In short
Xavier Thuizat introduces “Gate,” a sake he co-created with Daishichi Sake Brewery (Fukushima), and explains how to use it to educate sommeliers and pair sake with French cuisine. He also discusses Kimoto brewing, serving temperatures, Kuramaster Sake Competition scoring, and the role of GI (geographical indications).
Guest backgrounds
Xavier Thuizat is a French sommelier (Best Sommelier of France; Michelin Herb sommelier award) and founder of the Kuramaster Sake Competition in Paris. He works with the Japan Sake & Shochu Makers Association and has been on Sake on Air before (episode 53).
Key claims
Gate is designed to “open the door” for sommeliers who fear sake categories. It blends Kimoto with Ginjo/Daiginjo for balance, then is aged about one year in the fridge to fuse aromas. He argues sake can be “the beverage of tomorrow,” especially for pairing with spicy/creamy cuisines, and that GI protects place knowledge like French AOP.
Notable examples
Kimoto flavors shifting from “fresh peach/green apple” to “spicy cumin/white pepper/roots”; serving Gate from ~10°C up to ~18–20°C across a meal; Kuramaster gives 40/100 points for French pairing capacity; French chefs (e.g., Alain Ducasse) using sake in cooking; GI examples like Saga tourism and water identity.
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Chapters
Tap a time to open that second in VOIntroduction to Sake Culture
0:00 to 0:21
Learn about the deep cultural and historical significance of sake.
“The people of sake actually brought me into sake.”
Xavier's Journey into Sake
1:00 to 2:24
Discover how Xavier began his journey in the sake industry and his experiences.
“So, to start off, could you introduce yourself, please?”
Understanding the Kimoto Method
2:24 to 4:42
Explore the traditional Kimoto method of sake production and its nuances.
“Well, even if you know you have to do something, how do you get connected to a sake brewery and get to make the sake?”
Creating a Unique Blend with Daishichi
4:42 to 8:00
Learn about the collaboration between Xavier and Daishichi Brewery.
“Daishichi preserves this method of kimoto, very specific method, because there is a secret in this process that is still emotional.”
The Art of Blending Sake
8:00 to 11:31
Understand the intricate process of blending different sake types.
“But now I know why it's so difficult to make a great wine and a great sake because it's so difficult.”
Pairing Sake with Cuisine
11:31 to 14:01
Discover how sake can complement various food pairings.
“I don't know what is Namazake, I don't know what is Ginjo, Daiginjo, Kimoto, Junmai Shu.”
Understanding the Strata of Sake
14:01 to 16:04
Learn about the different temperature strata and their impact on sake flavors.
“And after we go to the third strata, the heart of the gate, 35 degrees.”
Serving Sake: Tips for Sommeliers
16:04 to 18:22
Discover how to properly serve sake to enhance the dining experience.
“so if I was a sommelier and this is my first sake that I'm going to try to bring to my restaurant how should I heat it up?”
The Unique Qualities of Sake
18:22 to 19:48
Explore how sake pairs with various cuisines and its health benefits.
“Did you design it with French cooking in mind?”
Wine vs. Sake: A Sommelier's Perspective
19:48 to 20:52
Understand the emotional differences between enjoying wine and sake.
“Me, my job of sommelier, I play every day.”
Show all 23 chapters
Harmony vs. Opposition in Pairing
20:52 to 23:20
Learn about the contrasting experiences of pairing sake and wine with food.
“If you were going to describe the emotion you feel when drinking a really good wine, and then describe the emotion you feel when drinking a really good sake, what are the differences in those emotions?”
Kura Master: Celebrating Nine Years
24:34 to 25:56
An update on Kura Master’s growth and significance in sake judging.
“I'm a bit afraid because I don't know how I can do everything.”
The Sake Judging Criteria
25:56 to 28:01
Discover the factors that influence sake scoring in competitions.
“But in fact, at the end of the day, the consumer drinks sake with a plate, with dishes.”
Understanding Sake Scoring
28:01 to 29:18
Learn about the scoring system used to evaluate sake and its cultural implications.
“So classic so the sight, the nose, the mouth, you know the details, no defects, good flavors, kirei or not, balancing sugar acidity so or the tasting like a white wine in fact.”
Sake Preference and Pairing
29:19 to 31:18
Explore how different sake styles are appreciated across cultures and cuisines.
“Because I saw and I learned in the same time, I learned that French sommeliers say, okay, but modern style, Daiginjo style, it's good, but it's like water.”
Emerging Sake Producers in France
31:19 to 33:32
Discover the growing presence of French sake producers and their unique challenges.
