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Hiro Sake – ALFA Brands Inc. Press Release



Tampa, FL (September 6, 2023)Hiro Sake®, the award-winning, handcrafted, premium sake from Japan, has appointed ALFA Brands Inc. to be its distribution partner for the Global Travel Retail.

Hiro Sake® is a premium Japanese sake brewed in the Niigata Prefecture, the premiere sake-producing region of Japan. Hiro offers the ultra-premium

Hiro Gold,  super-premium Hiro Blue,  premium Hiro Red as well as the brand-new Hiro Saketini RTD canned cocktail.

HIRO GOLD, an ultra-premium sake known as Junmai Daiginjo sake, a product crafted from 100% Koshi-Tanrei sake rice. This rice is grown exclusively in the Niigata Prefecture, the premier sake producing region in Japan. Hiro Gold is produced in limited quantities only once a year by master-brewer, Toji. Hiro Gold is not available in Japan and is exclusive to US and travel European Travel Retail with a suggested  retail price of $100.00 (15% alc./vol.; 720ml). Hiro Gold, twice Winner of a Double Gold Medal at the San Francisco World Spirits Competition joins the portfolio of Hiro Blue and Hiro Red, which have been growing double digits since their introduction in 2013 and are now available in over half the US domestic markets.



Hiro is a hand-crafted Japanese sake using only the finest ingredients at the Brewery Taiyo Shuzo, established in 1635 in the Niigata Prefecture. This Brewery is considered one of the finest craft sake breweries in Japan. In addition to the new Hiro Gold Junmai Daiginjo, Hiro offers Hiro Blue Junmai Ginjo (15% ABV) available in 720ml and 300ml bottles with a suggested retail price of $40.00 and $20.00 respectively, and Hiro Red Ginjo (15% ABV) also available in 720ml and 300ml bottles with a suggested retail price of $30.00 and $16.00, respectively. Hiro Red and Hiro Blue can be used in an infinite number of cocktails, standing in for vodka, rum, or gin and with only half the alcohol of traditional spirits. Hiro Sake is only 39 calories/ounce, additive- and preservative-free, gluten-free – made from rice-, histamine- and allergen-free – no allergic reactions-, and has one-third the acidity of wine, making it easier to metabolize.



“As we celebrate our 10th anniversary of the U.S. launch of Hiro Sake, we are excited to partner with ALFA Brands Inc. due to their long-standing expertise and compelling reputation in building super and ultra-premium brands in the Global and US Duty-Free/Travel Retail channels”, says Marco Destefanis co-founder and CMO of Hiro Sake LLC. “We have grown double digits every year since 2013 and this year we are looking forward to expanding the presence of Hiro Gold, and the ultra-premium Sake category, into the US Travel Retail and internationally”.

“We are extremely honored to be representing Hiro Sake hand-crafted products, and very much look forward to increasing the awareness and presence of this exquisite ultra-premium brands. To date, the Sake category has been under-represented in all segments of Duty-Free/Travel Retail, and we see an exciting and real opportunity to build a new refreshing category for Hiro Gold, Blue and Red in Duty-Free/Travel Retail. Partnering with the founders of Hiro Sake has been an extremely rewarding experience and we look forward, to welcoming everyone to our stand in Red Village – K 7, this October, at the TFWA in Cannes”, commented Franco Gabriele, Founder  and owner of ALFA Brands Inc.


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