Sanwa Shuyu produces many products, including its flagship barley shochu “Iichiko”, sake “Waka Botan”, and “Ajimu Wine”. Sanwa Shuzo aims to create higher quality products while paying close attention to raw materials and production methods. What are the new challenges they are tackling at the place where they started and where they are aiming to go as a company?

Sanwa Sake Brewery’s origins in sake

Iichiko” is so famous that it is no exaggeration to say that it represents barley shochu in Japan. Everyone has probably seen or heard of it at least once. The headquarters of Sanwa Shuyu, which manufactures the shochu, is located in Usa City in the northern part of Oita Prefecture. With a population of approximately 50,000, it is not a large town in Oita Prefecture, but it is surrounded by lush green mountains and has the largest area of rice and wheat paddies in the prefecture, which are actively farmed.
The town is surrounded by lush green mountains and has the largest area of rice and wheat paddies in the prefecture, making it a thriving agricultural area. However, it is probably not widely known that Sanwa Shuzo also produces sake and wine.
Sanwa Shuzui’s first product was not shochu, but sake, and the company’s second product after sake was wine. After sake, Sanwa Shuzui then began producing wine. Even today, the company is said to refer to Waka Botan as the father, Ajimuin Wine as the mother, and Iichiko as the son.

As a means for Usa Hirano breweries to compete with major brands.

The company was started in 1958. The history of the company dates back to 1958, when three breweries in the Usa Plain, where there were many sake breweries, Akamatsu Honke Brewery, Kumano Midou Brewery, and Wada Brewery, each of which brewed sake, collaborated to improve their business situation, which had deteriorated due to the spread of major brands such as Nada and Fushimi. The three companies joined forces to improve their business situation, which had deteriorated due to the spread of major sake brands such as Nada and Fushimi. The following year, Nishi Shuzojo was added, but the management strategy was to focus on brands that were well known in the local market, rather than developing multiple brands in the dark.
However, it was difficult for the four companies to produce sake with the same taste, aroma, and quality. Therefore, at that time, each of the four breweries blended their own sake and bottled it to be sold under the Waka Botan label. However, it was still difficult to make a living only by brewing sake, so in addition to growing mandarin oranges, which were also thriving in Usa City at the time, in 1966, a national pilot project to develop farmland led to the growth of grape growing in Ajimuin Town, adjacent to Usa City, and the company decided to use its idle breweries and create year-round jobs. In 1971, the company obtained a license to produce fruit wine with a view to utilizing its idle warehouses and creating year-round jobs. The company also began producing wine. Of course, none of his businesses was an immediate success, but he never gave up and continued to take on new challenges.

Background of the birth of “Iichiko,” the company’s most important product

Thus, about 20 years after its founding, the company added wine brewing to its sake business, and the barley shochu “Iichiko” was born. As a sake brewer, the company had already been producing rice shochu and sake lees shochu, but had not yet begun work on barley shochu. However, Nikaido Shuzo, also located in Oita Prefecture, created an authentic 100% barley shochu, which became a big hit, and all the companies in the prefecture began to pay attention to shochu made with barley. Of course, the company followed this trend and began to develop its own barley shochu.

Incidentally, since Oita Prefecture is characterized by a two-crop Seto Inland Sea climate, barley has long been cultivated in Usa City as well. The city also has a food culture that uses barley miso, and has a unique technique for making koji with barley instead of rice, so barley is a familiar ingredient. However, compared to sake brewing, shochu production has not been a major focus, so it was necessary to update the production technology.
Sanwa Shuzui therefore hired Masahiko Shimoda, who had extensive knowledge as a sake brewing engineer, as the production manager in order to build a technological foundation, including research. Under Mr. Shimoda’s direction, the company began full-scale shochu production utilizing koji making and fermentation techniques. Shimoda’s shochu was well received because of his focus on koji and his pursuit of a clean, easy-to-drink taste, but it was not easy to produce it in a stable and reproducible manner, so he spent many years conducting research on stabilizing and equalizing the taste.

