New Private Brand 'Kakumas' Launched to Enrich Time Spent with Alcohol
Kakuyasu is rebranding its private label 'Kprice' to 'Kakumas.' Featuring a logo based on the traditional Japanese 'masu' (measuring box), the new brand aims to improve usability and identification in both professional restaurant settings and homes. A total of 76 items, including alcoholic beverages and seasonings, will be rebranded to maintain affordability while enhancing quality and accessibility.
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- 📰 Published: May 20, 2026 at 19:00
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Kakuyasu, a subsidiary of Hitomail Inc. (formerly Kakuyasu Group) specializing in liquor sales and delivery, announced the rebranding of its private label 'Kprice' to 'Kakumas.'
Kakuyasu has long provided affordable private label products alongside its "delivered when you want it" service. Notable successes include the 'Kprice 甲 Shochu 25° 4L,' which has sold over 1 million units, and the 'Kprice Strong Carbonated Water,' which leads in sales volume within Kakuyasu's product lineup.
However, customer feedback indicated an increasing focus on quality and post-delivery usability, in addition to affordability and delivery speed. To address these needs, Kakuyasu is transitioning to 'Kakumas,' focusing on a "liquor shop's perspective" that considers how products are used in professional and home environments.
The name 'Kakumas' originates from the company's 1921 roots, when founder Anzo Sato sold sake using a 'masu' (square wooden measuring box). The logo depicts this masu simply. The new packaging design aims for intuitive selection, using unified colors and layouts for busy kitchens and including English names to support the growing number of foreign staff. To prevent errors during busy periods, the packaging features prominent product names to ensure clarity.
Kakuyasu will progressively rebrand its 76 items, including alcohol, drinks, food, and seasonings, under the 'Kakumas' brand, continuing its promise to provide affordable yet thoughtful products tailored to various occasions.
Kakuyasu has long provided affordable private label products alongside its "delivered when you want it" service. Notable successes include the 'Kprice 甲 Shochu 25° 4L,' which has sold over 1 million units, and the 'Kprice Strong Carbonated Water,' which leads in sales volume within Kakuyasu's product lineup.
However, customer feedback indicated an increasing focus on quality and post-delivery usability, in addition to affordability and delivery speed. To address these needs, Kakuyasu is transitioning to 'Kakumas,' focusing on a "liquor shop's perspective" that considers how products are used in professional and home environments.
The name 'Kakumas' originates from the company's 1921 roots, when founder Anzo Sato sold sake using a 'masu' (square wooden measuring box). The logo depicts this masu simply. The new packaging design aims for intuitive selection, using unified colors and layouts for busy kitchens and including English names to support the growing number of foreign staff. To prevent errors during busy periods, the packaging features prominent product names to ensure clarity.
Kakuyasu will progressively rebrand its 76 items, including alcohol, drinks, food, and seasonings, under the 'Kakumas' brand, continuing its promise to provide affordable yet thoughtful products tailored to various occasions.
FAQ
What is Kakuyasu's new 'Kakumas' brand?
Kakumas is the rebranded private label replacing 'Kprice.' It features a logo inspired by the 'masu' (measuring box) and offers 76 items with packaging designed for intuitive selection and reliable quality in professional and home settings.
What are the features of the new package design?
The design features unified colors and layouts for intuitive selection in busy kitchens, along with English names to help foreign staff accurately identify products.
How many products will be part of this brand?
A total of 76 existing private label items, including alcoholic beverages, soft drinks, food, and seasonings, will be rebranded as 'Kakumas'.