Cate Blanchett, known for her iconic roles in the silver screen, has ventured into a new territory as the Creative Director of Toku Saké. Her passion for saké goes beyond simply enjoying the fermented rice wine; she has been fascinated with its production for over 15 years. Blanchett’s interest in saké was sparked during her time as the global ambassador for a Japanese skincare brand, where she delved into the intricacies of saké production. Through extensive research, a specific yeast strain called Saccharomycopsis was isolated and trademarked as Pitera, making up 90% of the brand’s flagship product, Face Essence. Blanchett’s journey into the saké market has been a long time in the making, with previous attempts that never came to fruition until her collaboration with Toku.
Toku’s approach to the market is centered around reframing Western perceptions of saké. Located in Hokkaido, a region known for its cold climate and unique terroir, Toku produces sakés with a distinct flavor profile and smooth finish. Despite the challenges of saké production in Hokkaido, Toku has successfully crafted a delicacy that stands out in the market. The brand’s debut in late 2022 was modest, with only 1,500 bottles released initially to gauge consumer interest. The founders, Anthony Newman and Peter Hudson, aimed to position Toku saké as a special and premium product, akin to fine wine. The brand sought to educate consumers on the enjoyment and pairing of saké, beyond the traditional notions of it being solely for Japanese cuisine.
The saké market has been experiencing growth, with Japanese saké exports reaching record-high figures in 2022. The surge in demand for saké has seen an 18% increase from the previous year, indicating a micro-boom in the category. Cate Blanchett’s belief in the potential of the saké market, coupled with her investment in Toku, highlights the opportunities within the industry. As consumer interest in saké continues to rise, there is a growing market for premium and unique offerings like Toku. Blanchett’s involvement in Toku signifies a strategic partnership that aligns with the brand’s vision for expansion and recognition in the global market.
Despite having a prominent figure like Blanchett onboard, Toku maintains a deliberate and measured pace in their expansion. The brand has eschewed traditional marketing tactics such as massive launches and media campaigns in favor of a more subtle and organic approach. Blanchett appreciates the methodical progress Toku is making in the market, emphasizing the importance of investing time and energy into endeavors that are truly valued. The brand’s focus on quality, craftsmanship, and education sets them apart from the typical fast-paced nature of product releases. Toku’s emphasis on authenticity and passion for saké is reflected in their careful and intentional growth strategy.
Cate Blanchett’s venture into the world of saké with Toku represents a unique blend of passion, creativity, and strategic vision. Through her longstanding interest in saké and collaboration with Toku, Blanchett is poised to make a significant impact on the saké market. Toku’s innovative approach to saké production and marketing reflects a commitment to excellence and a dedication to redefining Western perceptions of the traditional Japanese beverage. As the saké market continues to evolve and expand, Toku’s position as a premium, artisanal brand stands out as a testament to the artistry and craftsmanship behind this beloved beverage.