Different Sake Label Formats
Sake bottles are adorned with five principal label formats, each serving a unique purpose:
- Front or body label: Positioned prominently on the bottle's front, this primary label conveys essential information about the sake.
- Back label: Located on the reverse side, the back label typically contains legal details such as ingredients and alcohol content.
- Shoulder label: An optional label that sits above the main label, often highlighting the brewing methods or type of sake rice utilized.
- Neck label: Another optional feature, this label is draped around the bottle's neck, frequently used to showcase awards or promotional details.
- Sealing label: Applied over the screw top and neck of the bottle, this label, akin to the shoulder label, may denote the sake rice variety or other product specifications.
Together, these labels offer a comprehensive snapshot of the sake's identity, from its origins and composition to its accolades. Let’s explore each sake label in detail.
Sake Body Label
The body label (or front label), prominently placed on the front of the sake bottle, serves as the primary source of information and brand identity. This label is not just a marker of content but the face of the sake itself, playing a crucial role in brand recognition. It prominently displays the brand's main image, often featuring Japanese characters representing the brand, and occasionally, its English translation.
In recent years, there has been a significant shift towards more artistic and original designs on these front labels. This evolution mirrors trends seen in other alcoholic beverages, such as wine and craft beer, aiming to captivate a younger demographic with its aesthetic appeal and unique identity.
Sake Back Label
The back label of a sake bottle functions as a secondary, yet vital, source of information. It primarily focuses on presenting legally required details, such as the sake's ingredients, alcohol content, and volume. This label is strategically placed on the bottle's rear to complement a front label that emphasizes aesthetic design.
Beyond basic legal information, many breweries leverage the back label to enrich the consumer's experience. Detailed tasting notes and flavor profiles are common, offering insight into the sake's character. Additionally, the incorporation of QR codes has become increasingly popular, providing direct access to the product's webpage or the brewery's site for further engagement. The back label often includes a product barcode (JAN code) as well, facilitating inventory management and sales tracking. This blend of mandatory information and interactive elements makes the back label an integral part of the sake presentation.
Sake Shoulder Label
The shoulder label is an optional, yet strategic, sticker located on the upper part of a sake bottle, an area likened to a person's shoulder due to its gradual widening. This label serves as a prime space to highlight the sake's distinctive features, such as its classification (e.g. “Junmai Daiginjo”) or the type of rice used (e.g. “Omachi”). In addition to showcasing specific sake attributes, breweries may opt to use this space to enhance their brand's image, featuring the brand name or a catchy tagline.
Despite its marketing potential, not all breweries choose to employ a shoulder label, often due to the additional costs associated with printing and application. Nonetheless, for those that do, the shoulder label offers a unique opportunity to communicate the sake's quality and character, or the brewery's identity, directly to the consumer.
Sake Neck Label
The neck label serves as an adaptable promotional feature, elegantly draped over the neck of a bottle—the slender section ascending from the shoulder to the mouth. Typically designed as a tag with a circular opening, it fits precisely around the bottle's neck, ensuring a snug and secure placement. This label is not just a decorative element; it plays a pivotal role in marketing and consumer guidance. It's commonly utilized to highlight achievements such as sake trophies and awards, showcasing the product's excellence and recognition.
One of the key benefits of the neck label is its temporary nature, allowing for easy removal when no longer needed or after the sake has been consumed. This feature is particularly useful for conveying temporary messages or awards that are relevant at the point of sale but not necessarily beyond. Additionally, neck labels are often employed to issue warnings, especially with varieties of sake like sparkling or cloudy sake, which may overflow upon opening due to residual fermentation gases. This versatile tool not only enhances the bottle's aesthetic appeal but also serves as an important medium for communication and brand storytelling.
Sake Sealing Sticker
The sealing sticker, an optional yet impactful sticker, is carefully positioned over the lid, cap, or bottle stopper of a sake bottle. Its primary role is twofold: it acts as a tamper-evident feature, clearly indicating whether the bottle has been opened, and it promotes hygiene by ensuring the contents remain uncontaminated until the moment of opening. Beyond these practical functions, the sealing seal serves as a canvas for branding, capable of carrying the brand's logo or product catchphrases to enhance appeal and support sales promotion efforts.
Moreover, the sealing sticker often conveys critical product information, such as the type of sake rice used or specific sake classifications, like unpasteurized sake “Namazake”. This not only aids in consumer decision-making but also adds a layer of sophistication and detail to the product presentation. The strategic use of sealing seals exemplifies a brewery's commitment to quality, safety, and brand identity, making it a subtle yet significant component of sake packaging.
Different Sake Label Materials
Sake labels come in two primary varieties: the traditional paper type, which lacks adhesive on the back and requires a separate application of glue for attachment, and the sticker type labels, which come pre-equipped with a self-adhesive backing for easy application.
Paper Type Sake Labels
Sake labels are predominantly crafted from either coated or matte printing papers, materials known for their widespread use and affordability. For those seeking an authentic Japanese aesthetic, Washi (traditional Japanese paper) is occasionally employed, offering a unique, elegant touch.
