Interview with Representative Director Watanabe Nobuyuki
I spoke with Representative Director Watanabe Nobuyuki about his commitment to product creation and future prospects.
What inspired you to start making liqueurs?
Watanabe
During the time of the previous sake brewery (Yoikigen), we also produced liqueurs, but at that time they were merely positioned as "something that could be sold alongside sake." When founding HOIDA CRAFT, I wanted to delve deeper into the possibilities of liqueurs as a "specialized liqueur workshop."
The desire to make the most of local rich ingredients such as fruits (white peaches, pears, Shine Muscat, etc.) that "Okayama, the fruit kingdom," boasts, and Japanese mint, which was once a major production area in Okayama, has also been a significant motivation for liqueur making.
By creating liqueurs with "overwhelming fruitiness" that values the natural taste of fruits without using flavorings or colorings, I aim to promote the charm of the region.
I hear you will be announcing new products this year (2026).
Watanabe
In addition to the fruit liqueurs we are currently making, we have newly commercialized coffee liqueur SETOUCHI BLACK and pineapple & lemon liqueur AZURE PINE & LEMON in May 2026.
SETOUCHI BLACK is made from roasted coffee beans from Okayama Ohisama Farm, which cultivates bananas and coffee in Okayama City.
It is finished with a black and bitter taste that brings out the flavor of the ingredients.
AZURE PINE & LEMON is a tropical liqueur made using pineapples cultivated at Okayama Ohisama Farm and Shiomachi lemon harvested in Kasaoka City.
It is colored with vivid blue inspired by the Seto Inland Sea using spirulina (a natural pigment from algae used in soda ice, etc.), and the alcohol content is set low at 10 degrees.
Both products were developed with the aim of offering unique items made from local ingredients, rather than ordinary ones.
What ingredients are being used for the unique liqueurs in development?
Watanabe
I received a suggestion from someone I met at an event to make a liqueur using garlic skins. Currently, they are using garlic skins by soaking them in hot water to extract the dashi (broth), but I am considering whether we can make a liqueur from this ingredient.
I hear you have also started initiatives for industry-academia collaboration.
Watanabe
Thanks to the introduction by the Okayama Prefectural Industrial Promotion Foundation, new initiatives are also starting.
We are meeting with a professor from Notre Dame Seishin University who is researching product development utilizing "residue" (the leftover pulp after squeezing fruits) to advance research and development.
Since a lot of edible parts are included in the pulp, we are attempting to aim for sustainable production that makes effective use of materials by utilizing this.
Finally, please give a message to the readers.
Watanabe
Our liqueurs use plenty of fruits from "Okayama, the fruit kingdom," and pack their deliciousness directly into the alcohol.
I would love for you to taste our liqueurs that value the natural taste and aroma of fruits without using colorings or flavorings.
In addition to participating in events, I also have a desire to plan events such as "drinking parties" utilizing garden bars in the future. I would be happy if you could casually come and visit us during those times.
Our workshop is always open for tours, and during the fruit season, we are also recruiting volunteers for "manufacturing experiences" (such as peach cutting work). I hope everyone can enjoy working together while getting involved in sake making.
Conclusion
The author first learned about HOIDA CRAFT when I saw them selling amazake at the "Ishichi New Sake Festival" held at Kumaya Sake Brewery in February 2026.
Additionally, I had heard from my grandmother, who is from Mabi, that Yoikigen once had a sake brewery in the Hattori area, and that connection led to this interview.
With the corporate philosophy of "Making sake, creating sake connections, and creating the community," 60 years later, HOIDA CRAFT has resumed sake production in the Hattori area of Mabi. I will continue to keep an eye on the new creations that sake making from the original place brings.
Also, during the liqueur making season (fruit harvest period), they will be recruiting volunteers for manufacturing experiences, so if you are interested, why not check out HOIDA CRAFT's Instagram?
Data of HOIDA CRAFT Co., Ltd.
| Organization Name | HOIDA CRAFT Co., Ltd. |
|---|---|
| Industry | Manufacturing and sales of liqueurs, amazake, etc. |
| Representative Name | Watanabe Nobuyuki |
| Year Established | 2024 |
| Address | 431 Hattori, Mabi-cho, Kurashiki City, Okayama Prefecture |
| Contact Information | Phone Number 086-697-5533 (090-7372-1009 Watanabe) FAX Number 086-697-5539 |
| Website | HOIDA CRAFT |
