And just like that, the brewing season is back upon us. Even though many mark October as the start of the brewing season, a number of breweries have already picked up tools and started brewing for BY8.
Of course it’s still early days so they’re mostly doing preliminary stuff, but the wheels are in motion. There’s still events and whatnot happening around town and we’ve only got a couple of weeks until World Sake Day on October 1, so the fun isn’t over yet! This year’s hiyaoroshi sake is hitting the market thick and fast, so for those lucky enough to be in Japan, get out and enjoy it while you can!
And now for the news…
Japan- There have been numerous promotions aimed at trying to woo the youth market to the world of sake, however Toyo Seikan Group, the Japan Shogi Association and Agnavi are seeing to it that the older generation isn’t being left out with their Ikkon Ikkyoku project.
The endeavour ties sake to shogi, a “chess-like” board game originally developed in India but is these days better known as an entrenched part of Japanese culture for more than a thousand years. Toyo Seikan has developed a mobile canning system which it can transport to regions where shogi tournaments are being held. The group then approaches local sake breweries in the region to produce commemorative 180ml “one cup” sake cans for the event featuring label artwork based on the local culture. The system allows organizers and breweries to choose from several filling methods depending on production capacity, order size and lead time.
Previous collaborations have featured local breweries at the Tatsujin, Osho and Meijin tournaments, including a special Denshu can from Aomori’s Nishida Shuzōten featuring artwork inspired by Aomori’s Nebuta– fire festival. The partners are now planning to extend the model beyond shogi, using limited-edition canned sake to promote regional breweries, tourism and local culture.
Source – Digital PR
JG: This is one of the most innovative sake marketing ideas I have seen in a long, long time. First off, targeting an older generation, rather than younger age groups that are just legally coming into adulthood, is a fresh approach that has not been tried.And tying sake to another aspect of culture will certainly find supporters everywhere. The equipment itself seems suited to very small lots and possibly larger lots as well, making it pretty easy to adopt. I see a lot of potential in this methodology and expect it will help sake visibility and popularity.
西田酒造店（田酒）
Tokyo- The International Wine Challenge has announced the winners of the Champion Trophies for 2026.
Endo Shuzō from Nagano Prefecture took out the Great Value Champion award for Keiryu Ginjō, while Niizawa Jōzōten from Miyagi Prefecture was this year’s Champion Producer.
Nagano was named Prefecture of the year and Chōshū Shuzō in Yamaguchi Prefecture was awarded Champion Sake for 2026 for Tenbi Junmai Ginjō Hotaten.
JG: Congratulations to all the Champion Trophy winners! It certainly appears that the IWC competitions and their results are gaining some serious traction in the sake world.
遠藤酒造場（渓流）, 新澤醸造店（伯楽星）, 長州酒造（天美）
Toyama- Uozu Shuzō, producer of the Hokuyo and Honami brands and part of the BOON stable of breweries, ceased operations on September 1.
According to Tokyo Shoko Research, the decision was influenced by the recent death of company president Bungo Tanaka in April and continued increases in costs of raw material. Founded in 1925 as Hongo Shuzō, the brewery was acquired by Bungo Tanaka’s revitalization company Nihonshu Capital in 2022 after facing declining sake consumption, the impact of the pandemic and succession issues.
The company is reportedly open to the idea of succession from an outside enterprise to potentially preserve the Hokuyo brand.
Source – Chunichi
JG: Although it goes without saying, Mr. Bungo Tanaka’s passing is still having its repercussions, reminding us of how much the sake world lost upon his death. Yet it is somewhat positive to see that the brewery is open to continuing in some capacity if another investor steps up. Let’s hope that happens.
魚津酒造（旧 本江酒造）（北洋、帆波）
