Actor and producer Cate Blanchett joins Hokkaido-based Toku Saké as creative director, and tells us, ‘I've been obsessed with creating a sake for a very long time’
Premium sake brand Toku Saké has announced Cate Blanchett as its new creative director, 18 months after launching onto the UK market. trilogy, will play a very different but integral role for Toku Saké, overseeing creative strategy and direction, from new product development through to innovation.
Sake has suffered from misunderstanding among consumers outside of Japan, but the brains behind Toku are hoping their brand will help to re-educate consumers on the many ways in which this versatile product can be enjoyed. And Blanchett’s investment will no doubt help them do just that.When it comes to how she will approach her new role, Blanchett wants to pay homage to the traditions at sake’s roots while also evolving the experience of the consumer.
While the export market for sake looks strong, production has been dwindling since a peak in the 1970s, and local interest in the category is waning. How does Blanchett hope Toku Saké can help bring the category back to health? 'Part of what drew us to the category in the first place is love, respect and reverence for the traditions and the processes.
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