“So this is not a surprise to see that Kimoto is in a good shape in France.”
Sake in French Haute Cuisine
33:33 to 35:09
Discuss the integration of sake into high-end French culinary practices.
“So now they create beautiful Kura in Toyama.”
Cultural Perception of Sake
35:10 to 37:48
Examine how sake is perceived in France compared to traditional wines.
“If you make one of the mother sauces with sake instead of white wine, what changes?”
Experiential Learning with Sake
37:49 to 41:15
Understand the importance of experience and education in selling sake.
“America's been doing some strange things recently.”
Becoming a Sake Sommelier in Paris
41:16 to 42:05
Get insights on where aspiring sommeliers can learn and taste sake in Paris.
“How they should kind of create that experience for their customers?”
Exploring Sake: Recommendations for Young Sommeliers
42:05 to 44:21
Discover where young sommeliers in Paris can taste and learn about sake.
“you had an emotion, you can promote it easily.”
The Importance of Geographical Indication in Sake
44:21 to 47:23
Learn about the significance of geographical indication (GI) and its role in sake authenticity.
“very difficult question GI of course it's so for the person who listens geographical indication it's the same the same philosophy that the appellation in France, AOC, we say AOP, it's a label for the origin.”
The Future of Sake and Geographical Indication
47:23 to 48:34
Understand the challenges and benefits of GI in promoting sake tourism and culture.
“For me, it's a good system to reveal the soul and the heart of the place, of the perfect year.”
Transcript
Automatic transcript. May contain errors.0:02The people of sake actually brought me into sake. Back in 1988 this place was actually in Gimza on the main drag. At first it was kind of soy sauce, it was miso. To the point where it actually changed my life. New Year's Day 1989. Not just sake as a beverage but all the culture and history. Hi, this is Frank and thanks for tuning in to another episode of Sake on Air. The entire team has had a busy summer, but we are finally back with a bunch of new interviews and episodes to share with you. Today we have an interview we recorded with the illustrious Xavier Tuiza after an event where he introduced Gate, the sake he made with Daishichi Sake Brewery in Fukushima.
0:40Xavier, as many of you know, is the founder of the Kuramaster Sake Competition in Paris, and often works with the Japan Sake & Shochu Makers Association on various projects. He was first a guest on Sake On Air back in 2020. I talked with him about making gate, pairing sake, his thoughts on GIs, and a wide range of other topics. Now let's get on with the show. So, to start off, could you introduce yourself, please? Yeah, of course. I'm Xavier Tuiza. I'm a best-sobner of France, best craftsman of France for sommelier class, and also a sommelier of the herb by the Guin Michelin this year. And I'm also a new sake maker.
1:28Yeah, yeah. So to give everybody who's listening to the show a little bit of context, we just listened to Xavier present his new sake that he made with Daishichi. Yes. So what's the sake called? So the gate. The gate means... they get the door open to gastronomy, the door open to sommeliers and world of wine. This is a link between sake and sommelier. Because I saw many times in my experience in France, London, US or in different places that sommeliers can't use sake because they don't know sake. They don't know the categories. sometimes it afraid a bit the sommeliers. And for this reason, they don't use sake in a restaurant because they don't know how to prescribe and to teach to the guests.
2:23So I know from this amount, I have to do something. Okay. Well, even if you know you have to do something, how do you get connected to a sake brewery and get to make the sake? It's a long story because when I started sake 15 years ago, I immediately visited many many breweries and I met Otasan from Daeshichi Sake Brewery. And for me, I was... I feel emotion when I visit this house because I felt a lot of traditional methods, traditional atmosphere, they preserve the knowledge of the grand grand grandfather. it's close to two centuries and a half so it's a long long work and for me I was impressed by this atmosphere and by the sake when I tested the sake from Kimoto method I found the lights I found the energy and for me it was an unforgettable moment can you explain what the Kimoto method is so sorry yes a Kimoto is a traditional method when you start to to create the sake.
3:34Kimoto, we can say it's a natural way when lactic bacteria arrived inside the mast. Normally we had something, a solution, the liquid, a few centiliters and it brings immediately the lactic bacteria so you protect against oxygen like that you have a sake bright and delicate modern style but the kimoto this is a traditional method at this moment the bacteria lactic few decades ago 50 60 years ago have to arrive by themselves and the bacteria lactic are in the atmosphere but to go inside the must it takes two weeks so this method is to move a bit the must to take care of the must and to wait the bacteria go inside the must like that we have a contact with oxygen so it changes a bit the flavors in change a lot the flavors we lose the freshness a peach or maybe green apple turn to the spicy flavors Roots, authentic, spicy cumin, white pepper, this is a different atmosphere, close to the cereal in fact, close to the authentic things from make sake, the rice.