While paper labels are cost-effective and readily available, making them a popular choice, they have their limitations. Exposure to moisture can lead to these labels peeling or tearing easily, a notable drawback during storage or handling. To mitigate this issue, some brewers opt to encase paper labels in a protective layer of transparent plastic film, enhancing their durability.
In terms of application, paper type labels require the use of adhesive glue. Sake labels, especially for large 1800 ml bottles, often utilize paper materials designed to adhere smoothly and reposition with minimal wrinkling due to their extensive surface area. Although paper labels necessitate a separate gluing process post-delivery, this method allows for a broader selection of materials. This is particularly true for Japanese paper options, which range widely in texture and quality, providing a luxurious feel to the product.
Sticker Type Sake Labels
Sticker or seal labels are ideally suited for sake varieties that are frequently refrigerated, as their resilience to moisture makes them perfect for storage in cool environments, including refrigerators and freezers. The convenience of sticker-type labels lies in their no-glue application, allowing for a wide range of customizable shapes that can significantly enhance a product's uniqueness and market differentiation.
For smaller sake bottle sizes, such as 720ml, 300ml, and 180ml, sticker materials are favored for their simplicity and reduced application time. These labels offer a practical solution for emphasizing a brand's distinctiveness without the need for extensive labor.
Regarding the production of sticker-type labels, there are two primary printing techniques: sheet printing and roll printing. Sheet printing involves arranging multiple labels on a single sheet, which are then cut out for use. Roll printing, on the other hand, presents labels in a continuous roll form, making it an efficient method for producing a large volume of stickers in a compact, rolled arrangement. Both methods provide versatility and efficiency in label production, catering to various packaging needs and preferences.
UV Ink Printing of Sake Labels
UV ink printing enhances the visual appeal and longevity of sake labels but at a cost premium over conventional paper-based or sticker-based labeling methods. Utilizing ultraviolet light, this advanced technique rapidly cures and dries the ink, producing labels with exceptional vibrancy and precision. The fast curing ensures that the colors remain bright and the details sharp, providing resistance against environmental factors like moisture and UV rays that typically lead to fading or smearing.
The superior quality of UV ink-printed labels is particularly attractive to sake brands aiming to set their products apart through complex designs and robust finishes. Their sophisticated appearance and enhanced durability make them a worthwhile investment for elevating a brand's image and appealing to discerning consumers. Despite the higher costs associated with the technology and materials required for UV ink printing, the benefits in terms of brand enhancement and customer appeal are significant.
Increasingly, renowned sake brands, including premium names such as Aramasa’s No. 6, are opting for UV ink-printed labels to capitalize on their advantages. These include consistent quality without the need for manual labor, excellent resistance to humid conditions, and the flexibility to print around the entire circumference of the bottle, allowing for creative and captivating label designs. This makes UV ink printing a compelling choice for sake producers focused on innovation and quality.
Sake Label Specifications & Requirements
The labeling requirements of sake are regulated by the National Tax Agency. The Sake Manufacturing Process Quality Labeling Standards (清酒の製法品質表示基準) provides a framework for the mandatory and optional labeling items, as well as forbidden labeling terms.
As a general rule, labels must be written in Japanese characters in block or gothic style. All labeling items, except the product category, must be displayed in characters of 8 points or more. However, for small labels (150 sq. cm or less), labels may use a font size of 5.5 points or larger.
Mandatory Labeling Requirements for Sake
Most of the time, the following mandatory information is found on the back label of the sake bottle:
- Ingredients: For designated sake categories (特定名称酒), the rice polishing ration must be indicated on the label. For example, a Honjozo would have the following: “Ingredients: Rice, rice malt, distilled alcohol. Rice polishing ratio: 68%”. Water or yeast are generally not listed in the ingredients.
- Storage and consumption precautions: For sake types like unpasteurized sake (生酒) specific storage or consumption precautions are necessary.
- Country of origin: Mandatory for imported sake.
- Sake made with foreign-produced sake: If applicable, the percentage of foreign sake used can be indicated.
- Name of the manufacturer
- Address of the manufacturer
- Content volume
- Alcohol content
- Designation as “Seishu” (清酒): If the sake is made in Japan with Japan-grown rice, the brewery can also decide to name it “Nihonshu” (日本酒).
Optional Labeling Items for Sake
Sake labels may optionally include the following items, provided they meet certain criteria:
- Name of the rice variety used: If more than 50% of the sake is made from a specific rice variety, its name and the percentage used can be indicated (e.g., "100% Miyamanishiki").
- Place of origin: Sake entirely brewed in a specific region can be labeled with that region's name. Blends from different regions cannot carry a single place of origin label.
- Storage age: Sake stored for more than one year can be labeled with the storage duration, rounded down to the nearest year.
- Undiluted sake: Sake not adjusted for alcohol content by adding water after maturation can be labeled “Genshu” (原酒). Adjustments within less than 1% alcohol by volume are permissible.
- Unpasteurized sake: Sake that has not undergone heat treatment after production can be labeled as "Namazake" (生酒).