Aiming for distilled spirits unique to Japan, with a focus on koji

The company believes that it is important to determine the suitability of koji for the distillation method of shochu. The company takes pride in the fact that it has been making sake since before it was founded, and it is very particular about the use of koji. For example, there are two types of distillation methods: reduced-pressure distillation, in which distillation is carried out at low pressure to retain a high level of flavor and aroma, and normal-pressure distillation, in which the flavors of the ingredients are brought out through a traditional method. Mr. Shimoda has blended the two to bring out the best flavor. He has mastered barley koji in order to maximize the fermentation technique using koji for both reduced-pressure and normal-pressure distillation, and has refined his techniques with the belief that he must “be even one millimeter better than the competition.
The culmination of their efforts was “Iichiko,” which was born in 1978. The shochu boom at the time of its release helped, and Shimoda’s insistence on a clean, refreshing taste was widely supported by the public, making it an instant hit. Mr. Shimoda, who contributed greatly to the development of the product, is currently the chairman of the company.
Having continued to refine the quality of its products, the company’s next goal was to create branding for consumers. To this end, the company asked art director Hideya Kawakita, also from Fukuoka, Kyushu, to do everything related to PR, from bottle design and sales promotion posters to catch copy and commercials. This worked well, and Iichiko’s visuals and copy remained in the minds and memories of those who saw them.
The “Flask Bottle” and “Special,” both of which he designed, won the Good Design Award. The combination of the quality-oriented contents and sophisticated design made Iichiko’s popularity unshakable.

Karashima Kyokunokura” from Usa City, the nation’s first “special sake zone”.

The new base of operations for Sanwa Sake Brewery is “Karashima Kuukunokura”.
Since Usa City was the first city in Japan to be designated as a “Sake Special Zone,” the company opened this facility in 2022 with the desire to “convey the culture of koji and fermentation from Usa to the world,” which it has cherished since its establishment. The facility is a place where visitors can experience the fun of sake brewing, koji and fermentation culture, and enjoy hands-on programs such as brewery tours and sake tasting. Sanwa Shuzo is not just about ‘Iichiko. We want many people to enjoy this place where they can have various conversations with the brewers. I want people to feel that Sanwa Sake Brewery is interesting.” Mr. Shimoda says that he has put everything he wants to do into the Karashima Kukunokura.

The location is the site of the former head office, not far from the head office. The land is filled with the thoughts and feelings of the founder and all those who have been involved with Sanwa Shuzo. It is an expression of the company’s challenge to build a new history on the foundation of the traditions and thoughts of the brewers and producers that have been preserved since the company’s establishment in 1958.

Returning to the starting point and proposing new values for sake

The facility includes a “barley brewery” that makes happoshu (sparkling wine) and a brewery that is considered a “rice brewery” that handles sake. Both are surprisingly small, but Koji Furuya, the head of the brewery, says that they were all created for the sake of the customers. Koji Furuya, the head of the brewery, says, “It is important for people who come here to see and touch the actual process of making sake, and to become interested in it. There are not many places where you can talk with the sake brewers, so we want to propose sake from a variety of perspectives that only we can offer. The new restaurant will return to Sanwa Sake Brewery’s origins in sake, and at the same time, it will be a place where the company can express its gratitude to its customers.

With this in mind, the company plans to offer sake made to order. They are also considering having users actually participate in the sake brewing process by shaking the koji, or even better, by making koji together. This is a bold challenge for a company to take on, even if it is to increase the number of new sake fans. There is no end to the ideas that only a small brewery can come up with. However, this is where their own skills are needed. In order to realize a complete order, Mr. Furuya hopes that people will first come into contact with sake, which has a strong image of being sacred, and become familiar with it, even though every day will be a continuous learning process. He also expressed his gratitude for the fact that the brewery is located in Usa City and for the local spring water and rice, and his hope that the sake brewing process will make the most of the local flavors and appeal to many people.

Challenges as a complex alcoholic beverage manufacturer continue.

The catchphrase is “Iichiko, it’s a gentle intoxication.
Since 1993, Sanwa Shuzui has been advocating through its advertisements the enjoyment of pleasantly tasting alcoholic beverages and moderate drinking that suits one’s needs. These days, the amount of alcohol consumed is decreasing around the world. Sanwa Shuzo respects the individual’s way of enjoying alcoholic beverages, and would like to offer customers a moderate way to enjoy alcoholic beverages, rather than a quantity. Mr. Shimoda says, “Our mission is to provide our customers with a sense of satisfaction that cannot be compensated for by quantity. The clear, full, delicate flavor of Iichiko is inspired by the brewing of sake, which the company has been making since before it was founded, and is ideal as a conversation-stimulating food sake. Sanwa Shuzu will continue to take on new challenges while respecting the spirit and regional characteristics of each product, its diversity and tastes, and above all, its “people.