5:05And Daishichi is good at making kimoto? Daishichi preserves this method of kimoto, very specific method, because there is a secret in this process that is still emotional. So I can't share here, sorry. But I have, in fact, a part of the secret, not the totality of the secret. But yeah, this house is so special. And Mr. Sato, the master brewer of Daishichi, is now a national treasure recognized by the government. Oh, wow. And it seems like it's a very traditional brewery. Yeah. So how did you convince them to make a sake with you? Very good question. because they prove they are in fact a bit modern because they are turned to a French sommelier.
5:55I'm a French sommelier. And my job is to provide emotion through the gastronomy. And we have the same philosophy with Ota San, Ota Chacho, the president of Dai Shichi. He likes cuisine. He likes France. And together, when I was in France many years ago, I created emotion to him with pairing with Japanese sake with his sake and he said wow I didn't imagine that French cuisine could serve my Japanese sake my sake so it was for him a very important meeting gastronomy and sake and to celebrate our 10 years of friendship he told me we have to do something together we have to create a sake and I say otasan with a great pleasure we have to preserve the freshness of the modern style but preserve also your tradition so we start to blend together something unique because our main goals was his to create emotion to the guests through the cuisine of all around the world it means use kimoto Ginjo and Dai Ginjo.
7:16But if you put more Dai Ginjo in the blend with a hot temperature, with a Nurukan temperature, it's a bit difficult because it's still complex to have a good result on a warm temperature. So because we blend a perfect harmony, we decided to push a bit the Kimoto to have a warm temperature interesting and to go down the Kinjo Dai Ginjo. But we tried it maybe 30 times. It's very difficult. So it was for me a good experience to find the harmony, to find the balance. And in the world of wine, only the great wines are in harmony and in a perfect balance. But now I know why it's so difficult to make a great wine and a great sake because it's so difficult.
8:07When you were blending, the Daiginjo Ginjo and Kimoto, were you blending it in the glass or were you pouring it into a bottle or a tank? How much were you blending at one time? So we take from the tank and inside the glass because for me the best result is inside the glass, the final result. So we tested like that in different percentage and after when the blend was finished, the bottle stays approximately one year in the fridge for a long aging of one year because when you blend something to create the harmony inside the bottle it takes time if we sell it few months after three four months it's not in harmony everything is still separate the molecules have to make like a fusion and when it's finally in a fusion, so for the molecules it takes one year you have one perfume not different perfume separate, one perfume Did the flavor change then?
9:17From when you created it in the glass when you were first blending to a year later Yeah, because Otassan told me in one year it would be different but it's more beautiful now. Everything was separate but in my mind, in our mind, we tried to imagine this flavors with this flavors with this flavors. We feel free but one. What is the result? And in fact we could imagine. And it was for me the main emotion one year after when I go back to Daichi to taste the results. It's a strange sensation because everything is here but in a different expression. I found my blend but I found it like an adult. For the children, now it's an adult.
10:07It's the same thing. That's so interesting to me. So with the blending, blending is a little unusual in the sake world, right? But it's common in wine? Yeah, in Bordeaux, for example, Bordeaux, it's based on the blend and I know I take a risk to create a blend sake because normally we don't blend in Japan but for me the only one way to have balance is the blend. The only one way to go to elevation is the blend. The blend brings you to the light because you have everything. You have acidity, you have sweetness, you have flavors, complexity, you have texture in the mouth. Because you are different sake, from this reason you have a complete sake.
10:56So with the time we can go to the light and the elevation. For me, edition one, if you taste it in one year, two years, three years, if of course you have a good condition to keep the sake, this is not the end of the story now, just the beginning. Normally a sake we keep it a few months and after it goes down, oxidation and it's finished. But with the powerful and the brightness, the energy of this sake in two years, because it's better now compared to one year ago. So because of the blend, we can go through one, two, three, four years. No problem. I believe in it. Is it pasteurized? One time only.
11:42One time only. yeah yeah and it's it's regular the the ginjo daiginjo and kimoto they were they're separate brands yeah right yeah and so it's not special sake made to be blended it's absolutely it's separate um but here we want to create harmony but my main goal was to teach to the sommelier to the people all around the world what is a balanced sake as i said before sommeliers are confused with sake. Which category? I don't know what is Namazake, I don't know what is Ginjo, Daiginjo, Kimoto, Junmai Shu. What is this complexity? On the label, we have nothing. No Junmai, no Daiginjo, no Semai Buai, no polishing rate because it's a blend.
