Support the Noto Peninsula Earthquake recovery by "drinking to support"! Don't let Noto's sake stop! It's finally starting!
Daimaru Matsuzakaya Department Stores is launching a series of POP UP events across nine stores nationwide from April 2026 to support the Noto Peninsula Earthquake recovery. These events, part of the "Don't Stop Noto's Sake!" project, will feature sake from Noto breweries, including jointly brewed and self-brewed varieties from those that have resumed operations. Brewery owners and master brewers will be present to share their stories and passion for sake brewing and reconstruction.
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- 📰 Published: April 3, 2026 at 20:07
- 🔍 Collected: April 3, 2026 at 11:30
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Daimaru Matsuzakaya Department Stores is proud to support the "Don't Stop Noto's Sake!" project. Starting in April 2026, we will host a series of POP UP events at nine Daimaru and Matsuzakaya stores nationwide. These events will feature sake from Noto, including "jointly brewed sake" created through collaborations between Noto breweries and supporting breweries, as well as "self-brewed sake" from breweries that have successfully resumed operations following the disaster.
During the event period, brewery owners and Toji (master brewers) are scheduled to be present at the sales floor to share their passion for sake brewing and their thoughts on the recovery process.
For the event overview and further details, please see the first press release here:
https://prtimes.jp/main/html/rd/p/000003549.000025003.html
### ■ During the POP UP events, brewery owners and Toji will visit in person to share their passion for sake brewing and recovery.
During the POP UP at each store, brewery owners and Toji will visit to speak about their dedication to sake brewing and their journey toward reconstruction. They will offer tastings and sales of "jointly brewed sake"—collaborations between their own breweries and supporting breweries from both within and outside the prefecture—as well as "self-brewed sake" from their own breweries that have resumed operations since the earthquake. These carefully crafted sakes will be sold primarily at the stores where the respective brewery representatives are visiting. We have prepared 200 bottles from each brewery for this season. Please note that available products will vary by store.
*Event dates vary by store.
*As brewers are balancing these appearances with recovery meetings and brewery restoration work, they will be present at the stores as much as possible; however, it may be difficult for them to remain on-site for the entire scheduled duration.
**Introducing participating breweries and sake recommended by brewery owners/Toji (in Japanese alphabetical order):**
**Kazuma Shuzo (Noto Town, Ishikawa)**
A long-established sake brewery based in Noto Town, Ishikawa Prefecture, and the producer of the "Chikuha" brand.
Having resumed in-house brewing, Kazuma Shuzo is now offering the "Daimaru Matsuzakaya Limited Chikuha Junmai Ginjo Genshu." This undiluted Junmai Ginjo is brewed with Noto-grown Gohyakumangoku rice polished to 55% and Kanazawa Yeast No. 1401, resulting in a crisp and refreshing taste. It boasts a sweet, fresh ginjo aroma reminiscent of green bananas, offering a clean experience of refreshing acidity and light sweetness from the very first sip. With a gentle rice umami in the aftertaste and a subtle bitterness that tightens the flavor, this Noto Junmai Ginjo is designed to pair beautifully with food.
**"Daimaru Matsuzakaya Limited Chikuha Junmai Ginjo Genshu"**
720ml | 2,090 yen (tax included)
**Tsuruno Shuzoten (Noto Town, Ishikawa Prefecture)**
A historic sake brewery located in Noto Town, Ishikawa Prefecture, known for its flagship brand "Tani-izumi." The brewery, its attached shop, and the family residence were completely destroyed by the Noto Peninsula Earthquake. This release, "Tani-izumi x Tedorigawa Yamahai Kijoshu Namagenshu," was made possible through contract brewing support from Yoshida Shuzoten, the makers of "Tedorigawa" in Hakusan City, Ishikawa Prefecture. It is a bottle of "rebirth and challenge," brewed using rice and sake rescued from the destroyed brewery as raw materials for this new Yamahai Kijoshu. The flavor profile subverts the traditional image of Yamahai and Kijoshu in the best way possible—offering a fresh, juicy, and refreshingly sweet taste.
