"Sake brewery tourism" is a journey that combines the diverse attractions of a region, such as food, experiences, and natural scenery, with sake, wine, beer, shochu, distilled spirits, and other alcoholic beverages produced in Japan at its core. A movement has begun in Niigata to propose sake trips that go beyond the "point" of a sake brewery and allow people to enjoy a "surface" experience.

 

The term "sake brewery tourism"2013(Heisei25The trademark was registered by Kashima City, Saga Prefecture in 2004.

There are sake breweries in Kashima City6Storehouse (5Company) Yes,2011(Heisei23In 1930, Fukuchiyo Sake Brewery, known for its Nabeshima brand,IWCAfter winning the Champion Sake award, the highest award at the International Wine Challenge, the town began exploring ways to use sake in its urban development.2012(Heisei24) The Kashima Sake Brewery Tourism Promotion Council was established in 2011.

In the same year, the brewery opening ceremony was held.1TimesKashima Sake Brewery Tourism" was held,2026(Reiwa8)Year3Mon28Day·29On the day15The event is scheduled to be held for the 1st time.

What started out as an initiative solely undertaken by Kashima City has grown into a major event over the years, with collaboration with sake breweries in neighboring Himeno City, the development of secondary transportation, and simultaneous hosting of other events.

2025 years2The total number of visitors to Kashima City and Himeno City during the day was approximately10The population of Kashima City is approximately 10,000.3That's double.

 

The prefecture has the largest number of sake breweries in the country (currently, breweries registered with the prefectural sake brewing association are91Even in Niigata Prefecture, which boasts the2025Years10The Niigata Sake Brewery Tourism Promotion Council was launched in the month.

At the founding commemorative lecture, Akira Sasaki, president of Sasaki Sake Brewery (Kyoto City), gave a talk titled "Initiatives for Kyoto Rakuchu Sake Brewery Tourism," introducing some creative examples that take advantage of the unique collaboration between sake breweries located in tourist areas.

The Niigata Sake Brewery Tourism Promotion Council plans to create and promote Niigata-style sake brewery tourism in various forms.

In addition to its many sake breweries, Niigata Prefecture also boasts world-class sake events.2026Years3Mon7Day·8Held on theNiigata Sake no Jin"is.

2004 (Heisei16)Year2Prefectural Sake Brewers Association50As an anniversary event, the event was held for the first time at Toki Messe.94The breweries gather together, about5Ten thousand people attended.2018(Heisei30) in the year2The total number of visitors over the course of the day14It exceeded 10,000 people.

2020 (Reiwa)2) was canceled in 2017 due to the COVID-19 pandemic,2023In (Reiwa 5)4This will be the first time the event has been held in years. Taking this opportunity, the format has been completely changed and the number of participants has been limited.

2026 is1Sun2times, each time5000Capacity:82Kura will be participating.

Tickets are hard to come by, but an event will be held in collaboration with Sake no Jin that will allow even those who are unable to purchase tickets to enjoy Niigata's sake and food.

April1Sun ~31The event will run until theNiigata Sakazuki" Niigata Prefecture150You can enjoy benefits from online coupons at restaurants.

Not only local people, but also people from outside the prefecture who were unable to attend the event,3We hope you will take part in this project and embark on a journey to enjoy Niigata sake during the month.

 

The Niigata Sake Brewery Tourism Promotion Council will hold a special event to coincide with "Niigata Sake no Jin."3Mon7Day and8The tour will take you from morning to noon to Niigata City's sake breweries by taxi and enjoy a French teppanyaki lunch. This tour allows you to enjoy both the sake breweries and the food without having to worry about transportation.

Sake Brewery Tourism Sakenojin Tour Flyer

The application deadline is3Mon2Whether you're participating in the Sake Battle or not, be sure to check it out.

For applications and inquiries, please contactTEL.050-2807–4900 or FAX: 025-247-5213 What.

"SAKE TOPICS" has previously published "Niigata Sake Travel Recommendations"2021Of yearNagaoka CityStarting fromSanjo City, Kamo City, Yahiko Village, Niigata City,Sado City,Itoigawa,Ojiya City, Uonuma City, Minamiuonuma City, Yuzawa Town, Tokamachi City, Tsunan Town,Murakami City and Shibata City,Kashiwazaki,Agano River Line (Gosen City, Agano City, Aga Town),Joetsu City,Myoko CityThere are sake breweries in the prefecture.21We hope that this information will be useful for those considering sake brewery tourism.

 

One of the great attractions of Niigata is being able to enjoy food that makes the most of the characteristics of each region of the prefecture along with sake.

In addition to local dishes such as "Noppe," Niigata also offers dishes that can be enjoyed year-round using high-quality ingredients, including a wide variety of edamame that can be enjoyed from early summer to late autumn, a full course of salmon from Murakami City that is only available in autumn, and dishes made with seasonal vegetables and fruits. We hope you will visit Niigata to try pairings of sake with seasonal dishes that can only be enjoyed in a certain season.

The sake and food that take advantage of the snow, unique to the snowy region of Niigata, will taste even better when enjoyed against the backdrop of a snowy landscape.

In Niigata, it is also possible to take a snow-filled tour that includes a tour of the snow rooms and enjoying the food and sake that has been cultivated there.

There are already sake areas that are conscious of tourism, such as "Nuttari, the Town of Fermentation" in Niigata City's Chuo Ward, "Fermentation Highway" from Nishi Ward to Nishikan Ward, and "Settaya, the Town of Brewing" in Nagaoka City.

By improving how to tour these areas, how to convey their stories, and how to get there, the area will likely develop into a sake brewery tourism destination that can be easily visited by people from both within and outside the prefecture, and from within Japan and overseas.

 

In recent years, an increasing number of sake breweries in Niigata have been holding "kura-kai" (opening of the brewery) events in the spring and autumn.

On April 25th and 26th, the event will be held in Nishikan Ward, Niigata City, along the old Hokkoku Kaido road.Sasaiwai Sake Brewery Co., Ltd.and Nishi Ward, Niigata CityTakano Sake Brewery Co., Ltd.will be holding a brewery opening at the same time.

They are also considering collaborating with the Initiatives behind the "Hakko Kaido Biraki" local event, which was held last fall and was well received.

We also recommend checking out the events being held at sake breweries around the prefecture and enjoying sake brewery tourism in conjunction with them.

Food and sake, Niigata's unique nature, experiences with traditional techniques and industrial products, and interactions with Niigata residents through these experiences - if transportation to these destinations is improved, the one-of-a-kind "Niigata-style sake brewery tourism" will be born in many places throughout the prefecture.

A trip that cannot be experienced anywhere else creates repeat visitors.

We want to foster "Niigata-style sake brewery tourism" by connecting people from various walks of life who love Niigata and want others to know how wonderful Niigata is.

 

 

Neil

"CushuNotebook''From NiigataR"Editor-in-chief

Mariko Takahashi