12:32So by the law we We can't put because we have everything. But for me, it's just the gate. The emotion of the sake is here. And the emotion of the blend. This is the most important thing. So when you say you want to help sommelier, what has been your experience? Because you're that head sommelier now. Yeah, yeah, yeah. And when I began in the sake, in the world of Neon Shu, I understood nothing, but I just knew that I love modern style. I like peach, eat drink, light, delicate, like water. So for me it was fun to taste this sake. But I have no idea of all the potential of the sake. And when I taste a pure kimoto, wow, it's sensational.
13:21Because I can try to make pairing with hot foie gras, with poultry, with with the scallops very cooked like that and with a high intensity in a texture and a taste with mushroom, kimoto and mushroom is fantastic and also with a french cheese. I love this idea. So Kimoto pushed me in the idea of pairing with a seke. So when I asked Otasan to make a seke together, Kimoto was for me a foundation. It's a seke based on Kimoto and Orion we had Ginjo Da Ginjo in a different strat, you can say. but the first strat when it's cold it's brightness close to water because when it's cold in a small glass we feel the water and the brightness so this is the most delicate way but if you grow up in temperature you go to the second strat a bit more spicy like cumin or white pepper flavors more intense in mouse because we add oxygen with a large glass and we add temperature go until 18 degrees, second strata.
14:44And after we go to the third strata, the heart of the gate, 35 degrees. This is where we find everything he has into him. at the bottom. So this is the most important thing because 35 degrees reveal everything even the defect. When it's hot. We take a big risk. So because it's based on Kimoto I reveal the soul and the heart of Kimoto. The soul and the heart of the gate. And finally we find the last strat, 35 degrees with a world of comfortable moments, like I said, a pajama moment, at home, kukuning sake. And for me, you enter here in a world of texture, of authenticity, and the way where all Japanese people drink sake before, hot, now it's less trendy to drink sake hot but back to basics it was the end of the story of the gate so if I was a sommelier and this is my first sake that I'm going to try to bring to my restaurant how should I heat it up?
16:14because I don't have the warming station that Japanese restaurants have how would you recommend to serve it for someone who's very new it's the first sake going to be at the restaurant something very easy so first of all you put it in a fridge for a long time so when you take your bottle it's cold and I have a recommendation for that you can sell to your guests so for example if you want to taste it cold you sell it with appetizer with asparagus, iodine cuisine, raw cooking fresh and cold appetizer if you sell a glass but if you want to sell it with maybe a meat or a fish, you keep the bottle with a red wine on the same temperature.
17:00The sake is powerful to be kept in storage like a red wine but you change a bit. But the best experience for me, the ultimate experience is to start to sell a bottle, a full bottle for all the menus, you start to serve at 10 degrees on the first appetizer and you put the bottle on the table. And you serve minutes after minutes, the temperature grows approximately 2 degrees in 30 minutes. And by this way you go to 12 to 14 to 16 to 18. And for the moment of the main course, the beef, you are at 18 to 20 degrees. And you can follow the evolution all along your dinner. If the sommelier is smart, you can change the glass with the meat for the 18 degrees to enhance more the flavors.
18:05And it's a totally full experience. So if you don't have the things to bring the sake on warm temperature, these two first steps are fantastic. Because you can understand many things. That's very interesting. Did you design it with French cooking in mind? Yeah, French and Greek and Peru with ceviche, Japanese of course, India. So sweet cuisine, Chinese cuisine also, because Chinese cuisine is very difficult because they like that Chinese people. Wine, in fact, can't make a good pairing with Chinese cuisine, with a spicy cuisine. And they are proud of that. Ah, you, the French, you can't make pairing with our cuisine.
19:00It's unique, our cuisine. It's right, because it's very spicy. But Japanese sake can make the pudding. Japanese sake is in elevation. In fact, Japanese sake enhance the flavors of the dishes. That's why it's a unique beverage. And that's why in gastronomy, we have, for me, the beverage of tomorrow. No sulfites. everything is no SO2 we have also no chemical product in fact because everything is natural, it's water and rice so this is for me the healthiest beverage on the planet Will you stop selling wine at some point? and only sell sake? I think of course both are in adequation and for me, no question to be in competition with wine because it's two different pleasures, two different emotions winemakers love sake brewers and sake brewers love winemakers so it's a good relationship and for me, I'm not here to say sake is better than wine or wine better than sake but just to say we have two worlds that where somebody can play The goal is to play.
