Masumi Shiro White Junmai Ginjo (12.5% ABV)
My Journey Into Sake
I’m new to sake. For most of my life, alcohol was just “alcohol,” ethanol with effects. That changed when I got into fermentation. As I explored how foods like kimchi, miso, kombucha and bread were made, I realized that alcohol was part of that same world of artisanal fermentation, shaped by culture, ingredients, microbes, and technique.
This shift in perspective made me curious about sake. It’s always been on my periphery, but never at the forefront. I usually order cocktails when I go out; my friends don’t drink sake; and up until recently, I’ve never really drank at home. Masumi Shiro White Junmai Ginjo was one of the first bottles that showed me the depth of this Japanese tradition.
Context
Junmai Ginjo
“Junmai Ginjo” — broken into junmai (純米), literally meaning “pure rice,” and ginjo (吟醸), being “carefully brewed” or “premium brewing” — refers to sake brewed with rice that has been polished down to at least 60 percent of its original size. This process removes fats and proteins from the outer grain, leaving a cleaner core of starch. Combining this with cooler fermentation temperatures often produces sakes with fruity, fragrant esters, like melon or pear.
Masumi
The sake is produced by the Masumi brewery. Founded in 1662 in Nagano, it’s best known for developing Yeast No. 7, which has become one of the most widely used sake yeasts in Japan. What fascinates me is how much yeast can shape sake. Different strains can produce entirely different aromas and flavour profiles. Some yeasts push fruity notes like banana or melon; others highlight umami or acidity.
Sake brewers are still developing new yeasts specifically for sake, which can and will be something I write about separately! I’ve even started dreaming about one day creating my own yeast, although for now I’m trying to sample as many different sake variations as possible.
Bottle & First Impressions
The packaging stands out. Instead of a standard plastic wrap, the top twists apart in sections, leaving a press-in cork. This makes the opening process feel slightly more complicated, but also more like a deliberate part of the overall experience.
This sake is unusual in that it contains a lower alcohol percentage (12.5 percent vs. the typical 15–17 percent). I was curious about how this would affect its body, aroma lift, and overall balance.
Aroma
On the nose, Masumi Shiro is distinctly melon-forward. As I drank it, it shifted to sweeter, almost candy-like notes, and even of bubblegum. Knowing this is a Junmai Ginjo, those estery notes make sense, and I can see how yeast choice played into their expression here.
Taste
At first sip, the sake felt a bit flat compared to the most recent (16-18 percent alcohol) ones I’ve been drinking — felt like drinking sparkling water that had lost its carbonation. My initial reaction was to blame the lower alcohol content, which can also indicate less structure and palate weight. But after a few more sips, I began appreciating the sweetness and fruity layers: melon at the core, with softer berry and candy notes later on. I soon found myself enjoying the sake, and was confused at my initial negative impression. My hypothesis is that the lowered alcohol content changed the balance I was accustomed to in higher ABV sake, from TKTKTK. But it wasn't in a way that reduced complexity, just in a way that shifted it.
Pairing Potential
I should be clear: I didn’t pair Masumi Shiro with food during this tasting. I’ve also never been much of a believer in alcohol pairings; they’ve always struck me as more of a marketing tactic restaurants employ to lure diners to high-margin items than a genuine enhancement. With that said, I can also admit that my own food and alcohol combinations have been haphazard, not carefully matched by someone with expertise. And tasting Masumi Shiro made me more curious about this. Its lighter alcohol and mellow profile doesn't demand attention the way higher ABV sakes do. I can imagine it pairing especially well with sushi, as my girlfriend suggested. She recently went to a food and wine tasting in Niagara-on-the-Lake, where she saw how deliberate pairings can change the experience. That conversation, plus this bottle, has gotten me thinking there’s more plausibility to the idea than I once believed (stay tuned…)
Appearance
At first, I thought Masumi Shiro had a faint yellow tint, which I interpreted as minimal filtration. I soon realized this was more likely due to my warm room lighting. In reality, this sake is probably crystal-clear, as most Junmai Ginjo sakes are heavily filtered for brightness.
Value & Availability
At $29.95 CAD at the LCBO, I’d say this is excellent value for a Junmai Ginjo. It’s widely available in Toronto and the GTA (albeit in small quantities), though I suspect harder to find in other parts of Ontario.
Final Thoughts
Masumi Shiro White Junmai Ginjo has become my favourite sake so far. What I first found flat grew on me very quickly, revealing itself as a subtle yet complex sake with a distinct personality. I would definitely recommend this to friends, beginners, and sake aficionados alike!