In the middle of the month of 2018 6, Hautevillers village was swarmed by a horde of Mercedes-Benz early in the morning, and this small French village was filled with more than 100 people.
Because it was reported that Richard Geoffroy, who has been serving as Chef de Cave at Moet et Chandon for 28 for the year, announced his retirement and decided to succeed. is.
The legendary master of Don Perignon, who released the white vintage 14 book and the rose 11 book, what would he do after leaving Moet & Chandon?
Now that his successor has been decided, everyone was curious about how Richard Geoffroy decided to retire and his future work.
Will it remain at Moet & Chandon as an advisor? Or do you often live your own retirement life?
His answer is
"Making sake in Japan. "
His project is already moving.
Why Don Perignon legend fell in love with overseas sake
Dom Perignon 2008 Legacy Edition! This vintage marks a big time in the history of Dom Perignon! Richard Geoffroy, Chef de Cave (1990 being his first vintage) leaves his place to Vincent Chaperon (who joined Richard in 2005).
Beautiful champagne. pic.twitter.com/hjo3tXDafY
— Monsieur Ponto (@monsieurponto) May 13, 2019
The amount of champagne imported by Japan from overseas is 3 in the world after the US and UK. Moreover,Unlike sake, sales in Japan are increasing every yearWe are following. Why on earth?
Demand for high-quality champagne has increased in Japan due to the lack of sake
There are times when shipments to Japan are increasing year by year,“Japanese luxury-oriented” increases champagne importsIt is also because I let you.
Sales of champagne in the EU, including France, have declined,In the United States and Japan, luxury items such as cuvée prestige with carefully selected wine brewing year and grape rating are preferred tends to be.
Naturally, it is natural that Richard Geoffroy is familiar with Japan, who is very good at it, but there are other reasons why he loved sake and became a Japanese sake.
Deep friendship with Japanese
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Richard Geoffroy is a Japanese fan who admits to himself and herself.
Deep friendship with Tetsuya Wakuda, who has won the title of Australian No.1 chef twice, as “Soul Mate”.
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Richard Jefloa's sake brewery is located in Tateyama, Nakashinkawa-gun, Toyama Prefecture.I have a deep relationship with Mr. Ryuichiro Iwata from Iwata Sake Brewery.
The R series of Manjusen, a representative brand of Iwata Sake Brewery, was named after Richard Geoffroy.It's just like that.
By the way, the yeast used in this R series is overseas Don Perignon yeast.
Enjoy the fruity aroma, the sweetness of rice, and the gorgeous acidity created by Don Perignon yeast.
If you get it, why don't you eat it while thinking of the bond between Richard Geoffroy, an overseas artist who made Don Perignon known to the world, and the president of Japanese sake brewery in Toyama Prefecture?
→Click here for Amazon Manju Spring
Spiritual impact from Japanese food culture
Richard Geoffroy answers the interviewer's question, “What was the best thing about your wine life” in California.
The answer was neither a don Perignon nor a grape. It was an experience when I visited Japan in 2000.
Visit Zen temple in Kyoto, a vast site,He said that eating traditional Japanese vegetarian food was the best thing in his life.
このAn experience in Japan that shakes your soulHowever, there is no doubt that the French cuisine of the home country will eventually reach the essence of this dish, and that it has led to the determination to make sake in Japan that matches that dish.
Respect Japanese sake culture
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He answers another interviewer:
The sake we drink on a daily basis is a natural drink for us, but a miracle drink for foreigners.
The future trend of French cuisine is recognized as sake
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At present, the number of dishes using meat, fish, butter, fresh cream and cheese is declining at leading restaurants in France that are becoming more healthy.Dense sauce is also hidden, and only a small amount of spice and rock salt 1 grains are on a small piece of meat.
The way to grill the meat is to heat the butter in a frying pan and throw the meat into it.Bake while dropping extra oil on Bincho charcoalChange to method.
The dish to be served is also a Japanese taste.A new type of French cuisine that uses ingredients such as Japanese seaweed and kelp and spices such as ginger, wasabi and yam. Naturally wine doesn't fit this dish.
So, the sake that sommeliers recommend to customers is sake. If it ’s sake, it ’s a food that does n’t fight with Japanese ingredients.
Also started from 2017With the presence of the “Kura Master” sake contest, if the number of benchmark restaurants that accept sake increases, it will be possible to drink sake even in rural areas.It is not difficult to imagine.
