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TATEYAMA GIN Launches the LIQUID DESIGN PROJECT

In celebration of its fifth anniversary, TATEYAMA BREWING Co., located in Tateyama, Chiba Prefecture, has unveiled the LIQUID DESIGN PROJECT. This initiative goes beyond mere collaborations with restaurants and brands; it establishes TATEYAMA GIN as a comprehensive development partner in the craft spirits sector. Rather than just focusing on product manufacturing, the project emphasizes co-creation and innovative market propositions.

One of the first outcomes of this initiative is the launch of TATEYAMA GIN BLACK LABEL, a unique gin developed in partnership with 301, a creative company, and their venue, No., located in Yoyogi Uehara. The collaboration aims to transcend the traditional boundaries of product development and introduce an experience that aligns closely with the branding philosophy.

An exciting launch event is scheduled for April 28, 2026, at No., where attendees can experience signature cocktails made with TATEYAMA GIN BLACK LABEL, learn about the distillation process, and engage with both the distillers and creative directors involved in the project.

Elevating Craft Gin to New Heights

The LIQUID DESIGN PROJECT does not simply adhere to the standard business parameters like manufacturing capability and pricing, which often make differentiation in the alcohol OEM market challenging. Instead, TATEYAMA GIN strives to address what truly matters to brands and restaurants: not just the ingredients, but the overarching concept and experience that the product represents.

Harnessing years of experience working as an OEM partner, TATEYAMA GIN redefines product development as a collaborative effort, focusing on flavor and experience rather than just manufacturing. This approach encourages clients to conceptualize their products in line with their brand identities, from naming and visual presentation to the complete customer experience, encompassing a new development model termed BRAND TO BOTTLE.

The Essence of Unique Flavor and Experience Design

Master distiller Satoshi Ota, with a background in architecture, implements a unique perspective that captures flavor and aroma not only through sensory experience but also as a structured concept. This meticulous focus on design results in a highly reproducible and justifiable product, establishing a crucial hallmark of TATEYAMA GIN. On the other side, Shogo Otani, the creative director at 301, adeptly navigates the integration of language, visuals, and experiential design, advocating for a cohesive narrative that reflects the intrinsic value of the brand.

By interlinking TATEYAMA GIN's expertise in flavor design with 301's experience in experiential design, this project shifts the conventional OEM paradigm from mere recipe development to an integrated development of customer experience. This strategic expansion aims to cultivate high-value collaborations less susceptible to price competition, fostering innovative thoughts that resonate with the craft spirits industry.

Case Study: TATEYAMA GIN BLACK LABEL

The inaugural creation from the LIQUID DESIGN PROJECT, TATEYAMA GIN BLACK LABEL, stems from collaboration with No.. Contrary to traditional botanical-based approaches, the design began with a conceptual focus on the color black, imbued with three significant meanings: “a rebellious spirit,” “proof of quality,” and “a hint of potential.” The black botanicals play a central role in crafting a distinctive flavor profile that is both alluring and profound.

The elegant, mysterious black bottle design draws inspiration from the Japanese Watarigaki, symbolizing the color black, which conveys a meaning of breaking norms and heralding new possibilities. TATEYAMA GIN BLACK LABEL is not merely a limited collaboration; it embodies the philosophy of the LIQUID DESIGN PROJECT, reflecting the commitment to design from concept through flavor, language, visual representation, and customer experience.

Event Highlights

To commemorate the launch, an event will be held on April 28, 2026, at No., offering attendees the chance to taste the BLACK LABEL gin while delving into its developmental philosophy. Attendees will be treated to cocktails crafted with original recipes from No. as well as the opportunity to purchase various bottles of TATEYAMA GIN. Looking ahead, TATEYAMA GIN intends to expand its collaborative efforts through the LIQUID DESIGN PROJECT, not just with drinks but also through conceptual frameworks, naming strategies, and immersive experiences.

By fostering a development partnership that empowers brands to define their unique value in the market, TATEYAMA GIN is redefining the standards for collaborative product development in the craft spirit landscape.

About TATEYAMA BREWING Co.

TATEYAMA BREWING Co. proudly produces craft gin in Tateyama, Chiba Prefecture, believing in the delightful freedom of enjoying unique spirits. With a commitment to experimental gin developments and tailored workshops, they aim towards democratizing the art of spirit creation. Visit their website for more information: TATEYAMA BREWING.

About 301

As a creative company focused on the fusion of culture and economics, 301 has produced diverse projects, emphasizing cohesive design and narrative. For further insights, explore 301's website.