"Tani-izumi x Tedorigawa Yamahai Kijoshu Namagenshu" 720ml – 2,695 yen (tax included)
**Hakutou Shuzouten (Wajima City, Ishikawa Prefecture)**
A historic sake brewery in Wajima City, Ishikawa Prefecture, known for brewing the "Okunoto no Shirakiku" brand. Although the Noto Peninsula Earthquake damaged essential equipment such as the kamado (traditional furnace), the brewery has successfully resumed production at its own facility after approximately one year and three months.
We are now offering the in-house brewed **"Okunoto no Shirakiku Kijoshu 2025BY."** Crafted using Gohyakumangoku and Yamada Nishiki rice, it was brewed using yeast that was salvaged and preserved from the fermentation mash (moromi) of Tokubetsu Junmai affected by the earthquake. This sake is a fune-shibori (traditionally pressed) muroka nama genshu (unfiltered, unpasteurized, and undiluted). Please enjoy its gentle, elegant aroma and fresh, vibrant flavor.
**"Okunoto no Shirakiku Kijoshu 2025BY"**
500ml | 3,520 yen (tax included)
**Hiyoshi Shuzo (Wajima City, Ishikawa Prefecture)**
Founded in 1912 (the first year of the Taisho era), this sake brewery is located on the famous Morning Market Street in Wajima City, Ishikawa Prefecture. Their sake is brewed using well water drawn from directly beneath the brewery—the closest well to the Sea of Japan—resulting in a signature dry and crisp flavor profile. Their flagship brand is "Kinpyo Shirokoma."
Tragically, the brewery lost 90% of its inventory when its buildings collapsed during the earthquake. The "Kinpyo Shirokoma x Tedorigawa Nama" currently available is a collaborative brew with Yoshida Shuzo of Hakusan City, Ishikawa. This Junmai Nama-zake (unpasteurized sake) is crafted using Ishikawa-grown Gohyaku-mangoku rice and Kanazawa yeast. It features the bold, vibrant character typical of unpasteurized sake, offering a dry, sharp finish alongside the rich umami of the rice.
**"Kinpyo Shirokoma x Tedorigawa Nama" 720ml – ¥2,200 (Tax Included)**
**Matsunami Shuzo (Noto Town, Ishikawa Prefecture)**
Founded in 1868 (the first year of the Meiji era), Matsunami Shuzo is a sake brewery located in the Matsunami district of Noto Town. They produce "Oeyama" and other sake brands using the traditional "Gokkan-shikomi" (mid-winter brewing) technique performed by Noto Toji (master brewers).
The earthquake completely destroyed the brewery and shop, which boasted a history of over 150 years. However, they resumed operations last autumn with the opening of a temporary shop.
The "Oeyama x Nito Namazake" is a collaborative brew with Maruishi Sake Brewery of Okazaki City, Aichi Prefecture. This limited-edition unpasteurized sake (namazake) marks the meeting of the Oeyama and Nito brands, brewed with a spirit of renewal two years after the disaster.
The moment you open the fragrant bottle, a delicate sparkle dances on the palate. Its refreshing, effervescent character is sure to bring a smile to your face.
**"Oeyama x Nito Namazake" 720ml – 3,300 yen (tax included)**
**■ Collaborating Breweries (In Japanese alphabetical order)**
**Maruishi Sake Brewery (Okazaki City, Aichi Prefecture)**
Founded in 1690. This long-established brewery continues to evolve in the birthplace of Tokugawa Ieyasu.
In 2015, the brand "Nito" was launched to share the brewery's passion with the entire country. Its concept is "Only those who chase two rabbits can't catch two"—a play on the famous proverb.
The brewery aims for a perfect balance and harmony between opposing elements, such as "sweet and dry" or "heavy and light."
Its fresh, succulent flavor and pleasant finish invite the next glass, revealing its true value when paired with food. This sake shows various expressions through contact with air and temperature changes, radiating its true brilliance as you progress through the bottle.
