AGAINST THE GRAIN
Can a Japanese sake be designed to be enjoyed, understood and appreciated by the rest of the world?
We defied the odds to do just that.
press
Featured in leading publications across design, culture, and lifestyle
Lianhe Zaobao
Singaporean gin and sake are gaining international recognition.
“Against the Grain,” co-brewed by Normat Sake, a sake brand initiated by Singapore Presidential Design Award-winning designer Larry Peh in collaboration with Niigata Neck Sake Brewery in Japan, won gold and bronze medals at the International Wine Challenge (IWC) Sake Grand Prix in May 2025.
Lifestyle Asia
Best Singaporean alcohol brands to raise a toast with this SG60
Home-grown alcohol brands in Singapore are punching above their weight at international competitions, putting our Little Red Dot on the world map. If you’re still in the patriotic mood and want to raise a toast to our little – but formidable – island nation, here are the best Singapore alcohol brands to imbibe in.
Prestige Singapore
Celebrate Singapore’s 60th birthday with these locally-produced alcohol brands
Home-grown alcohol brands in Singapore are punching above their weight at international competitions, putting our Little Red Dot on the world map. If you’re still in the patriotic mood and want to raise a toast to our little – but formidable – island nation, here are the best Singapore alcohol brands to imbibe in.
PIN Prestige
From Design to Brewing: Larry Peh’s New Sake Chapter
Larry Peh, two-time Presidential Design Award winner, gives Singapore its own sake before its 60th birthday.
ICON Singapore
Starting with a grain of rice
Breaking boundaries and daring to explore, local renowned designer Larry Peh launches a unique sake collection through lifestyle brand NORMAT, sharing his design philosophy and behind-the-scenes stories.
The Peak Singapore
A new dawn for sake: Why more Singaporeans are shaking things up in the sake industry
More homegrown companies are entering sake breweries and shaking things up. We explore how these trailblazers are reimagining the age-old drink one grain at a time.
PORTFOLIO Magazine
Creative Director Larry Peh Embarks On A New Creative Journey With NORMAT
The award-winning creative director opens up about his new journey that led him to discover more about the intricacies of sake.
a+ Singapore
Larry Peh's Normat Against The Grain Is A Sake For The Singaporean Palate
Normat Against The Grain is a sake brand that marries traditional Japanese craftsmanship with modern design and a fresh Singaporean perspective.
CNA Luxury
Larry Peh, the man behind the red carp motif on the white plastic bags used in Singapore
The founder of branding agency &Larry will go to great lengths to find the soul, authenticity and story in a project, as exemplified by the recent creation of Normat Against the Grain sake.
Men's Folio Singapore
NORMAT’s Sake For The Singaporean Palette
Home-grown lifestyle collective, NORMAT is launching its debut creation, ‘AGAINST THE GRAIN’ — a Japanese sake specially crafted to complement the diverse and distinct cuisines of Singapore and Southeast Asia with its unique flavour profile
Lianhe Zaobao
Singaporean designer develops Japanese sake from scratch
Two-time Singapore President's Design Award winner Larry Peh spent five years collaborating with Kubiki Brewery in Niigata, Japan, to launch a new sake.
Esquire Singapore
ESQnA with Larry Peh
A man of many hats, Larry Peh left his mark across various industries. Peh now channels his attention (and love for sake) into his latest venture, NORMAT
Tatler Asia
How this Singaporean convinced a Japanese brewery to create a sake he designed for the local palate
For Larry Peh, it spurred an idea that led to the creation of Normat, a homegrown sake label designed to seamlessly match the diverse palette of local and international dishes found in Singapore.
Robb Report Singapore
For Normat’s sake, go against the grain
What do you do when the doors close repeatedly in your face? Most of us would simply give up. Cutting our losses instead of getting too ahead of ourselves may be the wiser choice, especially if the pursuit—a Singaporean creation of “an authentic Japanese sake”—would’ve been considered by many to be a passion project. For pioneering creative firebrand and certified sake sommelier, Larry Peh, though, failure was never an option.
88 Bamboo
NORMAT Launches Sake to Pair With Singapore & Southeast Asian Cuisine
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.
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