Sake Samurai Elliot Faber Honours the Art of Sake by Introducing Vietnam’s First Craft Sake Brewery, MÙA Craft Sake, to Singapore and Beyond

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Media & KOL Tasting at 1880 Singapore

A pioneer in the world of sake, Elliot Faber is making waves in the beverage industry through his long-standing commitment to sake heritage and education. Recognised as an honorary Sake Samurai, Faber is jumpstarting the global distribution of Vietnam’s first sake brand, MÙA Craft Sake, in Singapore. Made from local Vietnamese fruit-based filtered and single pasteurised sakes, MÙA Craft Sake is bringing sake to the forefront of the spirits world. 

ABOUT ELLIOT FABER & THE SAKE COMPANY

Originally from Calgary, Canada, Faber’s passion for food and beverage first began during his years at the University of Calgary. His journey took him from working in hotels in Scotland to Canada (where he learned the ins and outs of the hospitality industry) to spending years on the road exploring cuisines from Mexico to Thailand. Ultimately, he settled in Hong Kong in 2010, where he played a pivotal role in the success of renowned dining establishments such as Yardbird, Ronin, and Sunday’s Grocery.

Faber’s fascination with all things Japan dates back to his family housing a Japanese exchange student when he was young. From there, his interest in Japanese cuisine, comics, and pop culture grew, affording him inspiration to travel to Japan and learn more. However, it was during an unexpected visit to a small-scale sake brewery in Vancouver – OSAKE by Artisan Sake Maker – that he first appreciated the craftsmanship involved in sake production. Here, his passion for the process led him to join on as a consultant to help the brand expand. 

This same passion fueled his formal sake studies that developed into his lifelong career, one that has bestowed on him the title of Sake Samurai, a prestigious award by the Japan Sake Brewers Association given to less than 110 sake connoisseurs around the world, akin to a master sommelier. Faber was the first Canadian to receive this honour in 2016, solidifying his reputation as a leading figure in the sake industry.

A published author, in 2015 Faber co-wrote the acclaimed book "Saké: The History, Stories and Craft of Japan’s Artisanal Breweries," which takes an in-depth look at the most important generational sake breweries in Japan. In 2017, Faber co-founded Sake Central (part of One Cup Concepts) in Hong Kong, to promote sake knowledge and culture through curated food pairings by international celebrity chefs. He has since expanded his influence with the establishment of Sunday’s Distribution, now rebranded as Six Days Distribution, and The Sake Company in Singapore. 

His ultimate goal in the sake world is to highlight sake within the broader F&B industry. Faber envisions creating unique dining experiences that blend various spirits—sake, tequila, and Fernet, for example – into one cohesive narrative, coupled with unexpected (yet welcomed) worldly food pairings, music, fashion, and more. Think curated tacos, sake pairings, finished with Fernet digestifs and hip beats, hosted at the city’s most happening locale. By presenting the versatility of sake through storytelling and lifestyle events, Faber is able to elevate its appreciation and understanding among a wider audience.

When Faber first learned of the MÙA Craft Sake brand from his business partner, he was admittedly skeptical, worried that its novelty could create confusion in an already esoteric category. Yet, when he tasted the product at The 2022 Sake Matsuri festival in Singapore, a leading sake industry event with thousands of attendees annually, he immediately recognised its potential. After connecting with Dai, one of the co-founders of the brand, and a fellow sake-loving Canadian (of Vietnamese-Chinese descent), Faber aligned with the rest of the team — East West Microbrewery, a Saigon-based craft beer manufacturer, and Heiwa Shuzo, a sake brewery producing one of the most well-known and consistent international sake brands — and a joint venture was born.

ABOUT MÙA CRAFT SAKE

Today, Faber is excited to introduce MÙA Craft Sake, Vietnam’s first craft sake brewery. Launched in 2022, MÙA Craft Sake combines time-honored Japanese brewing techniques and equipment with high-quality Vietnamese ingredients, offering a novel array of sake options. This innovative brand is a collaborative effort that brings together local Vietnamese farmers and Japanese sake brewing experts, ensuring that each bottle reflects the best of both gastronomic heritages.

Mùa, meaning “seasons” in Vietnamese, offers a diverse range of sake, including its flagship product, The Classic, which exhibits a quality akin to traditional Japanese sake. Furthermore, all of MÙA Craft Sake products use either a Japanese Japonica rice strain – ideal for sake production – that’s grown in Vietnam, or ST25 – a Vietnamese-grown Indica (long-grain) rice that has won numerous awards for being the best table rice in the world. 

