In Part 1, we spoke with Ms. Mizutani of Asahi Breweries, Ltd. about "JAPAN CIDRE."
In Part 2, we ask about the history of Nikka Cidre and the current state of cider.
Interviewee
Ms. Yu Mizutani, New Brand Development Department, Asahi Breweries, Ltd.
The History of Nikka Cidre
In recent years, craft cider made with domestically grown apples has increasingly been produced throughout Japan.
Among them, "Nikka Cidre," produced by Nikka Whisky, can be considered the pioneer of domestic Japanese cider.
"The history of Nikka Cidre began in 1953 when Mr. Yoshii, from a sake brewery located in Hirosaki City, Aomori Prefecture, traveled to Europe and brought back cider-making technology. Afterward, in 1954, Asahi Breweries, Ltd. of that era partnered with Yoshii Shuzo to establish Asahi Cidre Co., Ltd., launching cider production. Then, in 1956, 'Asahi Cidre' was released. This is said to be the very first cider sold in Japan."
The roots of cider making in Japan trace back to Asahi Breweries. People who have recently become cider fans might be surprised to learn this.
"Later, in 1960, Masataka Taketsuru, the founder of Nikka Whisky who possessed deep expertise in apple processing, was requested to take over operations, leading to the birth of the Hirosaki Plant as the base for cider production. Then, in 1969, Nikka Whisky took over the business entirely, and in 1972, 'Nikka Cidre' was launched—that is how the history unfolded."
Incidentally, while the standard lineup of Nikka Cidre primarily centers around Dry, Sweet, and Rosé, research on a "red cider" like "JAPAN CIDRE" had already been underway for more than 30 years.
As a flagship bottle representing Nikka Cidre, which has long spearheaded cider production, "JAPAN CIDRE" is likely to be loved by many people going forward.
The Difference Between Nikka Cidre and "JAPAN CIDRE"
"JAPAN CIDRE" occupies a slightly different position compared to conventional Nikka Cidre.
We asked about that difference.
"'JAPAN CIDRE' was originally a challenge we took on out of a desire to elevate the value of cider. In the case of wine, because it is enjoyed across a wide range of occasions from everyday moments to celebratory events, it carries the image of being something 'fine.' Of course, cider is also a wonderful alcoholic beverage, but in many supermarket alcohol sections, only casually priced selections are available. In other words, it is difficult for people to think of cider as an option for 'special occasions.' Therefore, we introduced 'JAPAN CIDRE' as a premium cider that uses rare apples, with meticulous attention given to both flavor and label design."
The ability to choose between ciders based on the occasion—Nikka Cidre for everyday use, and "JAPAN CIDRE" for special days (and of course for daily enjoyment as well)—is truly appealing.
On the Growing Popularity of Domestic Cider
In recent years, the popularity of cider seems to be rising.
We asked about the reasons behind this trend.
"Perhaps due to demand for drinking at home, we have a tangible sense that Nikka Cidre is being chosen by many customers. It may be that, as the volume of alcohol consumed at home increases, health-conscious consumers are choosing cider from the perspective of its lower alcohol content and polyphenol presence. In addition, because cider is lightly sparkling, the fact that you can enjoy a slight sense of everyday luxury might also be a reason for its popularity."
Furthermore, an increasing number of Japanese wine fans are taking an interest in domestic cider, and unique events featuring exclusively domestic ciders are becoming a more common sight.
We also asked why cider is being chosen by Japanese wine fans and what commonalities they share.
"The same can be said for Nikka Cidre, but I feel that 'craft cider' is attracting significant attention. What it shares in common with Japanese wine is the use of 100% carefully cultivated domestic fruit, the sense of drinking a quality beverage, and the ability to enjoy delicate flavors. Nikka Cidre also uses 100% domestic apples and is made by pressing whole fruit rather than using concentrated juice. I believe this craft element is a point that resonates with Japanese wine fans as well."
Even as cider's popularity grows, challenges remain.
"I feel that drinkers who understand its true value, like Japanese wine fans do, are still relatively few. For example, cider still has a strong perception of being a drink for people who cannot hold their liquor well, or a drink for young women. Just like with wine grapes, it takes more than three years from planting apple trees until harvest, and cider is a beverage crafted by slowly fermenting and aging the harvested fruit. By spreading the awareness that cider is a craft fermented beverage, I believe its image will transform into one of a natural, high-quality drink. Moving forward, as Nikka Cidre, we want to consider various ways to expand cider culture."
Enjoy "JAPAN CIDRE"!
" 'JAPAN CIDRE' is a premium cider with a gorgeous, deep red hue. Its effervescent, sparkling bubbles are sure to lift your spirits. Turn an ordinary day into a celebratory one, and toast with 'JAPAN CIDRE' on your special days as well," says Ms. Mizutani.
"JAPAN CIDRE" was released in 2020 through e-commerce and in the Tohoku region, expanded to eastern Japan in 2021, and launched nationwide starting in 2022.
Why not take this opportunity to pick up a bottle of the vibrant red "JAPAN CIDRE"?
Product Details
"Nikka JAPAN CIDRE"
https://www.asahibeer.co.jp/japancidre/