20:28Me, my job of sommelier, I play every day. I learn because I play. Or I play because I learn. I don't know if they're right. But it's still important for me to keep in my mind that I'm here only to give pleasure and emotion. So my only one goal in my research, how can I give pleasure to my guests? If you were going to describe the emotion you feel when drinking a really good wine, and then describe the emotion you feel when drinking a really good sake, what are the differences in those emotions? It's a very good question. I can compare both emotions between white wine and sake. Because acidity is here, texture is approximately the same, with a mineral sensation, so like you feel you like a rock.
21:20It's the same thing in a white wine and a sake. But it's very different with a red wine because in a red wine we have tannin. Tannin is the things very different between sake and wine, so the texture of tannin and oak, the oak barrel and tannin. So that's why Bordeaux is so at the opposite of Japanese sake. But Cabernet Sauvignon aged in an oak barrel like Bordeaux style, Bordeaux blend, and sake both can make a pairing with a beef. Because in fact it's too emotional. Beef and Cabernet Sauvignon aged in an oak barrel bring texture, bring tannin. so it's like a conversation between beef and wine.
22:11And both are together, but they discuss. They are not in harmony, in fact. In opposition. In opposition, but with pleasure, of course. Japanese sake enhance the flavors of the beef because the texture of sake, the DNA of sake, is an enhancer of flavors. Exhaustion flavors. And because it exhausts flavors, it means like an harmony. Because the seke stay humble versus the cuisine, serve the cuisine. When you bring in the mouth the beef, you bring the seke at the same time, we have after a few seconds we have more taste of beef in mouse before the seke but the seke because the seke had the enhancement of flavors interesting you have to try it so it's harmony not opposition but Mr.
23:21X could love opposition because but me also I love Bordeaux and the beef because I like this conversation and this opposition because both exist but I love also the peaceful that sake bring in the harmony of the pairing so it's like you choose between a Picasso and a Monet it's very difficult that's a really good analogy I really like that analogy that's excellent thank you thank you Hi! Sorry to interrupt my interview with Xavier, but I have a special announcement from the Sake & Shochu Information Center. On Saturday, September 20th at 4pm, the Information Center will be hosting a Kouta event.
24:05Kouta is a traditional type of Japanese music where a singer is accompanied by a single shamisen. If you are interested, you can get tickets at jss-event17.ptix.com. That's jss-event17.petix.com. Hope to see you there. Now, let's get on with the show so savia you've been on the show five years ago um episode 53 yes of course of course so it's been a long time yeah too too long too long my fault yeah no no you've been really busy you've been doing all these things um so what i wanted to check in how is kura master going ah thank you very good very good because yeah this year we celebrate the nine years old of Kura Master.
25:05And now we have 160 judges. Yeah, it's huge. And 1 ,200 sake. So I'm so happy. I'm a bit afraid because I don't know how I can do everything. But I have a very good team. And yeah, everybody in Paris enjoy to see Kura Master grow up. But also, as I said, And the same rule, on the 100 points we give, 100 points, 40 are delegated to the capacity of this sake to pair with French cuisine. So that's why you have a different result. It's not an election of the best sake. It's an election of the best sake with French cuisine, to pair. And for me, we speak as a professional about technical. We speak about the process, the defect.
26:08We are looking for the defect. But in fact, at the end of the day, the consumer drinks sake with a plate, with dishes. So we have to speak about that first of all. And I love technical, I love the process, I like all the details of the production. but it's not the truth in fact. The truth in the plate is in the moment where you open the bottle. Do you have pleasure? How do you drink it? With which kind of dish do you drink it? So everything is complex in fact. So we have to stay focused on that. Think about the moment where we drink the sake. It's so important. But at Curemaster you're not drinking a sake and then eating a little bit of food, right?
26:55No, no, because there is one price, this is gastroenteric price, and we change every year. So it was cheese, before we make butchery, we make mushrooms, for different, every year we have different categories, but it's special price. But of course for the rest, the sommelier, imagine the pairing, say, oh, this sake, bring me to iodine. oh yeah I love it this sake brought me to beef or to mushroom because it's kimoto I imagine the dish it stimulates the creativity of the sommelier and more a sake stimulates the creativity of the sake more he's able to create emotion with french cuisine so it's if it's if it's that spark for creativity yeah of course then then it gets a high score absolutely but if if the sommelier taste it and it's like hmm what should I do then then it's like not so good yes that's how it works.
