NORMAT, a Singaporean lifestyle collective brand helmed by the renowned designer and creative director Larry Peh, is shaking things up with its inaugural collection. You might know Peh for his minimalist yet impactful design philosophy that has earned him two President's Design Awards. This time, he's turning his attention to the world of sake, launching a brand new line under NORMAT called ‘AGAINST THE GRAIN’. Peh, who believes in infusing everyday life with a touch of vitality and intrigue through NORMAT, sees this new venture as a way to add a dash of excitement to our dining experiences.

The debut sake collection, aptly named ‘AGAINST THE GRAIN’, is crafted to harmonise with the diverse flavours of Singaporean and Southeast Asian cuisine. Peh envisions this sake as a new staple, a “new norm” if you will, on our tables, offering a delightful blend of simplicity and depth that's both versatile and full of character.

Let's delve into the collection itself. There are two sakes on offer: the AGAINST THE GRAIN Junmai Daiginjo and the AGAINST THE GRAIN Tokubetsu Junmai. Both are made with rice sourced from the picturesque Kishida Rice Farm, nestled at the foot of Mt. Yoneyama in Joetsu City, and brewed by the award-winning 18th-generation brewery Kubiki Shuzo from Niigata, Japan.

The Junmai Daiginjo, brewed exclusively with Koshitanrei rice and pristine mountain water, boasts a mellow fruity aroma and a balanced interplay of sweetness and umami, culminating in a silky, almost snow-like finish. It's perfect for sipping on its own or pairing with a wide array of dishes.

The Tokubetsu Junmai, on the other hand, is a unique blend of Gohyakumangoku and Tsukiakari rice, resulting in a distinctive taste profile with a velvety texture. It entices with elegant fruity notes, refined umami, and a subtle acidity, leaving a lingering aftertaste.

NORMAT’s sake aims to defy conventional expectations, offering a versatility that allows it to be enjoyed effortlessly, whether sipped from a traditional ochoko cup or a modern wine glass, and paired with anything from local hawker fare to international cuisine.

The journey to create this sake started with a simple question: Can sake truly complement the diverse palate of Singaporean and international dishes? Peh and his team were determined to overcome the language barrier often associated with traditional sake, designing packaging and labelling that are clear and inviting. They also wanted to break free from the cultural expectations and preconceived notions that can sometimes make sake seem daunting.

Despite facing initial rejection from several Japanese breweries, NORMAT persevered in its mission to simplify sake culture, ultimately finding a partner in Kubiki Shuzo who shared their vision of creating a sake that could be enjoyed by everyone, on any occasion.

If you're curious to try NORMAT ‘AGAINST THE GRAIN’ sake, you can purchase it now on NORMAT.com.

Or, for a more unique tasting and pairing experience, head down to The Coconut Club or ÁTIPICO over the next two weekends (24, 25 August and 31 August, 1 September) for public trials. These trials offer a unique opportunity to explore fresh perspectives on sake pairing, featuring local delights celebrating coconut or desserts alongside the new sake collection. 

Kanpai!

88 Bamboo Editorial Team