**Yoshida Sake Brewery (Hakusan City, Ishikawa Prefecture)**
Founded in 1870. Located in the Tedorigawa region, where the subsoil water of the sacred Mt. Hakusan flows, this brewery champions coexistence with nature.
In addition to their flagship brand "Tedorigawa," they produce "Yoshidagura u," which pursues a new standard for the next generation.
By elevating the traditional "Yamahai" brewing method of the Noto Toji (master brewers) with modern sensibilities, they have achieved a fresh, gentle flavor with low alcohol content. By taking a step back to complement the dining experience rather than overpowering the food, they continue to brew sake that connects Ishikawa's rich terroir to the next generation.
**■ Project Overview**
**Project Name:** Daimaru Matsuzakaya × Don't Stop Noto's Sake! Collaboration Project
**Details:** Sales of "Jointly brewed sake with partner breweries" and "In-house brewed sake resumed after the disaster" produced by Noto-based breweries.
*Focusing on this season's sake, with approximately 200 bottles per brewery (1,000 bottles in total).
**Event Period:** April 1 – May 31, 2026 *Dates vary by store.
**Locations:** Liquor departments at 9 Daimaru and Matsuzakaya stores nationwide.
**■ Public Support**
This project is implemented with support (grants) from the "Noto Reconstruction Support Project" conducted by the Noto Public-Private Partnership Reconstruction Center. Under this framework of public-private reconstruction support, the project is being expanded nationwide to assist disaster-affected breweries in resuming and continuing their sake production and distribution.
*The support for this project utilizes the "Noto Reconstruction Support Fund" established by Ishikawa Prefecture. This fund was created as a recipient for donations from corporations and organizations, triggered by a donation from "COMPLEX," the rock unit featuring Koji Kikkawa and Tomoyasu Hotei.
**■ About the "Don't Stop Noto's Sake!" Project**
The "Don't Stop Noto's Sake!" project was launched following the Noto Peninsula Earthquake to preserve the future of Noto's sake brewing and distribution.
Centering on the method of collaborative brewing, the project combines "support through purchases," "information dissemination," and "distribution assistance." It addresses the harsh reality facing breweries—that "if they can't brew, it's over" and "if they can't sell, there is no next time"—by building a sustainable system to ensure that Noto's sake never stops.
**Project Official Website:** [https://notosake.com/](https://notosake.com/) (*Links to an external site)
**"Drinking is supporting."**
Daimaru Matsuzakaya Department Stores, together with the "Don't Stop Noto's Sake!" project, will deliver Noto's sake and its journey toward reconstruction to the entire nation.
During the event period, brewery owners and Toji (master brewers) are scheduled to be present at the sales floor to share their passion for sake brewing and their thoughts on the recovery process.
For the event overview and further details, please see the first press release here:
https://prtimes.jp/main/html/rd/p/000003549.000025003.html
### ■ During the POP UP events, brewery owners and Toji will visit in person to share their passion for sake brewing and recovery.
During the POP UP at each store, brewery owners and Toji will visit to speak about their dedication to sake brewing and their journey toward reconstruction. They will offer tastings and sales of "jointly brewed sake"—collaborations between their own breweries and supporting breweries from both within and outside the prefecture—as well as "self-brewed sake" from their own breweries that have resumed operations since the earthquake. These carefully crafted sakes will be sold primarily at the stores where the respective brewery representatives are visiting. We have prepared 200 bottles from each brewery for this season. Please note that available products will vary by store.
*Event dates vary by store.
*As brewers are balancing these appearances with recovery meetings and brewery restoration work, they will be present at the stores as much as possible; however, it may be difficult for them to remain on-site for the entire scheduled duration.
**Introducing participating breweries and sake recommended by brewery owners/Toji (in Japanese alphabetical order):**
**Kazuma Shuzo (Noto Town, Ishikawa)**
A long-established sake brewery based in Noto Town, Ishikawa Prefecture, and the producer of the "Chikuha" brand.
