When I saw a shaker at a bar, I thought we could adopt our technology to it.
Before launching a new business, Mr. Yokoyama thinks of how to proceed by taking stock of their existing technologies. So he focused on the manual polishing of metal molds used in metal presses. "Actually, the shaker was not an idea at the beginning. We weren’t sure what to make. We wanted something we could add extra value to using our own advanced polishing technology. We started to think about it. If I choose too large of a market, there would inevitably be followers. I needed to chose something that reflected my passion, but at the same time it had to be in a market that was not too large but also not too small. So I decided to go in the direction of something I love, alcohol." The first prototype was a metal tumbler with a polished inner surface for Japanese sake. However, it did not highlight any change of taste. “While at a bar one day, I saw a shaker. Inside the shaker, the ingredients of a cocktail repeatedly collide and rub on the inner metallic surface. It dawned on me that our polishing technology could work inside the shaker to change the taste.” Mr. Yokoyama immediately made some prototypes that realized a certain effect on the cocktails. He then flew around the country to find bartenders who would be receptive.
Coincidentally, I met a bartender with the same idea.
“At the beginning, when I went to a bar and said ‘I’m developing a shaker’, some people looked at me with suspicion. It’s the natural reaction isn't it? Even though I brought a prototype to the bar, I didn't easily allow anyone to touch it. But I was looking for a variety of opinions, so I visited many bars nationwide. I made many prototypes, trying to find the best polishing method for the shaker and I'm sure I had over 200 gimlets to gather all the feedback." Mr. Yokoyama says with a laugh. Mr. Shinobu Ishigaki is the owner of Bar Ishi no Hana and has been interested in Mr. Yokoyama’s idea from the beginning. "I was in fact imagining a similar approach. I was thinking that by improving the inner surface of the shaker, one might be able to make the cocktails taste better." Mr. Ishigaki tells me. Surprisingly, Mr. Ishigaki was asking a shaker maker acquaintance for a shaker sample when Mr. Yokoyama came to his bar the very next day. "I was amazed to find a person with the same idea as me! And he had expertise in developing shakers, which made him reliable. I was so happy that I immediately called the acquaintance’s company and requested them to cancel my sample order." Mr. Ishigaki says. Mr. Ishigaki recognized the problems and other points about the cocktail tools he was using, and respected the ‘monozukuri' (manufacturing) that Mr. Yokoyama had envisioned'. Over numerous discussions with Mr. Ishigaki and the referenced opinions of many bartenders, Mr. Yokoyama finally produced the BIRDY cocktail shaker. "It is polished inside with the idea of making sure that the contents of the cocktail are not stressed, thus bringing out the flavors of the ingredients to their maximum. I made a trial cocktail at the prototype stage. It was very exciting!”
First popular abroad, then became a hit in Japan.
Mr. Ishigaki was not the only bartender impressed with the BIRDY, other bartenders were amazed too. Some people were left speechless at the improvement in taste. BIRDY was a product that brought great innovation to the bar industry. At the beginning the sales growth was good but soon after did not meet expectations. "It was hard to sell our product and we even tried an EC site. The turning point was at the world's largest bar industry exhibition in Germany, 'BAR CONVENT BERLIN'. We let overseas bartenders actually handle the BIRDY and they soon found its advantages. Tools can not be sold without touching them. I didn't realize this simple idea before." Mr. Yokoyama told us. First it became a hit overseas, then after became popular in Japan. The sales growth has steadily increased and it’s available in 17 countries and regions. Under the brand name of ‘BIRDY’, they have now developed products for not only for professional use, but also for general household use. Items such as tumblers, decanters, and kitchen towels. The lineup keeps expanding. We asked him to explain how they think about product development and Mr. Yokoyama answered, "I'm trying not to make things that just suit the ‘here and now'. Since I used to always look forward in the Web industry, I'm aiming to develop products that will become standards within five years." We are looking forward to see what Mr. Yokoyama will do in the future.