New "Shochikubai" TV Commercial: Yujiro and Tetsuya "Co-Star"

Takara Shuzo will begin airing a new TV commercial for its "Shochiku Bai" sake on July 29th. The commercial, titled "50 Years of Delivering Joy ~ A Dream Collaboration ~," features the late actor Yujiro Ishihara and Tetsuya Watari "co-starring" together.
This edition was realized to mark the 50th anniversary of Shochikubai's commercials featuring these two actors, who represent Japan: the first commercial starring Mr. Ishihara aired in 1970.

Ishihara appeared in the commercials from 1970 to 1987, and together with Watanabe, who took over, they span 50 years. Ishihara appeared in 137 commercials, Watanabe in 109, and including this new commercial, the total reaches 247.
In 1970, Shochikubai ranked 10th in the Japanese sake market share. By 1987, when the baton passed from Ishihara to Watanabe, it had risen to 6th place, and by 2018, it became the number one brand.

The commercials naturally depict the exchange where Mr. Watanabe asks, "What is joy?" and Yujiro replies, "Drinking it!"
Watanabe commented, "I am deeply grateful to the company for their support over more than fifty long years. Ending my final commercial with a collaboration alongside Yujiro-san is deeply moving. Thank you very much indeed."


To commemorate the 50th anniversary of both actors' appearances in commercials, the company will produce two special limited-edition Matsukaze products exclusively for pre-orders. (Pre-orders accepted from July 28 to August 31)
Official website:
https://www.takarashuzo.co.jp/shochikubai_cm50th/