Joto is Japanese for “highest level” and it describes the makers of our saké and our aspirations as their importer. Our breweries could also be described as jizake, or “local.” They are located in different regions of Japan, produce their saké in small batches and primarily use locally raised rice. They have unique stories and contrasting flavors and styles.

Our mission at Joto Saké is to become a bridge between Japanese artisanal saké and the American market. As we have launched our company, we have met hundreds of people who love saké, but find it intimidating and indecipherable. We have thought long and hard about how to bring the world of jizake, or artisanal saké, to life without “dumbing it down,” “Americanizing it,” or just making it cheesy. We have talked to Japanese and American consumers, trade partners and journalists alike, and we have wrestled with many important decisions.

The end result has been for us to make education our number one priority. On our front labels, we have translated producer names and locations into English so you would have this information at your fingertips. We also assembled tasting panels and reviewed a range of tasting notes so we could write back labels which were accurate and helpful. Most importantly, we have tried to create a website, brochures and other materials that take you into the heart of the world of saké. Instead of talking down to you or over you, we are trying to talk to you, intelligently and clearly. As much as possible, we are leading saké dinners, teaching saké sections of wine classes, conducting in-store tastings and participating in other activities which increase knowledge and awareness.

We have also implemented a highly disciplined approach to portfolio management. We only handle artisanal Japanese saké, which we select after a rigorous evaluation process with a group of experts. All of our saké makers sell roughly 80% of their saké locally. They also use locally raised, indigenous
rice varietals for almost all of their sake. Their sakés are geared towards the foods of their regions, too, making them ideal for a range of cuisines. Likewise, we avoid duplication in flavor profiles, picking producers whose styles differ from each other. Lastly, we have a passion for breweries that have rich and wonderful histories, making them fun to learn about and explore.

If you can’t find our sakés in your market or at certain places in your market, please let us know. We will do our best to reach you. And, please let us know how we are doing in helping you learn more.

Henry Sidel
President