Having resumed in-house brewing, Kazuma Shuzo is now offering the "Daimaru Matsuzakaya Limited Chikuha Junmai Ginjo Genshu." This undiluted Junmai Ginjo is brewed with Noto-grown Gohyakumangoku rice polished to 55% and Kanazawa Yeast No. 1401, resulting in a crisp and refreshing taste. It boasts a sweet, fresh ginjo aroma reminiscent of green bananas, offering a clean experience of refreshing acidity and light sweetness from the very first sip. With a gentle rice umami in the aftertaste and a subtle bitterness that tightens the flavor, this Noto Junmai Ginjo is designed to pair beautifully with food.
**"Daimaru Matsuzakaya Limited Chikuha Junmai Ginjo Genshu"**
720ml | 2,090 yen (tax included)
**Tsuruno Shuzoten (Noto Town, Ishikawa Prefecture)**
A historic sake brewery located in Noto Town, Ishikawa Prefecture, known for its flagship brand "Tani-izumi." The brewery, its attached shop, and the family residence were completely destroyed by the Noto Peninsula Earthquake. This release, "Tani-izumi x Tedorigawa Yamahai Kijoshu Namagenshu," was made possible through contract brewing support from Yoshida Shuzoten, the makers of "Tedorigawa" in Hakusan City, Ishikawa Prefecture. It is a bottle of "rebirth and challenge," brewed using rice and sake rescued from the destroyed brewery as raw materials for this new Yamahai Kijoshu. The flavor profile subverts the traditional image of Yamahai and Kijoshu in the best way possible—offering a fresh, juicy, and refreshingly sweet taste.
"Tani-izumi x Tedorigawa Yamahai Kijoshu Namagenshu" 720ml – 2,695 yen (tax included)
**Hakutou Shuzouten (Wajima City, Ishikawa Prefecture)**
A historic sake brewery in Wajima City, Ishikawa Prefecture, known for brewing the "Okunoto no Shirakiku" brand. Although the Noto Peninsula Earthquake damaged essential equipment such as the kamado (traditional furnace), the brewery has successfully resumed production at its own facility after approximately one year and three months.
We are now offering the in-house brewed **"Okunoto no Shirakiku Kijoshu 2025BY."** Crafted using Gohyakumangoku and Yamada Nishiki rice, it was brewed using yeast that was salvaged and preserved from the fermentation mash (moromi) of Tokubetsu Junmai affected by the earthquake. This sake is a fune-shibori (traditionally pressed) muroka nama genshu (unfiltered, unpasteurized, and undiluted). Please enjoy its gentle, elegant aroma and fresh, vibrant flavor.
**"Okunoto no Shirakiku Kijoshu 2025BY"**
500ml | 3,520 yen (tax included)
**Hiyoshi Shuzo (Wajima City, Ishikawa Prefecture)**
Founded in 1912 (the first year of the Taisho era), this sake brewery is located on the famous Morning Market Street in Wajima City, Ishikawa Prefecture. Their sake is brewed using well water drawn from directly beneath the brewery—the closest well to the Sea of Japan—resulting in a signature dry and crisp flavor profile. Their flagship brand is "Kinpyo Shirokoma."
Tragically, the brewery lost 90% of its inventory when its buildings collapsed during the earthquake. The "Kinpyo Shirokoma x Tedorigawa Nama" currently available is a collaborative brew with Yoshida Shuzo of Hakusan City, Ishikawa. This Junmai Nama-zake (unpasteurized sake) is crafted using Ishikawa-grown Gohyaku-mangoku rice and Kanazawa yeast. It features the bold, vibrant character typical of unpasteurized sake, offering a dry, sharp finish alongside the rich umami of the rice.
**"Kinpyo Shirokoma x Tedorigawa Nama" 720ml – ¥2,200 (Tax Included)**
**Matsunami Shuzo (Noto Town, Ishikawa Prefecture)**
Founded in 1868 (the first year of the Meiji era), Matsunami Shuzo is a sake brewery located in the Matsunami district of Noto Town. They produce "Oeyama" and other sake brands using the traditional "Gokkan-shikomi" (mid-winter brewing) technique performed by Noto Toji (master brewers).
