Sho Chiku Bai, the Sake brand that TAKARA manufactures and sells, was launched in 1933.
Sho (pine), Chiku (bamboo), and Bai (plum) are collectively known as "The Three Friends of Winter" due to their shared evergreen endurance and vitality during the cold winter months.
Just as these elements have long symbolized times of celebration and delight, the flagship brand Sho Chiku Bai is widely recognized as a Sake for celebration and dramatically expanded its share in the special occasion and gift Sake market from the second half of the 1960s.
The Japanese domestic Sake market has declined from its peak of the year 1973, but Sho Chiku Bai has steadily expanded its share of sales through a stronger line-up that coincides with consumer needs.
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