Hiro Sake, the premium sake brand from Japan, has appointed Alfa Brands as exclusive distribution partner in global travel retail and will feature at the upcoming TFWA World Exhibition in Cannes, 1-5 October (Red Village K7).
Hiro Sake is brewed at the Taiyo Shuzo brewery in the Niigata Prefecture, the leading sake-producing region in Japan, with Taio Shuzo considered one of the finest craft sake breweries in Japan.
The Hiro Sake product line-up includes Hiro Gold, super-premium Hiro Blue, premium Hiro Red and the new Hiro Saketini ready-to-drink (RTD) canned cocktail.
Hiro Gold – also known Junmai Daiginjo sake – is crafted from 100% Koshi-Tanrei sake rice and produced in limited quantities once a year. The expression is exclusive to US and European travel retail with a RRP of US$100 (720ml). Hiro Blue and Hiro Red were introduced in 2013 and are available in selected US domestic markets.
Hiro Sake offers 39 calories per ounce. The spirit is made from rice and is free of additives, preservatives, gluten, histamines and allergens. According to the brand, it has one-third the acidity of wine.
Hiro Sake Co-founder and CMO Marco Destfanis said: “As we celebrate our 10th anniversary of the US launch of Hiro Sake, we are excited to partner with Alfa Brands due to their long-standing expertise and reputation in building super and ultra-premium brands in the global and US travel retail channels.”
“We have grown double digits every year since 2013 and this year we are looking forward to expanding the presence of Hiro Gold – and the ultra-premium sake category – into US travel retail and internationally.”
Alfa Brands Founder and Owner Franco Gabriele commented: “We are extremely honoured to be representing Hiro Sake hand-crafted products and very much look forward to increasing the awareness and presence of this exquisite ultra-premium brands.
“To date, the sake category has been under-represented in all segments of duty free and travel retail, and we see an exciting and real opportunity to build a new refreshing category for Hiro Gold, Blue and Red in the channel.
“Partnering with the founders of Hiro Sake has been an extremely rewarding experience and we look forward to welcoming everyone to our stand in October.” 
