As a result of the multi-year agreement, the Joraku brand will feature in all Red Bull Racing’s Partner listing areas throughout the 2012 season and beyond, as well as being available in Red Bull Racing’s hospitality areas.
Based in Japan, Joraku is owned by Hanshin Shuhan, a large food and beverage group that operates as an alcoholic beverage wholesaler. Hanshin hopes to use Formula One and Red Bull Racing’s success as an international platform to promote its successful Japanese sake and raise global awareness of its heritage and great taste. It’s the first Japanese sake producer to become an official Team Supplier.
Christian Horner commented: “We are very pleased to welcome Hanshin Suhan to the Team. A line-up of its premium sake, which is symbolic of Japanese history and tradition, will be served in Red Bull’s Energy Station throughout the season. We are very proud to be its partner and to help introduce the high quality product to an international audience.”
Mr Shusaku Higaki, CEO Hanshin Shuhan, commented: “We are very proud to become an official Team Supplier of Red Bull Racing, the double Formula One World Champions in 2010 and 2011. We believe that Red Bull Racing and Hanshin Shuhan have common values in terms of entrepreneurship and commitment to improvement. With both companies inspiring one another this partnership will be a great opportunity for the global recognition of JORAKU.”