27:58Oh I see okay interesting. 40 points on 100 it's a lot. What are the other 60 points? So classic so the sight, the nose, the mouth, you know the details, no defects, good flavors, kirei or not, balancing sugar acidity so or the tasting like a white wine in fact. We follow the rules of white wine testing, but we have this 40 % point of capacity. In fact, we use the code of wine to judge sake. And people like that, Japanese people like that, because when we show the results, other breweries say, wow, it's a different result than the competition in Tokyo or in another Japanese contest. Are there breweries that make a sake for Kuramaster?
28:56Or are they just whatever sake they're making, they send that this year? This is authentic sake. We don't ask to change nothing. First of all, I imagine when I created Kuramaster that Daiginjo will be the king. In fact, not. Because I saw and I learned in the same time, I learned that French sommeliers say, okay, but modern style, Daiginjo style, it's good, but it's like water. So don't speak to me to create a pairing. Say, wow. I say, okay, good news. I didn't imagine that. And they said, we love Kimoto style and traditional method. For me, my education was first by Ginjo and after I pushed the door to Junmaeshu and Kimoto to finish with Koshu.
29:57But in fact, I learned that they love Koshu and they love Junmaeshu, not too polished. The big star who polish a lot, don't win Kora Master, never. It was a big surprise for me. 60%, 65%. So, yeah, we are a country of tradition, in fact. I discovered that. That's so interesting. Because, like, in the Japanese competitions, like the kampyokai and stuff, almost everything is ginjo, right? Yeah, of course, of course. Of course. But I think it's good for the sake because it proves that different cultures enjoy different kind of sake. and even for the American people even for the other countries you can love you can enjoy a beverage only if it pairs with your culture with your cuisine your own cuisine for example French cuisine is rich creamy a touch of spicy but more creamy and full intense so French sommelier recognize the Kimoto as a very good pairing and it's right in fact.
31:12You know Paul Bocuse, famous chef, traditional French cuisine, many creams, many many creams. So this is not a surprise to see that Kimoto is in a good shape in France. Interesting, interesting. Are people making French sake? Yes, Les Larmes du Levant in Rhone Valley, which is a very good thing, a very good sake with a special water from Pila Mont. It's the name of a mountain in the central of France.
31:54There is also Koura in Burgundy, but not at the same result. The thing I think we miss is regularity in the process. And rice, really not the same rice. So they import some rice, but it's not a first choice, I think. Or, yeah, it's still complex. So, L 'Arm du L 'Anne was good, but for the rest, it's a bit complex now. So I think we have a climate too hot, a bit too hot it's better to have a winter more cold than we have in France it's a bit too hot I trust however in the sake of Norway oh really? did you say it? I haven't tried it I think you can find it in Tokyo sake of Norway I forgot the name because it's a complex name in Norway but find it come from the snow not too bad for sake and it was for me a great emotion.
32:58Great emotion, yeah. Very good, very good. Are there any, do you know of any, like, French men who are, or French ladies who are in Japan, like, making sake or anything like that? One more. It's Richard Geoffroy, who made Iwa. Iwa sake. I-W-A, Black Label, maybe you saw that. Right in white. It's Iwa and with Charlie Picard. Charlie Picard is the CEO of Iwa, French man, so I know them well. They come from Don Perignon, Champagne. So now they create beautiful Kura in Toyama. And this is the other one. We are two now. I'm not a brewer because I create one sake only, but I'm with Otasan, of course.
33:49This is Daishichi first. but yeah they are full full Kura oh wow excellent what do you observe in the French market especially like in high-end restaurants is there more sake is there less like what's going on in the French market the French market goes well because we did in three years plus 35 % very good 35 % 37 I think 37 Nothing. Wow. Because the sommelier and because the chef like sake. For example, we have a three stars Michelin restaurant in South of France, in Marseille. You know, for the sauce in France and for the cooking, we use many white wine, the base sauce. Instead of white wine, he used sake for many years.
34:37Three stars Michelin, and he loves sake. And many, many chefs, Yannick Elenow, Alain Ducasse, make sake, use sake. Sorry, use sake. But Alain Ducasse made a sparkling sake with a shit chicken. So it's a good sign. Because Alain Ducasse make his sparkling with a shit chicken, bring it in France. All people in France like it. and to enjoy a moment in a terrace at the start of the evening, it's a perfect moment. Oh, wow. Oh, that's very interesting. If you make one of the mother sauces with sake instead of white wine, what changes? How is it different? Is it much different or is it mostly the same?