The earthquake completely destroyed the brewery and shop, which boasted a history of over 150 years. However, they resumed operations last autumn with the opening of a temporary shop.
The "Oeyama x Nito Namazake" is a collaborative brew with Maruishi Sake Brewery of Okazaki City, Aichi Prefecture. This limited-edition unpasteurized sake (namazake) marks the meeting of the Oeyama and Nito brands, brewed with a spirit of renewal two years after the disaster.
The moment you open the fragrant bottle, a delicate sparkle dances on the palate. Its refreshing, effervescent character is sure to bring a smile to your face.
**"Oeyama x Nito Namazake" 720ml – 3,300 yen (tax included)**
**■ Collaborating Breweries (In Japanese alphabetical order)**
**Maruishi Sake Brewery (Okazaki City, Aichi Prefecture)**
Founded in 1690. This long-established brewery continues to evolve in the birthplace of Tokugawa Ieyasu.
In 2015, the brand "Nito" was launched to share the brewery's passion with the entire country. Its concept is "Only those who chase two rabbits can't catch two"—a play on the famous proverb.
The brewery aims for a perfect balance and harmony between opposing elements, such as "sweet and dry" or "heavy and light."
Its fresh, succulent flavor and pleasant finish invite the next glass, revealing its true value when paired with food. This sake shows various expressions through contact with air and temperature changes, radiating its true brilliance as you progress through the bottle.
**Yoshida Sake Brewery (Hakusan City, Ishikawa Prefecture)**
Founded in 1870. Located in the Tedorigawa region, where the subsoil water of the sacred Mt. Hakusan flows, this brewery champions coexistence with nature.
In addition to their flagship brand "Tedorigawa," they produce "Yoshidagura u," which pursues a new standard for the next generation.
By elevating the traditional "Yamahai" brewing method of the Noto Toji (master brewers) with modern sensibilities, they have achieved a fresh, gentle flavor with low alcohol content. By taking a step back to complement the dining experience rather than overpowering the food, they continue to brew sake that connects Ishikawa's rich terroir to the next generation.
**■ Project Overview**
**Project Name:** Daimaru Matsuzakaya × Don't Stop Noto's Sake! Collaboration Project
**Details:** Sales of "Jointly brewed sake with partner breweries" and "In-house brewed sake resumed after the disaster" produced by Noto-based breweries.
*Focusing on this season's sake, with approximately 200 bottles per brewery (1,000 bottles in total).
**Event Period:** April 1 – May 31, 2026 *Dates vary by store.
**Locations:** Liquor departments at 9 Daimaru and Matsuzakaya stores nationwide.
**■ Public Support**
This project is implemented with support (grants) from the "Noto Reconstruction Support Project" conducted by the Noto Public-Private Partnership Reconstruction Center. Under this framework of public-private reconstruction support, the project is being expanded nationwide to assist disaster-affected breweries in resuming and continuing their sake production and distribution.
*The support for this project utilizes the "Noto Reconstruction Support Fund" established by Ishikawa Prefecture. This fund was created as a recipient for donations from corporations and organizations, triggered by a donation from "COMPLEX," the rock unit featuring Koji Kikkawa and Tomoyasu Hotei.
**■ About the "Don't Stop Noto's Sake!" Project**
The "Don't Stop Noto's Sake!" project was launched following the Noto Peninsula Earthquake to preserve the future of Noto's sake brewing and distribution.
Centering on the method of collaborative brewing, the project combines "support through purchases," "information dissemination," and "distribution assistance." It addresses the harsh reality facing breweries—that "if they can't brew, it's over" and "if they can't sell, there is no next time"—by building a sustainable system to ensure that Noto's sake never stops.
**Project Official Website:** [https://notosake.com/](https://notosake.com/) (*Links to an external site)
**"Drinking is supporting."**
Daimaru Matsuzakaya Department Stores, together with the "Don't Stop Noto's Sake!" project, will deliver Noto's sake and its journey toward reconstruction to the entire nation.