Brewer eyes global sales boost using popular sake Dassai's brand power

The brewer of popular Japanese sake Dassai recently changed its company name to match its signature label, in a move aimed at boosting global brand recognition to expand sales abroad."The entire globe is our market," Dassai Inc. CEO Kazuhiro Sakurai said, with the company aiming for overseas markets to eventually account for 70 percent of total sales, up from 40 percent currently, amid a decline at home.Before the rebranding in June, the brewer's previous name, Asahi Shuzo Co., proved to be an obstacle in its expansion efforts abroad, often being confused with other companies."Asahi," meani…READ FULL ARTICLE