Sake brewery criticises HK supermarket for improper sales

Kamoshibito Kuheiji, a cult sake brewery from Aichi Prefecture, Japan, has criticised Hong Kong  supermarket Don Don Donki, an overseas branch of the popular Japanese discount chain store Don Quijote, for parallel importation and poor storage of its products.

The statement was announced on Kamoshibito Kuheiji’s Facebook page. The brewery was informed by Hong Kong consumers that Don Don Donki is selling its sakes with the QR code on the label being masked.

Kamoshibito Kuheiji expressed regret over the incident and the brand referred the act as “illegal” since the shop has “modified and destroyed the back labels” and has been selling distorted products to consumers.

The brewery said the retailer is selling its products through parallel importation, and thus the QR code, which recorded the traceability, was covered up.

Furthermore, the brewery penalised the shop for not refrigerating the products, but instead “placing them on shelves without checking the storage temperature”. The act was described as “not ethical” towards consumers.

Taking into account of the case of parallel importation and irresponsible storage, the sake quality is no longer be guaranteed and Kamoshibito Kuheiji advised consumers to be careful and better to purchase products from official distributors.

Kamoshibito Kuheiji is often referred as the next generation of young sake brewers. It has taken revolutionary steps in using vintage rice and aging sake to develop complexity of the rice wine. In 2016, the brewer began making wine in Burgundy under the name Domaine Kuheiji.