On Sunday, February 9, 2025, as a cold wave swept across Japan, the “Ishichi New Sake Festival” was held at Kumaya Sake Brewery, Kurashiki’s oldest sake brewery.
The first brewery in Okayama Prefecture to kick off the season, this event is held right in the middle of sake-making season, and I’m one of the people who looks forward to it every year.
This year, too, the festival was bustling with visitors from the morning and was a great success. Here’s a report on the lively New Sake Festival.
The information presented was accurate when this article was published in March 2025. Please note that it may differ from current information.
About the Ishichi New Sake Festival
The Ishichi New Sake Festival is held every February at Kumaya Sake Brewery in Hayashi, Kurashiki City.
First held in 2012, the festival was suspended in 2021 and 2022 as part of measures to prevent the spread of COVID-19. This year marks its 12th edition, and it has now become a regular local event.
The festival has grown more substantial with each passing year and has become an event enjoyed not only by sake fans but by people of all ages and genders.
The venue features many vendors, primarily food and drink, in addition to new sake tastings. There is also a spacious dining area at the back, making this an event where you can enjoy gourmet food alongside sake.
![[Held February 9 (Sun)] Ishichi New Sake Festival — A historic brewery’s challenge to revitalize the community](https://media.kuratoco.com/wp-content/uploads/2025/01/22235109/7Y6A4139.jpg)
Tasting Corner
The annual tasting corner featured six carefully selected varieties this year.
- Ishichi Junmai Daiginjo Muroka Nama Genshu (Omachi rice)
- Ishichi Gohari Gobu Junmai Ginjo (Yamada Nishiki rice)
- Ishichi Omachi Rokujumai Tokubetsu Junmai Muroka Nama Genshu (Omachi rice)
- Ishichi Junmai Ginjo Takahashi River Source Waters Muroka Nama Genshu (Asahi rice)
- Gonai Omachi Junmai Ginjo Muroka Nama Genshu (Omachi rice)
- Gonai Asahi Junmai Ginjo Muroka Nama Genshu (Asahi rice)
Purchase tickets (500 yen) at this reception desk by the entrance.
As you head farther in, the tasting corner is on your right. Follow the staff’s directions and join the line on the right.
First, try the three varieties recommended by the brewery.
Once you’ve finished these, you can get refills at the refill tasting corner.
You can have another serving of one of the varieties you tried first, or choose a different recommended variety.
Sales Corner
The “Sales Corner” offers sake and other carefully selected products from the brewery.
This year, Ishichi merchandise and tonjiru (pork soup) were newly added to the offerings, and the corner was very busy.
Cold-Pressed Sake
Freshly made sake pressed from the previous day through the early morning of the event. This is a brewery-exclusive sake that is sold only at the New Sake Festival each year (in 2021 and 2022, when COVID-19 prevention measures were in place, it was sold at a direct-sales event instead).
By 9 a.m., a long line had already stretched outside the venue. It was probably the longest line ever.
The line gradually shortened, but it had sold out by shortly after noon.
Nara-zuke Pickles and Sake Lees
Nara-zuke pickles and sake lees are popular every year.
These also drew a long line right after opening. Many customers return to buy them each time, a testament to their popularity.
The Nara-zuke pickles are a carefully crafted product made by pickling melons grown in Tokushima Prefecture in Kumaya Sake Brewery’s sake lees over a period of four years.
These had also sold out before noon.
Direct Sales of Sake
Of course, you can also purchase the six types of sake offered for tasting (1,800 ml or 720 ml).
Many people chose their favorite sake and took it, along with snacks, to enjoy in the dining area at the back.
I also tried Ishichi Junmai Daiginjo Muroka Nama Genshu (Omachi rice). It had a delicate flavor and was exceptionally smooth to drink.
I also tried Gonai Omachi Junmai Ginjo Muroka Nama Genshu (Omachi rice). This one was slightly dry and paired perfectly with the snacks.
Sweet Rice Drink Corner
The popular free sweet rice drink corner, a hit every year, is also a favorite with people who don't drink alcohol and with children.
A large amount had been prepared, but this too was gone by around 11 a.m.
Pork Soup with Sake Lees
The pork soup corner made its debut this year.
Drawn in by the cute illustration and delicious aroma, I decided to buy some.
The koji used in sake brewing really came through, giving it a wonderfully rich flavor.
Enjoyed in the cold, it tasted all the better.
Food Stall Area
There was a great selection of food stalls, with treats to enjoy alongside sake as well as crepes and cotton candy, which are especially popular with children. Both the shops that return every year and those making their first appearance this year were bustling with customers.
Ishichi Original Goods
Here are the “Ishichi Original Goods,” making their debut at this event.
On sale were original goods available only here, including tote bags modeled after the label on the daiginjo sake, as well as keychains and ballpoint pens.
I also bought a keychain shaped like a sake bottle as a souvenir.
Raffle Corner
Near the entrance, there was a paid raffle with prizes including an assortment of breads from KONPAN, a popular bakery near the venue.
Perhaps because it was something unusual, the children seemed captivated by the spinning raffle drum.
Kurashiki City Mayor Ito Kaori also visits
At around 11 a.m., Kurashiki City Mayor Ito Kaori arrived wearing a denim suit.
To commemorate “traditional Japanese sake brewing” being recognized as a UNESCO Intangible Cultural Heritage in 2024, Mayor Ito also presented a commemorative placard to company president Ihoriya Haruo.
Afterward, she visited each table in the dining area and exchanged greetings with the visitors.
Every table was lively, with people gathered around Mayor Ito.
From the Writer
The “Ishichi New Sake Festival” once again came to a close amid great success this year, with nearly 5,000 visitors (according to the organizers) and the liveliest turnout ever.
Everyone seemed satisfied with the delicious new sake and wide variety of gourmet food as they headed home.
Also, brewery open-house events are scheduled at various locations in the Takahashi River Basin area through May (see the flyer below for details).
You can enjoy carefully crafted new sake at each brewery, so why not pay one a visit?
To borrow President Ihoriya’s words: “Please support Okayama’s local sake.”
Ishichi New Sake Festival Information
| Name | Ishichi New Sake Festival |
|---|---|
| Date | Sunday, February 9, 2025 9:00 a.m.–3:00 p.m. |
| Location | 705 Hayashi, Kurashiki City, Okayama Prefecture |
| Admission (tax included) | Tasting tickets are paid (500 yen) |
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