Dassai Sake Brewery Guide: History, Signature Junmai Daiginjo, and How to Visit the Brewery in Yamaguchi

Dassai is a famous Junmai Daiginjo sake produced by Asahi Shuzo, located in Iwakuni City, Yamaguchi Prefecture. Even those who do not usually drink sake have likely heard the name at least once.

In this article, we take a closer look at the appeal of Dassai and its dedication to sake brewing, along with a tasting comparison of its three flagship varieties.

History of Dassai

Founded in 1770 in Iwakuni, Yamaguchi Prefecture, the brewery originally operated under the name Asahi Shuzo, with its main product being a regular sake called Asahi Fuji, sold mainly within the local region.

At the time, sake consumption in Japan was steadily declining, and the industry was often considered to be in decline. By 1984, when current chairman Hiroshi Sakurai took over the business from his father, sales had dropped significantly, and the company was reportedly on the brink of bankruptcy.

The turning point came with the birth of Dassai Junmai Daiginjo. The brewery made the bold decision to completely shift from ordinary sake to premium Junmai Daiginjo, which led to explosive growth after entering the Tokyo market.

Dassai made its debut in 1990 and focused exclusively on Junmai Daiginjo made with a rice polishing ratio of 50% or lower—an approach that was gaining popularity at the time. Its smooth, fruity character quickly captured attention. Despite the overall decline in domestic sake consumption, Dassai’s shipment volume grew substantially over the following decade.

By introducing a completely new style of sake different from its original brand, Dassai set a new trend, expanding its recognition beyond Yamaguchi to all of Japan. At one point, it was even known as a “phantom sake” due to limited availability.

In June 2025, the company officially changed its name from Asahi Shuzo Co., Ltd. to Dassai Inc., further strengthening its brand identity. With sales reaching 19.5 billion yen in 2024, the company now aims to exceed 100 billion yen in the future. Overseas exports and sake production in New York now account for roughly 45% of its revenue (fiscal year ending September 2024), nearly on par with domestic sales.

A new brewery, Dassai No. 3 Brewery, is also scheduled to be completed in Yamaguchi in 2028.

Dassai’s Brewing Philosophy and Appeal

President Sakurai believed that the decline of the sake industry was driven not only by aging facilities and labor shortages, but also by the rise of mass-produced sake, changes in dietary habits, and competition from beer and other alcoholic beverages. At that time, sake was often viewed merely as “alcohol for getting drunk” or “alcohol for selling.”

Dassai set out to create sake that could be truly enjoyed and savored. This vision led them to focus exclusively on Junmai Daiginjo with a rice polishing ratio of 50% or lower using only top-quality Yamada Nishiki rice grown throughout Japan.

Today, Dassai’s three flagship products are:

• Dassai Junmai Daiginjo 45
  
• Dassai Junmai Daiginjo 39
  
• Dassai Junmai Daiginjo 23
  

At the beginning, producing only Daiginjo without prior Ginjo experience was extremely challenging. After the brewery’s toji (master brewer) left due to financial struggles, the president himself became directly involved in production.

Instead of relying solely on experience, Dassai introduced a data-driven brewing system to achieve consistent quality without depending on a single toji. In 2000, the brewery also shifted to year-round brewing (shiki-jozo), making it possible to deliver stable-quality sake regardless of season—now one of Dassai’s greatest strengths.

Expansion into the United States

In September 2023, Dassai opened a new sake brewery in New York. Originally planned in 2016, the project was delayed due to the pandemic and finally realized after seven years—becoming a major topic within the sake industry.

There is a proverb that says, “Indigo blue comes from the indigo plant, yet is bluer than indigo itself,” meaning that a student may surpass the master. In that sense, the “blue” of New York—Dassai’s sake brewed there—is in no way inferior to that of its home in Yamaguchi.

Inspired by this idea, the New York-brewed sake was branded as “DASSAI BLUE.” The concept remains the same as in Japan: only Junmai Daiginjo made with Yamada Nishiki rice. As in Japan, they produce sake using a 23% rice polishing ratio, along with two additional styles at 35% and 50%.

These aromatic, fruity Ginjo-style sakes have been especially well received by Western consumers who were previously unfamiliar with sake. With the concept of enjoying it in a wine glass, the sake can be enjoyed much like wine. Dassai has also benefited greatly from the recent global boom in Japanese cuisine, with more sushi and Japanese restaurants in the U.S. now serving Dassai.

Tasting the Signature Dassai Lineup

We compared Dassai’s three flagship Junmai Daiginjo sakes:

■ Dassai 45

A classic Junmai Daiginjo with elegant aromas of fruit and flowers. On the palate, refined sweetness reminiscent of wasanbon sugar spreads gently, balanced by pleasant rice umami. Remarkably affordable for everyday enjoyment.

■ Dassai 39

Even cleaner and more fragrant than Dassai 45. The gentle sweetness lingers softly on the finish, then fades gracefully.

■ Dassai 23

With rice polished down to just 23%, this is an ultra-refined Junmai Daiginjo with an extremely light and smooth mouthfeel. When enjoyed in a wine glass, aromas of melon, honey, and flowers bloom beautifully. A truly special bottle for memorable occasions.

Brewery and Tour Information

Book a tour of the Dassai sake brewery located in Yamaguchi Prefecture, Japan.
You can actually enter the DASSAI brewery and see the making process up close.

Name of Brewery	DASSAI Inc,
Address & Map	2167-4, Osogoe, Shutomachi, Iwakuni-shi, Yamaguchi, 742-0422, Japan Access map here
Region / District	Yamaguchi
Opening Hours	9:00am – 5:00pm
Website	https://dassai.com/
Shop / Purchases	YesSake, fermented foods, home-made ice cream and various local souvenirs are available for purchase.
Tasting	Available
Guided Tours	Available: JPY 1,000 (includes lab coat and souvenir) / 60 minutes ・1st slot: 10am-11am　 ・2nd slot: 2pm-3pmTour
English Support	Available
Reservation	Advance reservation required (bookings open 2 months ahead and close the day before your visit)
Notes	Brewery tours are offered upon reservations. Optional tastings are available upon request : JPY 500 (for those interested) Inform the reception on the day of the tour.

A tour of the New York brewery is also available.

Name of Brewery	Dassai Blue sake brewery
Address & Map	5 Saint Andrews Road Hyde Park, NY 12538 (2 hours north of Manhattan via car or Amtrak)
Region	New York, USA
Opening Hours	Mon–Tue 12:00pm–5:00pm Wed–Sat 12:00pm–7:00pm Sun 12:00pm–5:00pm
Website	https://dassai-blue.com/?srsltid=AfmBOoqZic2-f3Yb3Deb3DbnVMGOFtXvIcLfHiZV9_WVivaay9m9R72q
Tasting	Available
Guided Tours	AvailableStandard Tour & Tasting: $50 per person (35-minute tour + 1-hour tasting; non-alcoholic option $25).  Behind-the-Scenes Production Tour: $80 per person (1-hour tour + 1-hour tasting; non-alcoholic option $50).
Reservation	Required