35:28Could be different. Of course, it's different, but the art of the experience, in fact, it's the same because it's like Jumuller, you know, with different flavors. But the texture is here. And I think we have to taste white wine versus sake in one dish. We have to play many times to see, oh, in fact, it's not too strange sake. It's not too complex because I have the code of white wine. So for me it's an adéquation with the code of white wine. The common point. All the beverages we like to drink with pleasure and quantity. All these beverages come from the fridge. Beer, cedar, white wine, Japanese sake.
36:22It refreshes the body. Except the red. The red is not to refresh the body. It's a moment in a restaurant with the meat, it's a moment more precious, maybe more unique. So we're prepared to drink it, but to drink something to refresh the body, everything comes from the fridge. And the white wine and the sake come from the fridge, like the beer. so that's what I trust in the future for the red in a light red style low color like a dark pink I believe in this category of wine the light red in the future the Saint-Saëns grape in the US the Pinot Noir delicate like an infusion this is the future because we could drink cold oh fresh so it's almost like the future of red wine is becoming a little more like sake.
37:25Of course. Of course. Interesting. Of course. And sake is a fisher of wine. If you want to... I think there's a lot of sake brewers that would be very excited to hear something like that. That's so interesting. I also wanted to ask about... Well, I guess, talking about the French market. I'm an American. America's been doing some strange things recently. No, no, it's a kid. What is the state of import-export? Is it easy to import sake into France or is it difficult? Yeah, it's easy, but as an American, you can speak about the tax.
38:12Of course, for us in France, the tax is important. you consider you see a bottle of sake in a shop in Tokyo it's two times the price in a shop in France two times so 10 euro mean 10 dollars in Tokyo mean 20 in France but 50 mean 100 so I think if we have a low tax of course but everybody think the same thing but if we have a low tax of Of course, we can sell even more sake because the good sake arrived at 60-70 euros in a perfect opposition to White Burgundy, which is very famous in France. So it's a very difficult opposition because for the same price, and I'm lucid on that, French people don't want to choose a bottle of sake compared to a bottle of Meursault or Montrachet because it's the same price.
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39:14but a glass of sake before the wine, it's okay. That's why the sommelier could change the thing. The sommelier can change the world. Yeah, interesting. From this point of view, of course. Not all, but it can change the consummation because you're smart and because you sell one glass of sake before the white wine just for the first appetizer as an experience. but the face of the guest is bright because he learned something. The most important thing is to learn, to teach many things to your guests and when the customer learns, you win. I remember during the explanation earlier today that you mentioned that sake is a very experiential leverage.
40:07Could you talk a little more about that? Yeah, because they try something new, and in fact, they trust us. So by themselves, they never choose Seike in a list. But because we explain, it's an experience because they try something, they explore new emotions. They explore new flavors, aromas. The flavors of the sake are totally different than no one. So they smell something their nose never smelled before, never felt before. So the brain is lost. Emergency. What is that? This is experience. So you say, oh, it's a new smell, but it's not a bad smell. It smells good. So I want to taste it. He tastes and he feels like water, like purity of Japan.
41:02and it unifies the people, I think. The experience. Learn something. Give to your brain some new information. This is the most important. Do you have any advice for a new sommelier who wants to start selling sake? How they should kind of create that experience for their customers? First of all, they have to taste many different sake. Take notes. I like ginjo. I like daiginjo. I like kimoto. Why? for this reason, with this reason, with this reason. And after, from the flavors of the sake, they have to search emotions, to search how we can sell it. So of course, Daiginjo and Ginjo, it's asparagus, vegetable, iodine, and try it by themselves before to feel the emotion.
41:57You have to feel the emotion before testing because this is a better way to promote it. Because you had an emotion, you can promote it easily. So go in a sake bar, explore, taste, eat, drink at home, play with this beverage. It's a good friend who looks like a white wine. In fact, it's a beer of wine that we can drink like a wine. Interesting. That's cool. But let's say in France, I'm a young Parisian guy. I just finished my certification to be a sommelier. Where could I go to drink sake? In Paris, there is La Maison du Sackier. So it's a big shop in Paris that they sell a lot of sake and we can taste it.
42:48and there is a little bar when you can explore that with the sake sommelier also in different shops in Paris because I have a shop in Paris in my shop we can sell sake also so it's a good recommendation from my team also and yes, there is more and more wine shop with sake so they have a specific fridge because in my contest Cours Master 160 different judges, it's 100 sommeliers, 60 wine shops. So in Paris, more and more, we have persons who sell sake with good advice. So the best wine shops in Paris are able to teach you. And also you have WACT, one and three in France. So you can, WACT1 is a base of sake, it's one day.
