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In 1789, founder Tajibei Seto started a sake business by the name Maruhei Masamune. He acquired a corporate status for his company. He then began to produce and sell sake under the label Azumacho (東長), which was named by Takashi Hara, a former prime minister of Japan. Since then, the tradition of producing Azumacho has been handed down for over 200 years. The brewers remain true to the founder's spirit and tradition in order to make excellent sake.

AZUMACHO WAS NAMED BY

 

TAKASHI HARA

 

THE 19TH PRIME MINISTER OF JAPAN

After the resignation of Masatake Terauchi's cabinet under the influence of rice riots, Takashi Hara of the constitutional political friendship society formed his cabinet for the government as the prime minister in 1918. Japan signed the Treaty of Versailles and joined the League of Nations. In cooperation with the United States, Japan participated in the Washington Conference to discuss then the issues of Pacific of Asia and pushed diplomacy forward eagerly. Also, the then president head, Seto Shuzo Brewery, a political friendship society member had interchange with Takashi Hara. Our president head had continued making sake with a brand name of Maruhei Masamune since the establishment of a business, but he was considering a new brand name as the result of a corporate status of his company.

Our president head was invited by the Prime Minister on the occasion when navy large-scale maneuvers were carried out in Nagasaki. He asked the Prime Minister to give a new name to sake. Then, he named it Azumacho, saying "The sake makes me feel and happy. It's worthy of praise as king of Sake for its smooth and plump taste". Azumacho has come down to us since then. We continue to make excellent sake worthy of inherited brand name of Azumacho.

AZUMACHO WAS LOVED BY

 

DOUGLAS MACARTHUR

 

GENERAL HEADQUARTER SUPREME COMMANDER

In 1945, a party hosted by the GHQ was held in Japan of the confusion period after the war and the 12th Kakiemon Sakaida, a ceramist of Arita, Saga, was invited there, too. But in those days, Tokyo was far away from his town and he didn’t know much about Tokyo. On the way to Tokyo, he dropped in on Heihachi Seto as a close friend and spent the night drinking with Heihachi, "saying this might become the last sake". Next morning, he was given sake, Azumacho, for a long train journey, but he couldn’t drink it up. Then he had no choice but to attend the GHQ party with Azumacho in his hand. It caught MacArthur’s eye and he was captivated by the sake, Azumacho, which later become a designated product of GHQ. After the war, Azumacho became a symbol of peace for Japan and the United States of America. The sake attracted and loved by MacArthur continues being still loved by many people now.

 

Company Profile


Trade name:

SETO SHUZO CO., LTD.

 

Location:    
3117 Kou, Oazagochouda, Shiota-cho, Ureshino-city, Saga, Japan 849-1425

 

TEL:

+81-0954-66-2014

 

CEO:   

瀬頭 平治 (Heiji Seto)

 

Company Foundation:

October 28 1920

 

Establishment: 

寛政元年(1789)