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The Drinks Business 19 January 2021 By Patrick Schmitt Even a massive earthquake could not destroy Fukuju’s dynamism, with the historic sake brewery emerging as a stronger business following a catastrophe just over 25 years ago. Patrick Schmitt MW reports on this remarkable operator. What are the ingredients for a great drinks brand? It’s a big question that would yield a range of responses from even the most experienced marketers, but certain traits are common to famous names, whatever the category. Among these is a long history, coupled to a relevant positioning today, and a quality product, with hard to replicate facets. One could add to that a constant desire to improve, and, as part of this, an ability to overcome setbacks, even catastrophes, while strengthening the offer.

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