From January to February, when the coldest weather of the year occurs, sake brewing is taking place at breweries across the country.
On February 8, 2026 (Sunday), the annual "Ishichi New Sake Festival" was held at "Kumaya Shuzo," the oldest brewery in Kurashiki City.
On that day, the strongest cold wave of the season hit, and the sky was occasionally filled with snow.
Despite the cold, many people visited the event in search of freshly made sake and gourmet food, and I will report on the event's atmosphere.
About the Ishichi New Sake Festival
The "Ishichi New Sake Festival," which started in 2012, is being held for the 13th time this year (2026).
It kicks off the brewery openings held throughout Okayama Prefecture and takes place on the second Sunday of February each year.
The venue, Kumaya Shuzo, boasts a history of over 300 years as the oldest brewery in Kurashiki City.
Near the brewery, there are shrines and temples such as the Japan's First Kumano Shrine and Goryu Sontakuin, and the road in front of the brewery has flourished as a pilgrimage route to Yuga Mountain, with the surrounding area being referred to as "Kojima's Little Kyoto."
The president, Ihoriyah Haruo, stated that through the holding of the new sake festival, he wants to promote the local area of Gounai and sake production in Okayama.
Brewery Limited Sake "Kanshibori"
The highlight of the new sake festival is the limited sale of Brewery Limited Sake "Kanshibori." As the name suggests, it is freshly pressed new sake characterized by a crisp and dry taste.
This year, a long line of people seeking new sake extended outside the venue from early in the morning.
According to the brewery, last year (2025) it sold out by 10 a.m., so they increased the number of bottles this year.
The long line settled down around 11 a.m.
Tasting Corner
The annual tasting corner was bustling with many customers this year as well.
At the tasting ticket sales booth at the entrance, visitors purchase tasting tickets (500 yen) and head to the tasting corner inside the brewery.
At the tasting, the following six carefully selected brands were provided by the brewery:
- Ishichi Junmai Daiginjo Muroka Nama Genshu (Omachi Rice)
- Ishichi 55% Junmai Ginjo (Yamada Nishiki)
- Ishichi Omachi 60 Polished Tokubetsu Junmai Muroka Nama Genshu (Omachi Rice)
- Ishichi Junmai Ginjo Takahashi River Source Water Muroka Nama Genshu (Asahi Rice)
- Gounai Omachi Junmai Ginjo Muroka Nama Genshu (Omachi Rice)
- Gounai Kyokujitsu Junmai Ginjo Muroka Nama Genshu (Asahi Rice)
My recommendation is "1. Ishichi Junmai Daiginjo Muroka Nama Genshu (Omachi Rice)." It had a very smooth and easy-to-drink flavor.
Direct Sales Corner
If you find a brand you like at the tasting, you can purchase it at the direct sales corner. Regular visitors who come every year bring their purchases to the dining corner in the back and enjoy a feast.
In addition to sake, various Ishichi original goods were also on sale.
In addition to tote bags and acrylic keychains that were sold last year, this year Ishichi brand T-shirts were also available. Attracted by the design that is unlike a brewery's T-shirt, I also purchased one.
Additionally, many people were lined up for the popular sake lees and Nara pickles sales as well.
HOIDA CRAFT
As a special guest this time, there was a tasting sale of sweet sake by HOIDA CRAFT.
HOIDA CRAFT was established in October 2024 by Watanabe Nobuyuki, who served as the president of the sake manufacturer Yoikigen in Soja City.
In the workshop located in the Hattori district of Mabi, where Yoikigen once had its sake brewery, they manufacture and sell amazake and liqueurs, and also hold events irregularly.
Annual Rich Food and Drink Corner
In addition to sake, there is a rich food and drink corner featuring various shops. Along with the regular shops that participate every year, there were also new shops making their debut this time.
Bambino Coffee Roaster
The coffee roaster "Bambino Coffee Roaster" from Okayama City was serving coffee made with brewing water sourced from the grounds of Kumaya Sake Brewery using a siphon.
The novelty of the siphon also caught the attention of many people.
Ichiba-ya
The newly debuted "Ichiba-ya" was selling katsuo tataki, perfect for snacks.
Niku no Nakayama
"Niku no Nakayama," which also participates in the Kurashiki Sansai Market every month, tempts appetites with the savory aroma of "Chiyagyu Beef Dice Steak Skewers" grilled over charcoal.
Additionally, for the first time, they offered "Chiyagyu Beef Dote-ni." Its rich flavor makes it a perfect dish for snacks.
Gyaru Tatsumi
Continuing from last year, "Gyaru Tatsumi" was selling Chinese noodles and fried chicken.
The "Inoshishi Bone Soy Sauce Ramen" enjoyed under the cold sky is a bowl where the warm soup seeps into your body.
Okonomiya
Every year, "Okonomiya" sells hot Akashi-yaki. This time, the piping hot Akashi-yaki was selling out one after another.
By the way, this shop also participates in the "宴joy備中地酒フェスSAKEべ！！" held around June every year at Geibunkan Hall Square, along with Kumaya Sake Brewery.
Umakatai
Every year, "Umakatai" is popular for its fried rockfish and fried baby octopus, as well as cotton candy loved by children and French fries, making it a favorite among a wide range of people.
This time, they were selling at a pace that couldn't keep up with the restocking.
Introduction to the Dining Space
Purchased items can be eaten in the dining space at the back. Using cases of one-sho bottles as chairs and tables is a unique touch from the brewery.
Similar to "Hirome Market" in Kochi City, scenes of impromptu parties starting among the people present could be seen in various places.
Conclusion
Shortly after the opening at 9 AM, Kurashiki City Mayor Ito Kaori arrived at the venue.
Due to the cold wave, significant snowfall began after noon, and amidst the rapidly changing weather, this year's "Ishichi New Sake Festival" was held. Thanks to the enthusiasm of many sake fans who gathered despite the cold, the event concluded with excitement throughout.
Furthermore, from now until May, brewery openings are scheduled at various breweries in the Takahashi River basin. Each brewery is planning unique sales and tasting events, so why not take a tour? For more details, please check the flyer below.
Ishichi New Sake Festival Data
| Name | Ishichi New Sake Festival |
|---|---|
| Date | February 8, 2026 (Sunday) 9 AM - 3 PM |
| Location | 705 Hayashi, Kurashiki City, Okayama Prefecture |
| Participation Fee (Tax Included) | Drinking tickets are paid (500 yen) |
