Interview of Supporter Stores Toulouse Sake Club

Toulouse Sake Club is an online Japanese grocery and liquor store founded in 2020 by Bertil Lauth, a Japanese culture expert affectionately known as 'Monsieur Japon.' This emporium of Japanese gastronomy offers a curated selection of products imported from Japan and hosts exciting events for fans of Japanese food and liquor in Toulouse, Bertil's hometown and the capital of Occitania.

The store carries over 400 products, 165 of which are alcoholic beverages, including Japanese sake, shochu, awamori, gin, whisky, rum, wine from Koshu, and beer. The key to their product selection is finding the right balance between quality and price. Bertil believes that high-end Japanese liquor would be too expensive for the French market. His store offers bottles of sake starting at 30 euros (approximately 4,700 yen) and aims to build a loyal customer base through food and drink events where participants can explore different ways to enjoy sake.

For Bertil, promoting Japanese culture is more than just a business—it’s his passion. "Japanese culture is my ikigai," he says, referring to the Japanese concept of life’s purpose or reason for being. One product that has gained popularity, particularly among young women, is Umeshu, a fruity liqueur made from unripe Japanese plums. "It's easy to drink as an aperitif, and it’s more approachable compared to sake," Bertil explains. While knowledge of sake remains limited, Bertil, a certified sake sommelier, assists restaurants across France in incorporating sake into their drink menus.

Bertil travels to Japan once a year, visiting producers who have become his friends. Last year, he visited sake makers such as Miyake Honten in Hiroshima and Sankan Shuzō in Okayama to deepen his knowledge and strengthen relationships. "My strength is that I don’t just know the products; I also understand their history—who makes them and how," Bertil says. "I’ve been immersed in Japanese culture for 20 years. I can confidently say that promoting Japanese culture is my ikigai."

Bertil also emphasizes the importance of the Certificate of Japanese Food and Ingredient Supporter Store, a valuable credential for demonstrating one’s true expertise in Japanese food. "Many suppliers of Japanese food still lack knowledge about their products. They don’t know how to make dashi broth or cook rice properly. They don’t even understand what umami is. That’s why I think it's essential to provide a learning space," he says.

Looking to the future, Bertil dreams of creating a showroom and academy where people can learn the basics of Japanese cuisine. He’s particularly fascinated by Japanese citrus. "Yuzu is already well-known, but Kabosu and Jabara from Wakayama are also very interesting," he shares. As for Japanese food, Bertil sees great potential in Inari Sushi, a type of sushi made by stuffing seasoned rice into pockets of deep-fried tofu.