resulting in a pleasant blend of flavors that harmonizes on the palate.

What methods do you employ to uphold consistent quality standards at SakeTaberu?

We maintain an unwavering commitment to the quality of our rice grains and water source, exclusively sourcing the finest spring waters in Japan and the highest-grade sake rice grains for our brews. Our Toji (sake brew-master) diligently and consistently enhances our brewing methods to ensure that only the finest sake reaches the palates of consumers and enthusiasts.

What sustainability policies are implemented at SakeTaberu?

We have commenced extensive utilization of sustainable recyclable glass for our sake bottles. Glass is infinitely recyclable without any loss in quality. In contrast to numerous other packaging materials, glass may be perpetually recycled in a closed loop without any degradation in quality. While alternative packaging choices are recyclable, many can undergo recycling only once or twice before necessitating downcycling of the materials.

Describe your collaboration with Pacific Club Singapore.

The Pacific Club Singapore, established by my close personal friend and mentor Simon Lim, is an exclusive yet inclusive private club that, despite its significant influence in the whiskey sector in Singapore, continually seeks to embrace, highlight, and promote various brands and businesses, including other alcoholic beverages and varieties. I am immensely delighted and privileged to collaborate with the club, and I am convinced that we will persist in delivering value and excellence to our supporters.

SakeTaberu has been highly engaged in the yachting industry. What is the rationale behind the emphasis on yacht owners and yachting events?

The yachting scene in Singapore is vibrant and energetic, akin to that of European countries and becoming prominent in Southeast Asian markets. The scene features outstanding individuals supporting its prominence and relevance, as well as distinguished customers and friends who consistently value and relish an enhanced lifestyle and experience. I firmly assert that there exists a harmonious synergy in promoting sake and its celebratory spirit in conjunction with the enjoyment and revelry of a sailing lifestyle. We aim to extend the concept of sake consumption beyond the confines of restaurants to unexplored venues and new territories.

What is your vision for Sake Taberu in five years?

We pursue enhancement and growth daily. In five years, we expect to have fully expanded into Southeast Asian markets, established a robust foothold in China, and achieved a seamless development into various parts of Europe.

What is the most essential aspect you wish for people to understand about SakeTaberu?

Our brand signifies not merely a drinking experience or a bottle in hand, but a commitment to quality in flavor, aesthetics, and value.

Explore more at www.saketaberu.com