Support Noto's Recovery by Drinking! 'Don't Stop Noto Sake!' Project Launches Nationwide at Daimaru & Matsuzakaya
Daimaru Matsuzakaya Department Stores will host POP UP events across 9 stores starting April 2026 to sell limited-edition sake from Noto breweries affected by the earthquake, featuring collaborative and self-brewed bottles.
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- 📰 Published: April 3, 2026 at 20:07
Daimaru Matsuzakaya Department Stores has joined the 'Don't Stop Noto Sake!' project to support breweries affected by the Noto Peninsula Earthquake. Starting April 2026, POP UP events will be held at 9 Daimaru and Matsuzakaya stores nationwide to sell 'Collaborative Brews' made by Noto breweries in cooperation with other breweries, as well as 'Self-Brewed Sake' from breweries that have resumed operations after the disaster.
During the event, brewers and Toji (master brewers) themselves are scheduled to visit the sales floor to share their thoughts on sake brewing and reconstruction.
### Featured Breweries and Recommended Sake
**Kazuma Shuzo (Noto Town, Ishikawa)**
A long-established brewery known for 'Chikuha.' They have resumed self-brewing and will sell 'Daimaru Matsuzakaya Limited Chikuha Junmai Ginjo Genshu.' Made with Noto-grown Gohyaku-mangoku rice and Kanazawa Yeast No. 1401, it offers a refreshing taste with a sweet, banana-like aroma.
**Tsuruno Shuzoten (Noto Town, Ishikawa)**
A historic brewery whose facilities were completely destroyed by the earthquake. They will sell 'Taniizumi x Tedorigawa Yamahai Kijoshu Namagenshu,' a collaborative brew made at Yoshida Shuzoten. This bottle represents a challenge for revival, using rice and sake rescued from the collapsed brewery.
**Shirafuji Shuzoten (Wajima City, Ishikawa)**
After about 15 months since the disaster, they have resumed brewing. They will sell 'Okunoto no Shiragiku Kijoshu 2025BY,' brewed with yeast rescued and stored from mash prior to the earthquake. It features an elegant aroma and fresh taste.
**Hiyoshi Shuzoten (Wajima City, Ishikawa)**
Located on Wajima's Morning Market Street, they lost 90% of their stock in the disaster. They will sell 'Kinpyo Hakukoma x Tedorigawa Nama,' a dry Junmai sake brewed in collaboration with Yoshida Shuzoten, offering a crisp finish and rich rice flavor.
**Matsunami Shuzo (Noto Town, Ishikawa)**
Established in 1868, their 150-year-old brewery was destroyed. They will sell 'Oeyama x Nito Namazake,' a collaboration with Maruishi Jozo in Aichi. This limited-edition fresh sake marks their new start two years after the earthquake.
### Collaborating Breweries
- **Maruishi Jozo (Okazaki City, Aichi):** Famous for the 'Nito' brand, focusing on balance between sweet/dry and heavy/light.
- **Yoshida Shuzoten (Hakusan City, Ishikawa):** Known for 'Tedorigawa' and 'Yoshidagura u,' modernizing traditional Yamahai methods.
### Project Overview
- **Project Name:** Daimaru/Matsuzakaya x Don't Stop Noto Sake! Collaboration
- **Content:** Selling collaborative and self-brewed sake (limited to 200 bottles per brewery, 1,000 total).
- **Period:** April 1 to May 31, 2026 (varies by store).
- **Location:** 9 Daimaru and Matsuzakaya stores nationwide.
### Public Support
This project is supported by the 'Noto Reconstruction Support Project' implemented by the Noto Public-Private Reconstruction Center. It utilizes the 'Noto Reconstruction Support Fund' created by Ishikawa Prefecture, triggered by a donation from the rock unit 'COMPLEX' (Koji Kikkawa and Tomoyasu Hotei).
During the event, brewers and Toji (master brewers) themselves are scheduled to visit the sales floor to share their thoughts on sake brewing and reconstruction.
### Featured Breweries and Recommended Sake
**Kazuma Shuzo (Noto Town, Ishikawa)**
A long-established brewery known for 'Chikuha.' They have resumed self-brewing and will sell 'Daimaru Matsuzakaya Limited Chikuha Junmai Ginjo Genshu.' Made with Noto-grown Gohyaku-mangoku rice and Kanazawa Yeast No. 1401, it offers a refreshing taste with a sweet, banana-like aroma.
**Tsuruno Shuzoten (Noto Town, Ishikawa)**
A historic brewery whose facilities were completely destroyed by the earthquake. They will sell 'Taniizumi x Tedorigawa Yamahai Kijoshu Namagenshu,' a collaborative brew made at Yoshida Shuzoten. This bottle represents a challenge for revival, using rice and sake rescued from the collapsed brewery.
**Shirafuji Shuzoten (Wajima City, Ishikawa)**
After about 15 months since the disaster, they have resumed brewing. They will sell 'Okunoto no Shiragiku Kijoshu 2025BY,' brewed with yeast rescued and stored from mash prior to the earthquake. It features an elegant aroma and fresh taste.
**Hiyoshi Shuzoten (Wajima City, Ishikawa)**
Located on Wajima's Morning Market Street, they lost 90% of their stock in the disaster. They will sell 'Kinpyo Hakukoma x Tedorigawa Nama,' a dry Junmai sake brewed in collaboration with Yoshida Shuzoten, offering a crisp finish and rich rice flavor.
**Matsunami Shuzo (Noto Town, Ishikawa)**
Established in 1868, their 150-year-old brewery was destroyed. They will sell 'Oeyama x Nito Namazake,' a collaboration with Maruishi Jozo in Aichi. This limited-edition fresh sake marks their new start two years after the earthquake.
### Collaborating Breweries
- **Maruishi Jozo (Okazaki City, Aichi):** Famous for the 'Nito' brand, focusing on balance between sweet/dry and heavy/light.
- **Yoshida Shuzoten (Hakusan City, Ishikawa):** Known for 'Tedorigawa' and 'Yoshidagura u,' modernizing traditional Yamahai methods.
### Project Overview
- **Project Name:** Daimaru/Matsuzakaya x Don't Stop Noto Sake! Collaboration
- **Content:** Selling collaborative and self-brewed sake (limited to 200 bottles per brewery, 1,000 total).
- **Period:** April 1 to May 31, 2026 (varies by store).
- **Location:** 9 Daimaru and Matsuzakaya stores nationwide.
### Public Support
This project is supported by the 'Noto Reconstruction Support Project' implemented by the Noto Public-Private Reconstruction Center. It utilizes the 'Noto Reconstruction Support Fund' created by Ishikawa Prefecture, triggered by a donation from the rock unit 'COMPLEX' (Koji Kikkawa and Tomoyasu Hotei).
FAQ
What is 'Collaborative Brewing' (Kyodo Jozo)?
It is a support method where breweries unable to brew at their own facilities due to disaster damage borrow equipment from collaborating breweries to produce sake using their own techniques and ingredients.
Where can I purchase the limited-edition sake?
Starting April 1, 2026, it will be sold sequentially at the sake departments of 9 Daimaru and Matsuzakaya stores across Japan. Quantity is limited to 200 bottles per brewery.
How is the donation from COMPLEX being used?
It is utilized through the 'Noto Reconstruction Support Fund,' established following a donation from Koji Kikkawa and Tomoyasu Hotei, to support the resumption of brewing and distribution as a public project.