Tatenokawa Shuzo to Launch Experiential Bars, Transforms from Sake Brewery to 'Lifestyle Company,' Announces 'SAKE 360° Lifestyle'

Our company endorses April Dream, which aims to make April 1st a day for announcing dreams. This press release is a dream of "Tatenokawa Shuzo Co., Ltd."

Tatenokawa Shuzo Co., Ltd. (Representative Director: Junpei Sato), which has pursued the pinnacle of "Junmai Daiginjo" in Sakata City, Yamagata Prefecture, will evolve sake from "something to drink" to "an experience to enjoy life" on April 1, 2026.

What we brew is not an alcoholic liquid. It is the "experience" itself that enriches daily life and accompanies one's journey.

Key Points of This Release ・Evolution from a sake brewery to a lifestyle company ・Launch of an experiential BAR project with a view to global expansion ・New proposal to design the "first sip" for 20-year-olds ・Creation of value through co-creation with Yamagata's food and crafts

1. 【THE BAR & LAB】A Five-Sense Experiential Hub where Junmai Daiginjo and "Yo-ko" Intersect We will open experiential hubs called "THE BAR (tentative name)" in major cities worldwide. The first phase is planned for Tokyo.

It will be a space where the "stillness" of Junmai Daiginjo intersects with the "playfulness" of "BAR Yo-ko." We will offer pairings with dishes that utilize ingredients, allowing visitors to savor the aroma of freshly cooked rice, the sounds of the forest, and the profound depth of fermentation with all five senses.

A place where visitors can shed their titles and positions and return to their "true selves." This is not just a BAR, but an "experiential lab" that opens up one's sensibilities.

2. 【FIRST LOVE】Making the "First Sip" at 20 a Lifelong Memory Precisely because sake consumption is declining, we take responsibility for the "first sip."

We will offer anniversary gifts that deliver a special drink at the milestone of turning 20. Along with fruity new-generation liqueurs and refined Junmai Daiginjo, we will design an experience that conveys the "joy of becoming an adult."

The bottles are designed to remain as vases or interior decorations even after the drink is finished. We aim for that one sip to become a long-lasting memory that accompanies one's life.

3. 【YAMAGATA SYNERGY】Brewing New Food Culture with Yamagata's "Treasures" We will go beyond the framework of a single sake brewery and create value together with Yamagata's producers and artisans.

Fruits, rice, meat, fish, fermentation. Together with creators who pursue the ultimate in each field, we will create unprecedented taste experiences.

Furthermore, we will jointly develop craft items such as sake cups and cutlery. We will deliver Yamagata's aesthetic sense of terroir, which elevates the dining table itself into an "experiential space," to the world.

4. 【GLOBAL COMMUNITY】A New Relationship where People Worldwide "Participate in Sake Brewing" We will build a system that allows people worldwide to participate in sake brewing, transcending physical distances.

Sharing the brewing process of specific sake and enjoying the time until completion together. We will develop a community where members not only receive the finished sake but can also participate in brewery experiences and exclusive events.

By traversing digital and real spaces, we will foster a "culture where brewers and drinkers connect."

Seeking Partners to Brew the Future Together This challenge cannot be completed by us alone. We are looking for partners who will embody "from Yamagata to the world" with us.

・Food manufacturers / beverage manufacturers / restaurant companies, etc., who can co-create new value by combining Yamagata ingredients and fermentation technology. ・Craft / furniture / textile companies, etc., who can deliver Yamagata's aesthetic sense to the world through manufacturing. ・Companies / teams in the digital / technology / creative fields who can design and implement new experiential value and communities.

Tatenokawa Shuzo Co., Ltd. "Can a sake brewery in Yamagata do this much?" We welcome that surprise.

What we want to deliver is not just sake. It is an "experience" layered with Yamagata's nature, culture, and people's feelings.

From the land of Yamagata, to the world. 24 hours, 365 days. We want to be a presence that accompanies every scene of life. Please experience that first sip.

Tatenokawa Shuzo Co., Ltd. Company Profile Company Name: Tatenokawa Shuzo Co., Ltd. Location: 27 Shimizuda, Yamadate, Sakata City, Yamagata Prefecture Representative: Junpei Sato (6th generation brewery owner) Founded: Tenpo 3 (1832) Official HP: https://www.tatenokawa.com/ja/sake/ Official Online Shop: https://shop.tatenokawa.com/ Official Twitter: @tatenokawa Official Instagram: @tatenokawa_sake Official LINE: Tatenokawa Shuzo Business Activities: Manufacturing and sales of alcoholic beverages (Sake "Tatenokawa," Liqueurs "BAR Yo-ko," "Kodakara," "Homerun Makgeolli")