On February 9, 2025 (Sunday), when a cold wave swept across Japan, the "Ishichi New Sake Festival" was held at the oldest sake brewery in Kurashiki, "Kumaya Sake Brewery".
As the first brewery in Okayama Prefecture, this event is held right in the middle of the sake brewing season, and I am one of those who look forward to it every year.
This year, it was bustling with many customers from the morning, and it was a great success. I will report on the lively atmosphere of the new sake festival.
About the Ishichi New Sake Festival
The Ishichi New Sake Festival is held every February at "Kumaya Sake Brewery" located in Hayashi, Kurashiki City.
The first festival was held in 2012, and although it was paused due to measures against the spread of the novel coronavirus (in 2021 and 2022), this is the 12th time it has been held, and it has now become a regular event in the region.
Moreover, with each passing year, the content has become more substantial, and it has become an event loved by not only sake fans but also people of all ages.
In the venue, there are not only tastings of new sake but also numerous food stalls, and a spacious food corner is set up at the back of the venue, making it an event where you can enjoy gourmet food along with sake.
Tasting Corner
The annual tasting corner featured 6 carefully selected varieties this year.
- Ishichi Junmai Daiginjo Unfiltered Raw Sake (Omachi Rice)
- Ishichi 55% Junmai Ginjo (Yamada Nishiki)
- Ishichi Omachi 60 Polished Special Junmai Unfiltered Raw Sake (Omachi Rice)
- Ishichi Junmai Ginjo Made with Water from the Takahashi River Source Unfiltered Raw Sake (Asahi Rice)
- Gonai Omachi Junmai Ginjo Unfiltered Raw Sake (Omachi Rice)
- Gonai Asahi Junmai Ginjo Unfiltered Raw Sake (Asahi Rice)
Tickets can be purchased at the reception at the entrance (500 yen).
As you proceed further in, the tasting corner is on the right side. You will line up in the right row under the guidance of the staff.
First, I will try the three recommended varieties from the brewery.
Once I finish drinking this, I can get a refill at the refill tasting corner.
For the refill, I can choose the same variety I initially drank or select another recommended variety.
Sales Corner
The "Sales Corner" sells carefully selected items from the brewery, including sake.
This year, new Ishichi goods and pork miso soup were also on sale, making it very lively.
Kanshibori
Freshly pressed sake made from the pressing done from the day before to early morning of the event. This is a brewery limited sake that is only sold at the New Sake Festival (it was sold in the form of direct sales in 2021 and 2022 due to measures against the spread of the novel coronavirus).
By 9 AM, there was already a long line extending outside the venue. This is probably the longest line ever.
Gradually, the line became shorter, but by after 12 PM, it was sold out.
Nara-zuke and Sake Lees
The popular Nara-zuke and sake lees every year.
There was also a long line right after the opening. Many repeat customers purchase this every time, indicating its popularity.
Nara-zuke is a carefully crafted item that has been pickled in sake lees from Kumaya Sake Brewery using melons from Tokushima Prefecture over a period of four years since the preparation.
This was also sold out before 12 o'clock.
Direct Sale of Sake
Of course, you can also purchase the six types of sake that were available for tasting (1,800ml, 720ml).
Many people were seen enjoying their favorite brands, bringing them to the dining area in the back along with snacks.
I also had Ishichi Junmai Daiginjo Unfiltered Raw Sake (Omachi Rice). It had a light flavor and was very easy to drink.
I also had Gonai Junmai Ginjo Unfiltered Raw Sake (Omachi Rice). This one was somewhat dry and paired excellently with the snacks.
Sweet Sake Corner
The popular sweet sake corner (free) is a big hit with those who cannot drink alcohol and children.
Although there was a lot prepared, it was also empty by around 11 a.m.
Pork Miso Soup with Sake Lees
This is the first appearance of the pork miso soup corner this year.
I was drawn in by the cute illustration and delicious smell, so I decided to buy it.
The koji (mold used in sake brewing) was well incorporated, giving it a very rich flavor.
When enjoyed in the cold, the taste is even more delightful.
Yatai Corner
The yatai (food stall) area is well-stocked with gourmet food that pairs well with sake, including crepes and cotton candy, which are also very popular with children. There were many regular shops from previous years, as well as some new vendors this year, all bustling with customers.
Ishichi Original Goods
Here are the "Ishichi Original Goods," making their debut this time.
A tote bag modeled after the label of Daiginjo sake, along with keychains and ballpoint pens, are original goods available only here.
I also bought a keychain shaped like a sake bottle as a memento.
Lottery Corner
Near the entrance, there was a lottery (paid) where you could win prizes including a set of breads from the popular bakery "KONPAN" located nearby.
Perhaps it was something unusual, as the children seemed captivated by the spinning lottery.
Kurashiki City Mayor Kaori Ito Also Attended
Around 11 a.m., Kaori Ito, the Mayor of Kurashiki City, dressed in a denim suit, arrived at the venue.
In 2024, to commemorate the recognition of "Traditional Japanese Sake Brewing" as a UNESCO Intangible Cultural Heritage, Mayor Ito presented a commemorative plaque to President Haruo Ihoriya.
After that, she interacted with the attendees at each table in the dining area.
Every table was lively, surrounded by Mayor Ito.
In Conclusion
This year's "Ishichi New Sake Festival" closed with great success, with nearly 5,000 attendees (according to the organizers), marking the highest level of excitement ever.
It seemed that everyone was satisfied as they headed home after enjoying delicious new sake and various gourmet foods.
Additionally, from now until May, various sake brewery openings are scheduled in the Takahashi River basin area (please see the flyer below for details).
At each brewery, you can taste the carefully brewed new sake, so why not pay a visit?
Finally, borrowing the words of President Ihoriya, "Please support Okayama's local sake."
Ishichi New Sake Festival Data
| Name | Ishichi New Sake Festival |
|---|---|
| Date | February 9, 2025 (Sunday) 9 a.m. - 3 p.m. |
| Location | 705 Hayashi, Kurashiki City, Okayama Prefecture |
| Participation Fee (including tax) | Tasting tickets are paid (500 yen) |