MÙA Craft Sake works closely with artisan farmers and local communities to showcase the rich agriculture of Vietnam by integrating it into the sake flavour profiles. For instance, the brewery produces fruit-based filtered and single-pasteurised sakes that utilize fresh Vietnamese fruits. Think passion fruit and cubeb pepper; pineapple, chili, and hibiscus; sparkling mulberry; dragon fruit, yuzu, and king orange; toasted coconut with tamarind; and more – all of which are blended into the sake to enhance flavours without overwhelming them. By employing yeast strains imported directly from the brewing institutes of Japan and Japanese koji mold for kickstarting the fermentation process alongside locally sourced ingredients, MÙA Craft Sake captures the essence of Vietnamese agribusiness and cultivation while still adhering to the meticulous standards of Japanese brewing techniques.

MÙA Craft Sake’s distribution portfolio currently offers six unique sake labels:

• The Classic: A robust 14%, umami-laden sake balanced with crisp acidity and sweetness, boasting notes of lychee, pear, and apple on the nose, plus white grape, yogurt, and soursop on the palate.

• Passionfruit Cubeb: An intense and expressive 12% sake with a notably perfumery aroma of passion fruit, a bouquet of citrus owed to the cubeb pepper, and a palate that is ideal for pairing with vanilla and white chocolate.

• Guava Kumquat: A soft and easy-drinking 12% sake with the Japanese-imported yeast lending banana undertones accentuated by the tropical aroma of guava and citrusy kumquat.

• Sparkling Mulberry: A juicy 10% sake with an earthy base coupled with a burst of berry jamminess. The Vietnamese wild pepper, the cousin to Japanese sansho, compliments with a woody finish.

• Pineapple Chili: Utilizing CT25 rice grains, this bold-flavored 8% sake balances the juiciness of ripe pineapple with the demure sweetness of hibiscus, amplified by the heat of fresh chili.

• Pure Rice: The specialized rice gives off a coconut aroma, with hints of pineapple and freshly popped popcorn. This 15% sake finishes dry, pairing well with hard cheeses, pickled, and earthy vegetables like greens and mushrooms.

• Cloudy Nigori: Smooth, sweet and creamy with hints of pear, melon, vanilla, and floral aromas, this 14% sake is balanced by a touch of umami and subtle notes of residual rice. 

Faber acts as the Export Director for MÙA Craft Sake, working diligently to expand its presence across Asia and beyond. He is dedicated to bridging the gap between sake and the broader F&B landscape, creating tailored experiences to emphasise the breadth of life’s daily celebrations that sake can, and should be, a part of.

WHERE YOU CAN FIND MÙA CRAFT SAKES IN SINGAPORE

As part of MÙA Craft Sake launch in Singapore, Faber is thrilled to announce four locations hosting MÙA products and events.

Draftland 

A special 11% ABV sake cocktail christened Peach Please (SGD 18), made from a blend of MÙA Pure Rice Sake, Calpis, peach tea, and lime, will debut on the menu (available till 31st Dec 2025). The Pineapple Chili sake will also be available on tap from the brand’s signature 3-liter party kegs that augment the drinking experience for the first 2 weeks till the end of January 2025.

1880

Sake Saturdays brunch programme at 1880, Singapore’s exclusive members club, is a weekly event launching on 18th January 2025 (open to public) featuring a delightful combination of music, brunch vibes, and an array of sake offerings, like Pineapple Chili and Passionfruit Cubeb. Guests can enjoy a taproom-style experience, complete with disposable three-liter “party kegs”, (the optimal size for small venues with limited taps and dining groups of friends aiming for economical spirit options, and internationally-influenced bites curated by Chef Colin Buchan.

Other bars that visitors can sample MÙA Craft Sakes include: Omu Nomu for seasonal releases, Good Luck Beerhouse, Sushi Zushi for the Classic on tap, and more. 

Faber's vision for MÙA Craft Sake is to make it a global brand by the end of 2025, with plans for distribution in Canada, the USA, Australia, Germany, Taiwan, and beyond. As he embarks on this exciting journey, he invites everyone to discover and appreciate the artistry of sake through MÙA Craft Sake.