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The judges are French sommeliers, restaurants, hotels and cooking schools, etc., but it is a French competition, but there is no common sense or preconception that sake should be like this, and a fair screening by blind tasting is done. The ...
Because of such tailwinds, it seems that Richard Geoffroy decided to make sake for the rest of his life.
Indulge in the nature of Tateyama, Toyama
In fact, Richard Geoffroy visited Tateyama in the summer of 2, 2016 years before retiring Chef de Cave.
At that time, he visited the Shiraiwa area,Terraced rice fields on a hill overlooking Toyama Bay overlooking the sacred mountain TateyamaI liked it very much.
That should be it. Toyama Bay generates a mirage in the spring and winter, and the Tateyama mountain range, the 1 of Japan's Sanreisan, is beautifully covered with snow from winter to spring, so everyone is moved.
In Toyama Prefecture where there is a lot of snowfallThaw water containing abundant mineralsAt the same time, the power of the famous waterfall that boasts the highest head in Japan will also increase.
The height of the embankment is 186 meters, the total water storage is 2 billion cubic meters, and the scale isKurobe Dam, Japan's largest and one of the largest in the world. If you choose the route from Tateyama,
Cable car→Plateau bus→Tateyama Tunnel Trolley Bus→Cable car→Cable car
You can enjoy a trip to transit and enjoy nature to your heart's content!
The campsite with hot springs is also perfect for summer! The superb view of the stars is a masterpiece.
Click here for information on camp types, sake, snacks and useful goods you want to bring
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Speaking of enjoyment of sake lovers' camp, drinking sake while loving the natural scenery. If you pick up the fresh air you can't taste at a pub or home ...
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Tateyama is a special heavy snowfall area where it is not uncommon for snow to fall over 2 meters.
The snow wall that appears from the end of 4 to the end of 6 will be as high as 20m, and it should be an unforgettable 1 for visitors from abroad.
Tateyama is blessed with a natural beauty that pierces the hearts of visitors from all over the world, but the rice that is the foundation of sake brewing is also of excellent quality.
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Rice terrace rice grown in snow-melt water with plenty of minerals is slightly sweet and umami condensed ....
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Koshihikari, grown on terraced rice fields above the altitude of 300m or higher, has a strong difference in the temperature between morning and night and has good sunlight. ...
If you make Japanese sake here and create accommodations to serve with Japanese food, it is not difficult to imagine celebs, buyers, etc. visiting Richard Geoffroy. In addition, Japanese sake exports to France and other European countries and overseas are expanding!
It was spread on SNS, and a boom to Japan was created from the overseas boom.
The cause is a sake brewing license.
Difficulties in making sake in Japan
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I want to make a new sake! There are many people who think not only in overseas but also in Japan.
But,Under Japanese law, it is impossible to obtain a new sake brewing license..
Ambitious people with novel ideas that may change the world of sake have no way of doing anything before this rule ...
Standing demand and supply adjustment requirements
in Japan,"Demand-supply adjustment requirements"There is a rule.
This provision is "Items whose production volume in the industry as a whole has fallen from the previous year are not allowed to enter the market to protect existing businessesSake is exactly the same.
No matter how many people want to blow a new breeze into sake brewing, how many people stepped on the groundIs that true?
Richard Geoffroy is 1.
The passion for making your own sake brewery in Japan, brewing the sake you like, and trying the new possibilities of world sake beyond wine disappearsI was approaching.
Sake brewing started with brewing
Establishing a brewery requires a license, money, networking and know-how, and a lot of time, but here comes a solution.
In general, to obtain a brewery license from an existing breweryOne way is to use M & A (abbreviation of mergers and acquisition)It has been with.
It is unclear whether Richard Jeffroy actually solved the problem through M & A, but with the help of Mayor Tateyama, he has been given a sake brewing license from a closed sake brewery.
From there, we submit documents to the NTA and wait for approval, but it is usually said that it will take 6 months to get approval.
Overcoming such hardships, he went to the sake project he had been warming for 2 years ago.
Be bornThe name of Richard Geoffroy's brewery is "Shiraiwa Shuzo" and the brand is "IWA".
The brand image is a designer from Australia,Apple watch designAlso worked onMark NewsonTo design a breweryNew National Stadium DesignWorld famous architect Kengo TsujiAnd the face that looks like that.
surelyUnprecedented gorgeous sake brewingとVisual SakeIs born ...!
And a man who was soaked in the sommelier vest would pour sake into a wine glass and recommend a tasting ♪
Obtaining a backup of Tateyama
The fateful goddess smiles on Richard Geffroy!
