DHC Shuzo renames itself Niigata Ichiryu Shuzo

What has changed, and what has not

Niigata is a prefecture on the Sea of Japan coast of Honshu. It is one of Japan’s leading rice-growing regions and is known as the prefecture with more sake breweries than any other. Niigata Ichiryu Shuzo is a brewery in Kita Ward, in Niigata City, the prefectural capital, and was founded in 1908. Its flagship brand is Koshino Bairi. On 16 July the company announced that it had changed its name with effect from 31 March. Its name in English is Niigata Ichiryu Shuzo Co., Ltd. Its address and its business activities are unchanged, and Yuichi Hirose remains as representative director. What has changed is the company name and the logo, and the official website has also been renewed.

The meaning behind the name “Ichiryu”

The “ichiryu” in the new name literally means a single grain of rice. The company explains that everything begins with putting heart into one grain. The hope is that this single grain will create a new current and spread, in time, many times over. Japan has an auspicious saying, “a single grain of seed rice yields ten thousandfold”, and the name draws on that expression. In addition, “一粒” can be read as “ichiryu”, which sounds the same as “一流” (first-class). This adds a further meaning: the aim of making first-class sake that continues to be chosen by many people.

From a corporate name to the name of a place

The old name, “DHC”, is the same as that of a corporate group known for cosmetics and supplements. Some people in Europe may also have seen these three letters. The new name no longer carries that corporate name. Instead, the place of origin, “Niigata”, and a word for the rice used as the raw material now come first. As for the reason for the change, the company says only that it is “for further development and new challenges” and has not revealed the details. Still, on shop shelves overseas, a name that tells consumers where a sake comes from and what it is made from should make them more likely to pick it up.

If you are looking for this brewery’s sake in Europe, it is worth searching for both the old and the new name for the time being. Importers’ stock and labels take time to switch over, so bottles may still be on sale under the name “DHC Shuzo”. Searching by the brand name “Koshino Bairi” also works. Niigata sake is generally known for a clean, dry taste. It pairs well with delicate dishes such as white fish, shellfish and vegetable tempura. First serve it well chilled in a white wine glass and take in the aroma. Then compare how the taste changes as it warms slightly. It will also be worth watching how the new logo is used on labels, and how the change extends to future products and exports.