Fukuju

Going International

Fukuju is a sake brewery in Kobe that has been honing its craft for the Japanese market for over 260 years. As local preferences for spirits have evolved and domestic sales of sake have declined, Fukuju looked to GIRVIN to reach a broader market by telling its story to US consumers.

A lucky new look

We started by carefully tuning the Fukuju identity, including creation of an iconic “Fukurokuju” character (one of the Seven Lucky Gods in Japanese mythology). Then we translated the messaging and story for an English language website, print materials, and coordination of a sustained social media effort—all to disrupt the notion that sake is merely something you drink with Japanese food. Relevance of sake in the US market is steadily rising, and Fukuju is meeting its growing international demand through increased availability in the US via importers, restaurants, and retailers.