Tateyamacho builds storage room and business talk room for brewing
Tateyama Town is a “Tateyama Brand Overseas Expansion Strategic Facility,” a base where sake storage, exhibition, business talks, and training for sake brewery tourism are conducted around the brewery.Announced a plan to make it an incentive for regional revitalization.
Tateyama Town, which has been depopulated due to economic decline, population decline, and aging, is planning to expand the business in cooperation with Richard Jefloa's sake brewery to enrich the town.
The country also authorized sake breweries as a target for regional revitalization
In response to it,Tateyama Town has earned 3 billion yen as a result of the government's recognition of a project that is eligible for grants for the creation of local revitalization bases..
Tateyama Town acquired the Japanese sake brewing land and leveled it
If Japanese sake brewery with overseas sales channels operates in the town, demand for sake rice will increase and rice farmers will also be moistened, and it is expected that original brands centered on sake, local special products, processed agricultural products will be distributed overseas,The brewery construction site was acquired by the town and createdTo do it!
A major pharmaceutical manufacturer builds a herb garden and resort facility next to it
[Prefecture] Maeda Pharmaceutical Industries (Toyama City) built a complex resort facility “Healthian wood” in Tateyama Town Groundbreaking ceremony at the planned construction site Aroma oil manufacturing experience workshop, restaurant, accommodation facility and beauty salon on the theme of “beauty and health” Design by architect Kengo Kuma https://t.co/sEpJoUvhxo(KNB News) pic.twitter.com/2wQmTGBpgg
— Information related to the Toyama area (information provided at any time) (@TOYAMA_info) November 12, 2018
In addition, Toyama City pharmaceutical manufacturer Maeda Pharmaceutical Co., Ltd. built a resort facility in Tateyama-cho surrounded by Japan's largest herb garden facilityThen announced. The resort also includes aroma workshops, restaurants, event facilities, accommodation, hot springs and beauty salons.
Long-stay resort facilities combine with the natural scenery of paddy fields and Mt.
Travelers from overseas who stay in deluxe accommodations can enjoy Japanese sake and Japanese food here and relax.
The future of Japanese sake brewing, as considered by Richard Geoffroy
In front of Tokyo 2020, Japan is a place where words such as inbound and branding fly.
There are 1 words that I want to convey.
It told Mr. Ryuichiro Hamada, the head of Tomita Sake Brewery, whose friend Richard Jeffrey is a friend.Luxury".
Sake lacks luxury
Please wait for a moment to hesitate to say "What are you looking at from above!" And think about the future of sake a little.
Champagne region that produces the finest sparkling wines in France.
Among them, Moet et Chandon, which has Don Perignon, which is in the highest grade, has not launched a luxury route.
- It's a quality game
- Even if you are silent, your customers will know when
If you just finished making a simple appeal, would you have become world famous so far?
Did the wealthy love the expensive Don Perignon?
Looking at the reality that expensive champagne sells but sake does not grow
I introduced it at the beginning of the article,Domestic consumption of sake is sluggishTo sayImports of champagne on luxury routes increase year by yearIs doing.
While there is a good news that specific sake is on the rise while demand for sake is declining overall, to be honest, it is only a slight increase.
Graph published by the countryEven if you look at it, it is an amount that you can't understand unless you look closely.
Injecting the essence of luxury into sake
The above image is the official shop of Moet & Chandon.
WhereExtraordinary luxury time flows, everyone feels rich and elegantAnd forget about daily savings,The atmosphere of buying champagne that makes life delicious.
At the tasting corner, Garson with a refreshing appearance who rejected male customers and poured champagne with Lady First.
Isn't your wallet left loose only after being engrossed in his wonderful service?
This is a cave that preserves champagne. The carve, which has a total length of 30km, has a total of 2000 champagne asleep to become a vintage.
Have you ever witnessed this sight and thought that “I will succeed in one day and buy everything up!”?
Sake that needs a luxury strategy for the wealthy
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From now on, in order for sake to be brought to the world's top-class sales against overseas French wines, it is targeted at the layer that has some assetsIt is also necessary to set up more gorgeous promotions.
To the upper layer that won't give you the best experience in the world, the most entertaining world, or the experience you can't expect any more.
"This sake is a special sake that even Japanese people can't drink, even a mysterious background, and it doesn't harm your health even if you drink it every day."
