The Sake Merchant

15/05/2026

BEYOND THE LABELS - EP01: The Foundation

In the world of sake, mastery is found in the nuance.

It’s about more than just distribution; it’s about a relationship of mutual respect that we carry back with us. Our mission is to take these values and grow the sake culture in Thailand the best way we know how—with passion, precision, and a deep-rooted network.

Every bottle has a story. Let’s discover them together.

#日本酒

13/05/2026

From Sub-Zero to Sukhumvit: Our Cold-Chain Commitment
Bangkok’s 40°C heat is no joke, but our commitment to -5°C storage is even more serious.

While we might be breaking a sweat getting these bottles through the port, your sake remains in its professional, sub-zero sanctuary.

We bridge the gap between Japan’s snowy breweries and Thailand’s tropical pulse. From the moment it leaves the kura, through every port and into our dedicated warehouse, we maintain a flawless cold chain. Despite the “sunny chaos” of the city, we ensure every bottle arrives in pristine condition.

Why the -5°C matters:
• Preservation: Stops the aging process to keep flavors fresh and vibrant.
• Consistency: Protects delicate aromatics from Bangkok’s extreme humidity.
• Integrity: We deliver the exact profile the brewer intended.
Experience sake the way it was meant to be—perfectly chilled.

#日本酒

13/05/2026

Bangkok’s 40°C heat is no joke, but our commitment to -5°C storage is even more serious. While we might be breaking a sweat getting these bottles through the port, the sake stays perfectly chilled in its professional cold-chain sanctuary.

From the snowy-cool storage in Japan, through ports, our -5C warehouse, and the sunny chaos of the city, our products is kept in the best condition.



#日本酒

30/04/2026

🇹🇭🇯🇵 ผัดไทย. ส้มตำ. หมูปิ้ง. 🍶

Three Thai street food icons — and the sake styles that bring out their best.

This guide is part of our pairing framework — drawing on the logical pairing philosophy of (Motohiro Okoshi)and training from (Japan Sake and Shochu Makers Association).

That said — this is a framework, not a rulebook. These are starting points, not the only answers. Pick a different style, trust your palate, and you might discover a pairing that surprises even us. 🙌

The best pairing is always the one you enjoy most!

—
Behind this framework is our founder, Thanabhisitt Jirawongkraisorn (AJ) — the first Thai national to graduate from the JSS Academy, a certified sake sommelier, and a professional sake consultant. With years of dedicated study and practice bridging Japanese sake culture and Thai cuisine, AJ has made it his mission to establish sake as a natural companion to Thai food — not an exotic novelty, but a deeply compatible partner rooted in shared culinary DNA.

#日本酒

29/04/2026

Topic: Glassware Matters
Level: NUANCES 🍶

At The Sake Merchant, we believe that the vessel is just as important as the sake itself. The right shape doesn’t just look good—it acts as a tool to unlock hidden aromas and balance the flavor on your palate.

The Quick Breakdown:
• Traditional Ceramic: Best for a heavier mouthfeel and the ritual of warmed Junmai or Honjozo.
• Modern Glassware: Essential for premium Ginjo and Daiginjo. Stemmed wine glasses help capture those delicate, fruity “ginjo-ka” floral notes.
• Large Balloon Glass: The secret to enjoying aged Koshu, allowing nutty and dried fruit aromas to breathe.

Whether you’re sticking to tradition with a Kikichoko or elevating the experience with professional glassware, the goal is always the same: absolute quality in every sip.

Which vessel are you choosing for your next bottle? Tell us below! 👇

28/04/2026

28/04/2026

✨ An evening worth marking on your calendar.
On 30 April 2026, three of most celebrated chefs — Chef Shunji, Chef Ton Thitid, and Chef Dej Kewkacha — come together for a one-night-only 6 Hands collaboration at Nusara.

🍶We are honoured to be part of this extraordinary evening, curating a special Nichi Nichi sake selection — paired with precision alongside each course to complement the dialogue between Japanese craft and Thai culinary soul.

This is what pairing was made for.
📍 Nusara, Bangkok
📅 30 April 2026
🔗 Reserve via the link in bio
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13/04/2026

Happy Songkran from The Sake Merchant! 😊🔫💦

Let the water bring new energy, the smiles come easy, and the good moments flow. Wishing you a Thai New Year full of fun, positivity, and unforgettable memories.

11/04/2026

Songkran vibes are here 💦✨
We’ll be taking a short break from April 13–15.

Wishing you a joyful and refreshing Thai New Year — filled with great moments.

See you after the holidays.
Kanpai & happy holidays 💙

01/04/2026

We’ve been working on something.

A new way to serve sake — without compromise.

Introducing SakeBox™ Series 01.

Now entering select markets.
Allocation by application.