This past November, HeavenSake launched in Japan, marking a defining moment for the brand, bringing its unique fusion of French assemblage and Japanese craftsmanship to the heart of sake culture. With exclusive partnerships and immersive events, the launch not only celebrated the artistry of Junmai sake but also solidified HeavenSake’s position as a bridge between tradition and innovation.
In this interview with Whitewall, founder Carl Hirschmann reflects on the significance of this milestone and its impact on the brand’s journey.
Courtesy of HeavenSake.
WHITEWALL: The launch featured events showcasing Japanese traditions, including a sushi pairing dinner and discussions on sake craftsmanship. How did these elements reflect the brand’s commitment to blending Japanese heritage with French artistry?
CARL HIRSCHMANN: This was our first introduction to the Japanese market, so we had to be very precise about the message we wanted to convey. The core of what HeavenSake brings to sake-making is the French technique of assemblage. While blending has existed in sake, it was traditionally used for batch harmonization or stock management. What we introduced with assemblage as a way to amplify flavors, which hadn’t been done before. What was important to bring across was the fact that it is now acknowledged by industry leaders that assemblage is a very powerful tool and that we were the first ones to bring this to sake.
But beyond the technical aspect, we realized we were bringing something more philosophical to sake—a touch of French joie de vivre. Sake has always been a product of enormous excellence, refinement, and technological mastery, but what it lacked was this lighthearted, playful spirit. That’s what we offer: a subtle but significant shift in how sake is experienced and appreciated.
“We realized we were bringing something more philosophical to sake—a touch of French joie de vivre.”
Carl Hirschmann
To express this, we explored the differences between the Japanese concept of Ikiru Yorokobi—the joy of living, which is serene and internal—and the French joie de vivre, which is more expressive and celebratory. It’s this unique cultural blend of Japanese tradition and French liveliness that defines HEAVENSAKE. This was our way of reflecting our values and French heritage.
Courtesy of HeavenSake.
HeavenSake’s Collaborative Japan Launch
WW: The launch included exclusive collaborations with Imadeya and restaurants like Sushi M. What inspired these partnerships, and how did they enhance the HeavenSake experience for attendees?
CH: Entering the Japanese market with such a strong distribution partner like Imadeya is a true testament to what we’ve built with HeavenSake. The sake market in Japan is currently facing challenges, with declining sales and a very protected landscape. For them to welcome a new brand and allow us to take market share is a significant step. It’s the result of eight years of dedication—building the brand, earning respect, and gaining a deep understanding of the industry. Today, industry leaders in Japan recognize that what we bring to the sake category is exactly what it needs. There’s a natural harmony between what Heavensake represents and the evolution they envision for the industry.
Regarding our event at Sushi M, we have a list of exceptional restaurants we respect and hope to work with over time. Entering the Japanese market is a long-term journey for us, so we engage with chefs and restaurants who share our values and are open to exploring events together. We were fortunate to collaborate with a place as extraordinary as Sushi-M, where the quality of their work serves as the foundation for our partnership. Naturally, the taste profile of their cuisine aligns beautifully with the taste profile of our Sake, which is often the case at that level of culinary excellence.
Courtesy of HeavenSake.
WW: Regis Camus, the maker of HeavenSake, emphasizes the art of assemblage. How was this concept presented during the Japan launch, and what reactions did it garner from the Japanese audience?
CH: The art of assemblage is at the heart of every bottle and every sip of Heavensake. A big part of our work has been explaining the difference between assemblage and traditional blending. Assemblage is not just technical; it’s something that needs to be felt, smelled, and tasted to be fully understood.
WW: From tasting sessions to pairing dinners, the events seemed to prioritize intimate experiences. How did this format align with HeavenSake’s vision, and what feedback did you receive from guests?
CH: One example is the way sake is traditionally consumed in Japan. Many people still drink it from Ochoco porcelain cups, which, while culturally significant, doesn’t allow for the sake’s aromas to fully emerge. By contrast, wine glasses are specifically designed to amplify fragrances and enhance the sensory experience. Drinking from an Ochoco cup means missing a significant part of what sake can offer—especially when it comes to the depth and complexity created through assemblage.
Courtesy of HeavenSake.
Cultural Collaboration Blooms Within HeavenSake
WW: As a Franco-Japanese brand, HeavenSake bridges two rich cultural traditions. How did the November launch underscore this blend, particularly in a market as discerning as Japan?
CH: So part of our mission is to share this perspective with Japanese consumers, to introduce them to a new way of experiencing sake that highlights its full potential. The art of assemblage creates a new level of depth in flavors and taste profiles, and it’s the perfect opportunity to bring this to life. This is what we brought across at the launch and it was very well received.
WW: Now that HeavenSake has officially launched in its home country, what are your plans for growth and engagement in the Japanese market?
CH: Japanese culture is inherently understated and elegant, and entering Japan, we wanted to approach it with that same humility. Our way of expressing our Frenchness was not through bold gestures or grand statements, but through the art of assemblage and the touch of joie de vivre that defines Heavensake.
“Japanese culture is inherently understated and elegant, and entering Japan, we wanted to approach it with that same humility.”
Carl Hirschmann
We didn’t want to arrive waving big French flags or showcasing our heritage too loudly. It wasn’t about saying, ‘Here come the French,’ but rather about focusing on the product itself—on what we’ve achieved for the sake category and what we aspire to contribute in Japan. Sometimes, less is more. It wasn’t the time for French cuisine, French DJs, or anything that could distract from the core message.
Courtesy of HeavenSake.
Courtesy of HeavenSake.
Celebrating the Future of Sake with Cherished Moments in Japan
WW: Brand Differentiation: How does HeavenSake’s approach to premium sake distinguish itself in Japan, a market already steeped in traditional sake craftsmanship?
CH: For us, that message is clear: Heavensake represents the future of sake—a chapter of playfulness, joie de vivre, and desirability. These are qualities that aren’t currently associated with sake in Japan but are deeply meaningful. When you compare the French concept of joie de vivre with the Japanese Ikiru Yorokobi—two ways of celebrating life—you begin to see what we’re bringing to the table: a cultural nuance that adds the missing element to the sake experience.
In addition to the assemblage technique, which has now been recognized by some of the most influential—and at times hardest to convince—opinion leaders in the industry, one of our core strengths lies in the design of our bottle. It embodies a sense of timelessness, character, elegance, and even playfulness. I believe that any iconic alcohol brand needs to present a unique and powerful bottle design, as it becomes an essential part of the brand’s storytelling and the emotional connection it creates with customers.
“I believe that any iconic alcohol brand needs to present a unique and powerful bottle design,”
Carl Hirschmann
Beyond the product itself, we also focus on crafting meaningful events that create engaging and memorable moments. These experiences allow people to truly connect with the brand, embrace it, and integrate it into their lives. We’ve been fortunate to successfully achieve this on a global scale over the years, and it’s incredibly exciting to now bring all of these elements—assemblage, design, and storytelling—to life in the birthplace of sake.
WW: What moment during the Japan launch stood out most to you, and why?
CH: The moment that stood out the most for me was seeing my little twin girls dressed in beautiful kimonos, with their hair styled in the traditional Japanese way. They were so happy, joyful, and radiant—it was truly a special sight. Having my family there, surrounded by the warmth and hospitality of our incredible Japanese friends, many of whom we’ve been fortunate to engage with for nearly a decade, made it unforgettable. To see everyone together in one room, sharing that moment, and being able to experience it with my family is something I will always cherish.