In order to recognize and buyA luxury and gorgeous space like Moet & Chandon and an image need to be created, otherwise sake will never reach the high endAnd it won't be able to beat French wine.
"Luxury" that can only be said by Richard Geoffroy who knows the luxury of the world. I guess it might mean that.
Summary: Japanese sake you want to drink before trying IWA
Yes my man, he very well is! He moved to Toyama in Japan 🇯🇵
He was crazy about Japan and made a move ❤️
Not sure what the brand will be / is though…
— Jon Cellier (@AmathusJ) 2019/6/17
By the way, when will the sake brewery represented by Richard Geoffroy be completed? Everyone may be interested.
If I try to find it because of the concerns I have introduced in the article, it seems that the construction period is delayed.
The bid for “Tateyama Brand Overseas Expansion Strategic Base Facility Construction Project” in Tateyama Town has just been held in 2019 month of 3.
Sake brewing will be made on the land created after the completion of this construction, so it's a subtle question whether Richard Jefloa's brewery will be in time for this year's sake brewing, regardless of the seasons.
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🔸Sake has four seasons! Taste each season [name of sake]🔸
Recently, air conditioning is in place, so brewing is possible all year round (Four Seasons Brewing)…
In any case, I'm curious about how the sake made by Richard Geoffroy will taste.
It seems that Shiraiwa Sake Brewery IWA will be the first to drink, but if you can't wait"Pure Rice Daiginjo Koshiwa Hyogo Special A Yamada Nishiki"Would you like to wait while drinking?
The reason I recommend “Keio”…
And news from France.
Because it ’s Richard Geoffroy, who is sensitive to gastronomy,The sake he aims for is non-dosage, that is, pure rice sake.Then, I am jealous.
Pure rice sake is made with the taste of rice, so conversely, rice will not be convincing unless you use a well-selected rice.. Luckily, Yamada Nishiki in Tateyama is of high quality. Richard Geoffroy should have chosen this place based on that point.
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🔸Learn more about sake rice, specially made for sake brewing!🔸
In short, sake rice is a rice variety developed exclusively for sake brewing. If you are worried about what kind of sake rice is there, what is the difference between sake rice and the rice we usually eat?
The sake I would recommend is “Junmai Daiginjo Koshiwa".
The rice used in “Koshio” is Hyogo Prefecture, which produces the finest rice among the sake rice king “Yamada Nishiki”Special A district■Yamada Nishiki was born in Japan. Refine it to 35%, the highest sake in Echigo TsurugameFinished.
“Keio” has a fruity fragrance reminiscent of melon, a refreshing acidity, and the sweetness and umami of Yamada Nishiki.
"Etsuo" where you can learn the skill of the masterPlease use it as a gift.
→Click here for Amazon Echigo Tsurugame Echio Junmai Daiginjo
Reference site
・ 47NEWS National Newspaper NetworkToyama's sake to the world A famous French champagne brewer in Tateyama'
・ Cabinet Secretariat Cabinet Public Relations OfficeRegional revitalization plan'
・ Cabinet Office Regional Revitalization Promotion OfficeDecision of the project to be granted a local revitalization base maintenance grant that contributes to the productivity revolution (2nd)
about"
・ Nihon Keizai ShimbunSake brewing facilities Agriculture and tourism Ripple expectations Mayor Takayuki Funabashi, Tateyama, Toyama '
・ FacebookWine garden Ashibi'
・ Plus62Toyama Kimono and DIARY genuine luxury.'
・ Tateyama Town HallMayor column We are inviting a sake brewing company.'
・ FUNDBOOK 「Save the brewery's closure!XNUMX M & A cases in the sake industry that support the boom'
・ Toyo KeizaiThe reason why Japanese sake invades the wine country “France” The total export value is only 1%…'
・ NJSSTateyama brand overseas expansion strategy base facility construction work'
・ T: THE NEW YORK TIMES STYLE MAGAZINECelebrating the Legacy of Dom Pérignon's Chef de Cave Richard Geoffroy'
・ The Australian Financial ReviewWhy Richard Geoffroy, chef de cave at Dom Perignon, never drinks on a plane'
・ Wine and Beer clubQ & A: Richard Geoffroy, Dom Perignon Cellar Master'
・ La Champagne de Sophie ClaeysUne vie après Dom Pérignon! Richard Geoffroy, producteur de saké'
* This article describes the author's own views based on reference information. Please use the information at your own risk and judgment. The author and publisher are not responsible for any direct or indirect damages resulting from this. Please note.
