Q&A: Mastering the Art of Sake with Heavensake at Maison Mura

Miami, FL – October 16, 2024 – HEAVENSAKE is the first luxury Franco-Japanese sake brand and the first to introduce Assemblage – a blending technique borrowed from the art of winemaking – to the sake world.

The concept of a cultural exchange between Japan and France has always been at the heart of the HEAVENSAKE project. “It was a combination of things—a love story with sake itself, a story of friendship between
the founders, and a moment of opportunity,” Shares HEAVENSAKE Co-Founder Régis Camus. “We felt that sake, particularly Junmai sake, was the alcohol of the future. Drinking it was almost a life-changing experience for us, and we knew this hidden gem had to be shared with the world.”

In celebration of World Sake Day, HEAVENSAKE and its co-founder Régis Camus, an eight-time IWC Sparkling Winemaker of the Year winner, hosted a meet & greet, bottle signing, and sake tasting at Maison Mura Miami. “Branding is crucial, and for HEAVENSAKE, it has to be real, authentic, and aligned with everything we do. Every element—the bottle design, typography, even the shape—needs to resonate with the experience of drinking our sake.”

“What’s truly essential to the HEAVENSAKE project is our deep respect for the people, the tradition, and the craftsmanship behind sake-making.” Régis continues. “It’s about honoring the generations of work and lives that have contributed to making sake what it is today.”

WRE: What inspired the creation of Heavensake?

Régis Camus: It was a combination of things—a love story with sake itself, a story of friendship between the founders, and a moment of opportunity. The sake industry, especially in Japan, has been facing challenges. Domestic sales have been declining, and while the luxury market helps, it’s not enough to sustain the industry on a broader scale. That gap created an opening for us. If sake had already been embraced globally like wine or champagne, we might not have had this opportunity.

We felt that sake, particularly Junmai sake, was the alcohol of the future. Drinking it was almost a life-changing experience for us, and we knew this hidden gem had to be shared with the world. When you consider that global sake exports are around $300 million annually, it is quite small compared to wine and champagne. The potential was clear. Everything was there: the craftsmanship, the history, the quality, and the people behind it. It just needed to be told differently.

And that’s where we saw our role. Whether we become the ones to tell this story or simply pave the way for others to follow, our goal is the same—to bring sake to the world stage. If we can inspire others to continue this journey, then we will have achieved what we set out to do.

Régis Camus

The brand name itself reflects the way sake makes you feel: what we call “a better high.” It’s about elevation, purity, and a sense of freedom. We wanted it to be something people aspire to.

Régis Camus

WRE: What is the story behind the branding and design of Heavensake’s bottles?

RC: Branding is crucial, and for HEAVENSAKE, it has to be real, authentic, and aligned with everything we do. Every element—the bottle design, typography, even the shape—needs to resonate with the experience of drinking our sake. The brand name itself reflects the way sake makes you feel: what we call “a better high.” It’s about elevation, purity, and a sense of freedom. We wanted it to be something people aspire to.

The bottle design had to be aligned with that too. It’s inspired by the purity of water, which is not only the essence of sake but also the foundation of life itself. We also wanted it to have a sense of timelessness—like wine, something that feels like it’s always been there and always will be, a connection between the past and the future. And of course, there’s the character of champagne, which brings a sense of celebration and creating unique moments.

Régis Camus

The power of assemblage lies in creating a composition that feels harmonious, something that other sakes simply can’t replicate. It’s about crafting an experience, not just a flavor.

Régis Camus

Nes Rueda, Régis Camus, & Zach Gross

WRE: What flavor profile should consumers expect, and are there any unique tasting notes that stand out?

RC: The flavor profile of HEAVENSAKE is a true reflection of Régis Camus’ vision. He approaches sake-making much like his work in the world of champagne, where his goal has always been to create a sense of harmony within a collection.

The hallmark of HEAVENSAKE’s flavor profile is its elegance and complexity. We aim for a floral nose, a fruity taste, and a silky mouthfeel, all leading to a lingering finish. Régis refers to this as a “Mediterranean sake” because it evokes a sense of playfulness and joy, reminiscent of the south of France or Italy—those moments of connection shared with others. This idea of pleasure and balance is at the core of what HEAVENSAKE embodies. The identity of each sake stands alone, but together they create something much larger—a seamless experience refined and elevating.

WRE: Are there any cultural or traditional aspects of sake-making that you incorporate into your brewing process?

RC: We don’t actually brew sake ourselves, so there’s nothing we incorporate directly into the brewing process. What’s truly essential to the HEAVENSAKE project is our deep respect for the people, the tradition, and the craftsmanship behind sake-making. It’s about honoring the generations of work and lives that have contributed to making sake what it is today.

Our role is to help and to create something new while ensuring we remain true to this remarkable heritage. We see ourselves adding a little touch to one of the most beautiful stories in the history of beverages—Junmai sake, which is a true masterpiece of craftsmanship. Our contribution is to infuse a bit of French joie de vivre into this engineering marvel that is Junmai sake.

WRE: What inspired the creation of your signature sake blends, and how do you achieve balance in flavor?

RC: The inspiration behind our blends is deeply rooted in the Mediterranean joie de vivre and the French savoir-faire, all intertwined with Japanese tradition and excellence. It’s about crafting a sake that carries character while remaining effortlessly elegant and a touch playful. The key to achieving this balance really lies in the expertise of Régis Camus. With over 40 years of experience, his challenge has always been to create harmony—sakes that have a distinct identity yet are beautifully balanced throughout.

Régis often talks about the difference between “burning” and “warmth.” Many sakes can burn, but what he strives for is warmth—something that joyfully wakes you but doesn’t shake you. It’s a subtle yet profound distinction. In a way, it’s much like the world of fine perfumery, where a master nose blends fragrances to evoke a specific emotion. The power of assemblage lies in creating a composition that feels harmonious, something that other sakes simply can’t replicate. It’s about crafting an experience, not just a flavor.

Régis Camus & Matthieu Yamoum

Régis Camus & Matthieu Yamoum

Zach Gross

WRE: Do you have any upcoming plans or collaborations in the works for Heaven Sake?

RC: Our future plans are always evolving, which is what makes this journey so exciting. We collaborate with some of the most fascinating and accomplished sake makers in Japan, and each new encounter brings something unexpected. That’s the beauty of HEAVENSAKE—these moments of connection and surprise. Even the sake makers themselves, while they understand what we do, gain a new level of appreciation and respect once they experience it firsthand. It deepens the bond between us. Our mission has always been to help them tell their own stories. They are the artisans, and we are the storytellers. So, we’re excited to see where the next chapter leads us. It’s all about embracing the journey and the stories that unfold along the way.