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In the past, master brewers would be loaned out to the breweries. They were local farmers who shared their experience and knowledge as sake brewing specialists in the winter. Nowadays, brewery owners and presidents take on this role brewing sake, or a brew master is employed full time by the brewery. There is a legend in this world who is often referred to as the “god of sake brewing” or the “legend master brewer of Noto”.

Naohiko Noguchi was born to a family of sake brewers in 1932, in the Noto area of Ishikawa prefecture. He entered the world of sake brewing at the age of 16, training in Shizuoka and Mie. After returning to Ishikawa, he took on sake brewing at various brewers such as “Kikuhime”, “Jyokigen Brewery” and “Noguchi Brewery”, winning gold for 12 consecutive years at the National Sake competition for a total of 27 occasions. He is considered a legend, and is also known to be responsible for triggering the sake boom in 1970 after he released a special label that was originally created just for the competition. He is also known to have revived a traditional sake brewing method called “yamahai”. He is the leader in the world of sake brewing, a recipient of accolades such as “modern artisan” and Yellow Ribbon Award.

Although Mr. Noguchi initially retired in 2015, he returned to work in 2017 after establishing the Naohiko Noguchi Sake Institute. The institute was established in response to Mr. Noguchi’s desire to “brew sake with young people who are pursuing the dream and techniques of sake brewing”. True to its name, the institute seeks to pass on the techniques, spirit, and dedication of Mr. Noguchi to the next generation. It is a very new style of sake brewery. There are 8 young staff who work with Mr. Noguchi, monitoring the temperature in the tanks and malt room, following the detailed data Mr. Noguchi kept and using the latest equipment, in hopes of carrying on his spirit. They strive to create sake that has a light and pleasant after taste that spreads out after swallowing, as they envision the smiles of delight on the faces of customers.

At Naohiko Noguchi Sake Institute, they strive to expand sake culture. There is a gallery adjacent to the brewery that portrays the history and dedication of Mr. Noguchi’s sake brewing. There is also a tasting room that was created under the art direction of Ohi Ozaemon the 11th called “Morian”. Visitors can experience new ways to enjoy sake as they enjoy the beautiful seasonal scenery. The brewery also holds a pairing event “Komatsu Saketronomy” to entice gourmet enthusiasts from around the world to visit. The event features renowned chefs and is a fusion of “sake” and “gastronomy”, one of the creative ways the brewery relays Japanese sake and culture.

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Founded in Makurazaki, Kagoshima in 1936, Satsuma Shuzo has its distillery, bottling plant and beer house in Minami Satsuma. In addition to its signature shochu “Satsuma Shiranami”, the distillery produces rice shochu, sparkling alcohol and liqueurs.

“Satsuma Shiranami” is a sweet potato based shochu using the “kogane sengan” variety which is mainly grown for shochu production. It is a traditional and authentic shochu made with the sweet potato and rice malt, using traditional methods that have been passed on through the generations in Satsuma. It has a distinct deep sweetness with the aroma of sweet potatoes, and has grown its nationwide fan base since the first shochu boom of the 70’s. The Shiranami line includes a sharp tasting “Kuro Shiranami”, an aromatic “Sakura Shiranami” which uses fresh sweet potatoes grown in Minami Satsuma and yellow koji, and “Mugen (eternal) Shiranami” which pursues the full potential of shochu.

With their motto “bringing a smile to our customers” at the foundation, they have worked together with local growers to create the best sweet potatoes. Using the freshest sweet potatoes, they dedicate themselves to developing rich soil and growing the best malt, as well as proactively introducing the latest technology to create shochu that aligns with consumer expectations.

At the Hinokami Distillery, they produce “Satsuma Shiranami” and the popular “Kami no Kawa”, a barley shochu that is stored for an extended period. “Kami no Kawa” is an amber shochu made using 100% Nijo Barley and is stored in white oak barrels for 3 years under strict supervision of barrel craftspeople. The extended fermentation produces a very aromatic shochu with a pleasant sweetness. In order to produce “Kami no Kawa”, Satsuma Shuzo is the only shochu distillery with its own barrel making studio, barrel storage and barrel craftspeople who oversee and maintain the barrels. There is a process where barrels are burned to revive them after being used for making western style liquors. This process brings back the smokiness and vanilla like scent in the barrels.