- Nama-chozo: Sake stored without heat treatment after production and then heat-treated before shipping can be labeled as “Namachozo” (生貯蔵酒).
- Nama-ichibon: Junmai sake brewed at a single facility can be named “Namaichibon” (生一本).
- Barrel Sake: Sake stored in wooden casks and possessing a woody aroma can be labeled as “Taruzake” (樽酒).
- Terms indicating superior quality: Terms like "superb," "excellent," or "high quality" may be used to denote superior products within the brewery’s product line, provided there is an objective basis for comparison based on ingredients, etc. These terms cannot be used to compare with other breweries’ products.
- Date of manufacture: The date when the sake was bottled and sealed for sale can be indicated as the date of manufacture. Until 2023 the date of manufacture was a mandatory item, but with a revision of the standards is now optional.
These optional items allow producers to provide consumers with additional information about the sake's quality, origins, and characteristics, enhancing transparency and product understanding. Terms like “Muroka” (無濾過), “Nigori” (にごり) or “Shiboritate” (しぼりたて), which can often be found on sake bottles are not legally defined in the standards, but are widely used in the industry.
Prohibited Labeling Practices for Sake
Certain terms and representations are prohibited on sake containers or packaging to ensure transparency and prevent consumer deception:
- Quality superlatives: Terms implying supreme quality within the sake industry, such as "best" "leading" or "representative" are not allowed.
- Unverified awards or endorsements: Misleading terms suggesting the sake has received awards from competitions or endorsements from government agencies are forbidden.
- Misleading classification usage: It is prohibited to use terms closely resembling specific sake classifications for products that do not qualify under those classifications.
These restrictions are put in place to protect consumers from misleading information and support informed product selection, maintaining integrity and trust within the sake industry.
Sake Label For Sake Import
There are various options for printing the sake label when importing sake. The easiest and cheapest way is just to import the sake with the original Japanese label. In some cases depending on the sake importing regulations and other relevant laws the back label needs to be pasted over with a translated back label in the local language of the target market. A major downside of using the existing label is that most of the time the sake labels are only in Japanese, with hard-to-read characters.
Considering your product strategy, it might make sense to design and print your more modern labels, resembling more the labels of for example craft beer or natural wine. Generally, the sake importer has to provide the sake label design. Either the brewery will prepare the ready-printed label for you before importing or the brewery will leave the front label empty and the importing distributor is responsible for the labeling of the sake bottles. In most cases, it makes sense to ask the sake brewery or the sake exporter for a recommended sake label printing company, as they are using those companies frequently and might get special discounts.
If you decide to start your own sake brand, you have options between private label sake and white label sake. In both cases you as the sake importer have the freedom to design the sake label. Depending on the case, the labels are either printed in Japan and pasted by the brewery, or the main labels are attached after the sake is imported.
As a reference common sake label sizes for different sake bottle sizes that are used in Japan are:
- 1800ml sake bottle label: 140 x 160 mm, 180 x 140 mm
- 720ml sake bottle label: 120 x 95 mm
- 300ml sake bottle label: 106 x 60 mm
- 180ml sake bottle label: 70 x 40 mm
Sake Label Ideas
Now we will take look at some contemporary examples of impactful sake labels.
IBI from Gifu Prefecture has a simple front label showing their brand name in Japanese characters. Each product has a different color, like IBI Blue or IBI White, making it easy to understand for the consumer. The sake label still preserves the Japanese quality by using bold Japanese characters, while using shiny reflecting colors to give it a modern touch.
Another popular sake called Ohmine from Yamaguchi Prefecture utilizes the UV ink jet printing method to realize simple abstract label design. Ohmine uses the silhouette of rice grains for its brand. Its seasonal products always include a comic-like graphic of a woman in a kimono.
The Osakazuki Macho series uses pop colors and different comic bodybuilder characters to give it a modern refreshing touch. Depending on the sake specification, the color and the character changes. Like the label design, the sake boasts with a bold and strong flavor profile.
Yet another interesting approach is the label of the sake, brewed by the Obuse Winery. During the off-season, the winery produces sake with wine-like labels, making it more approachable for wine drinkers. Each label is simple with a white background and black font. The specifications are written in French to give it an original touch.
Conclusion
In conclusion, the realm of sake label design is as diverse and nuanced as the beverage itself, reflecting not only the essential details of the sake within but also the heritage, craftsmanship, and innovation of its producers. From the traditional elegance of Washi paper labels to the cutting-edge vibrancy of UV ink printing, the choices available to sake brewers allow for a rich tapestry of storytelling through packaging. The strategic use of front, back, shoulder, neck, and sealing labels provides a multifaceted approach to communicating with consumers, offering insights into the sake’s origin, ingredients, and character.
For sake importers and brands, the sake label is not just a regulatory requirement but a canvas for differentiation and brand storytelling. Whether choosing to import with traditional Japanese labels or to innovate with designs akin to those of craft beers and natural wines, the presentation of sake bottles is a critical element in capturing consumer interest and conveying quality.