43:50WACT3 is three days. And after this moment, you understand everything, it's clear. So you have to work to understand. But it's normal. Everybody I work, me too, I'm still an apprentice now. So it's important to keep that in our mind. we are still apprentice excellent, that totally makes sense so for my final question which is maybe a little difficult question but what do you think about the current growth of GI in sake very difficult question GI of course it's so for the person who listens geographical indication it's the same the same philosophy that the appellation in France, AOC, we say AOP, it's a label for the origin.
44:47I believe in the origin because I believe there is different prefecture in Japan with different cultures. And it's so important to celebrate the prefecture. And a GI is a reflection of the tradition of the place and the history. For me it's interesting because we have different waters, different knowledge. For example, a toji in Kyoto can't make sake in Aoyama or in Hiroshima or in Niigata. You have to restart the school. Maybe you know that. It's a specific thing, but if you have 30 years in Kyoto, you have to restart a bit the school, the guild, in Niigata. it's crazy but it's like that so it means that there is different methods subtility in the method different um story and for me uh is important because it protects the knowledge of the the place if you respect it uh you deserve the gi you deserve to be the proud sake of this area because you are proud of your origin and proud of the previous generation.
46:08So for me this is the authenticity of the place. Also, sometimes it's difficult because the rice could travel a lot. Yamanan Nishiki in Yogo, the best, go through Japan, everywhere. So where is the origin? In fact, my dream is to classify the water. And by classification of water, you have the perfect identity. In the GI, they classify water in fact. They say clear and pure water from Niigata or maybe Yamagata. It's very clean and pure. but also the strong water of Nadagogo in Kobe. So they classified it. But like Appellation in France, I think it's good for the consumer to say Sake of Yamagata, Yamagata freshness.
47:12It's a good thing to teach all around the world. But I know it's a difficult moment for Japan because there is many people against that, many people for that. so like every change when we change something like industry of sake it takes time and I'm sure in the future we need GI to understand more the the Japanese sake and to promote the area for example Saga Saga is GI but nobody knows Saga in France but with GI Saga oh where is Saga south of Japan okay show me so in Kyushu Island the Saga is here beautiful water and it's right it's a beautiful water of Saga and people say oh next time I go in Japan I would visit Saga so for the tourism also it's a good thing for GI are a good thing so for the moment I say I trust in it let's see but we have to continue to promote the GI.
48:19For me, it's a good system to reveal the soul and the heart of the place, of the perfect year. That makes sense. Excellent. Thank you very much. Merci. Merci beaucoup. Thank you so much. Do you have anything you want to say at the end or anything you want to share with the listeners? No, I'm just happy to create this beautiful Seké de Gates to show all sake can do in one bottle and all the capacity of sake to create emotion. This is the most important thing. Awesome. Thank you so much. Thank you so much. Thank you. Thank you Xavier. Thanks for listening to this episode of Sake On Air. We'll be back with a new episode very soon.
49:03But in the meantime, please take a moment to review us on Apple Podcasts or wherever you get your podcasts. As always, send your questions and comments to questions at sakeonair.com or reach out to us on Instagram or Facebook at at Sake on Air. Don't forget that we have a YouTube and a sub stack as well. Sake on Air is made possible with the generous support of the Japan Sake and Shochu Makers Association and is broadcast from the Japan Sake and Shochu Information Center in downtown Tokyo. It is produced by Export Japan and our team is Shuso Imara, Justin Potts, Arlene Lyons, Cindy Bisseg, Chris Hughes, Chris Pellegrini, John Gottner, Marie Nagata, Miho Ota, Rebecca Wilson-Lye, Sebastian LeMouin, and me, Frank Walter.
49:48Until next time, kompai!
From the publisher
We are back! Sake on Air’s long summer hiatus is over and you can expect lots of new episodes in the coming weeks and months. Starting off is an interview of Xavier Thuizat, sommelier extraordinaire, about his new sake project with Daishichi Sake Brewery, how to pair sake, the emotional experience of drinking sake and many other interesting topics.
Frank Walter interviewed Xavier after an event explaining the creation of The Gate, so there is a bit of background noise. But the conversation is definitely worth it.
Check out the Kouta event at JSS on 9/20 here: https://jss-event17.peatix.com/view
Subscribe to our newsletter: https://sakeonair.substack.com/
We’ll be back very soon with plenty more Sake On Air.
Until then, kampai!
Sake On Air is made possible with the generous support of the Japan Sake & Shochu Makers Association and is broadcast from the Japan Sake & Shochu Information Center in Tokyo. Sake on Air was created by Potts K Productions and is produced by Export Japan. Our theme, “Younger Today Than Tomorrow” was composed by forSomethingNew for Sake On Air.