Satsuma Shuzo also boasts “Meiji Kura” which is also known as the observation warehouse. It not only retains the features of the late Meiji era with old equipment on display, but they also continue to make shochu using 100 plus year old urns. Visitors can observe traditional shochu preparation. We encourage you to visit, as there are labels sold exclusively at the distillery.

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Making a wide variety of sake

Asahara Brewery has its factory in Ogose, Saitama Prefecture. We interviewed Kenichi Asahara, the 5th president.
”About twenty years ago, in the time of my predecessor, we may have been the smallest brewery in Japan. We were only brewing about 9000 liters. Originally, we were making Japanese ”sake” and it’s only about 12 years ago, that we started making liqueurs. Now we are making about 144,000 liters of ”sake” and quite a lot of liqueurs.”
In March 2011, the company was met with a fire disaster, and the warehouse of the headquarters was burned to the ground, and one third of the ”sake” in production process was lost. The warehouse is still being reconstructed. They now make ”sake” in Nagaoka, Niigata Prefecture, and they are making various liqueurs, wine and ”shochu” in the Ogose factory.

The fun of developing new products!

When you look at the product lineup of Asahara Brewery, you will be surprised by the wide variety. The number counts up to several dozens. Apart from their own products, they also undertake production of private brand products of other companies. Also, they are especially committed to the development of various liqueurs.
”Moromi zake”, cider liqueur, ”makkori”, plum wine, ”yuzu” liqueur, low-malt beer… Nakata tried one after the other, and one liqueur especially caught his attention. ”Sayama green tea plum liqueur”.
”I’ve never tasted plum liqueur with such bold green tea flavor. It’s delicious.”
It uses Sayama green tea, and the plums from Ogose, and the taste is a pleasant harmony of fresh green tea and the sweetness of plums.

”When I started making liqueurs, I wanted to make something unusual. Then I realized that the possibility is infinite, and we can make so many kinds of liqueurs. We now make vegetable liqueurs, too. Customers ask me, can you make such a liqueur? and we make anything. It is our motto that we never refuse any requests,” said Asahara laughingly. More and more unique ideas for new products came up, and Nakata’s conversation with Asahara about product development went on and on.

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Sake with a 300-year history of dedication

Founded at the end of the 17th century, this traditional sake brewery has been in business for 300 years.The locally-rooted Tago Honke Sake Brewery consumes 100% of its sake within the prefecture.It is a sake brewery that has been carrying on the “local production for local consumption” concept that has been attracting attention recently for 300 years.
The Kamo Itsuha Daiginjo sake, made with water from the Kamo River, a clear stream that flows near Tsuyama, is an aromatic and flavorful gem that has won the Monde Selection Gold Award.
In addition to sake, the brewery also produces shochu (Japanese liquor) and liqueurs using local ingredients.The most notable beer is Tsuyama’s local beer, Sakushu Tsuyama Beer, which was introduced in February 2010 as “Dry Stout Tsuyama Horumon Udon Beer” to go with Tsuyama’s local delicacy, Horumon Udon (hormone udon).
This bitter black beer with a smoky aroma is rich in both bitterness and acidity, making it a perfect match for horumon udon.
Other locally-rooted products created by the company include “ITSUH” and “TSUYAMA,” which are no less than authentic German beers, and “Sakura Monogatari,” a pale pink beer with a slight cherry aroma, inspired by Tsuyama, a famous cherry blossom viewing spot.

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Introduction of sweet potatoes to Japan

In addition to firearms, Tanegashima is also home to the introduction of something else.
Tanegashima is also the first place where sweet potatoes sent by the Ryukyu Dynasty about 300 years ago were cultivated in Japan. Nakata learned about it when he dropped by Tanegashima Shuzo. He also had the opportunity to see a field where the potatoes to make liquor were organically grown, as the area is suitable for growing sweet potatoes thanks to the flat and mineral-rich soil and mild climate. Having received JAS organic certification, Tanegashima Shuzo has a garden that grows sweet potatoes of better quality by also adding shellfish fossils and enzyme to the soil.
”Shiroyutaka” is very starchy, and is said to take on outstanding sweetness if grown in Tanegashima. ”Anno” is arguably the tastiest of the kind in Japan. ”Tanegashima-murasaki” is also popular as a variety of medicinal potatoes. From these potatoes, tasty ”shochu” is made in the traditional earthen pots with spring water from the underground water that has been flowing since the establishment of the shop in 1902.

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