Golden Week Limited Event "Heisei-Born Sake Becomes Ice Cream" Held at Tokyo Station Store Directly Connected to Yaesu Exit on May 1st (Fri) - May 3rd (Sun)
Shozo Co., Ltd. is collaborating with sake ice cream specialty store SAKEICE to host a limited-time Golden Week event aimed at introducing the allure of "Koshu" (aged sake) to younger generations. The event, themed "Heisei-Born Sake Becomes Ice Cream," will be held from May 1st to 3rd at their Tokyo Station store, offering original ice cream made with premium aged sake.
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Shozo Co., Ltd. (Headquarters: Awaji City, Hyogo Prefecture, Representative Director: Ryohiko Yasumura, hereinafter Shozo) will collaborate with SAKEICE, a specialty store for sake ice cream, to hold a limited-time Golden Week event titled "Heisei-Born Sake Becomes Ice Cream – People and Sake Shine Brighter with Time –" from May 1st (Fri) to May 3rd (Sun) at a store directly connected to the Yaesu South Exit of Tokyo Station. During this period, they will offer original ice cream made with "Koshi no Bishu 1990" and "Koshi no Bishu GOLD," which were produced in the Heisei era, from Shozo's premium brand of long-aged sake, "Koshi no Bishu" (Inishie no Bishu).
In recent years, the Japanese sake market has been shrinking due to changes in consumer preferences and a declining population. *Especially among the younger generation, drinking habits themselves are diminishing, making it important to propose new ways to enjoy sake and convey its value in an accessible manner to pass on Japanese sake culture to the next generation.*
Shozo has focused on "Koshu" (aged sake) and has been developing the premium brand "Koshi no Bishu" since 2020, which carefully selects aged sake aged for over 10 years, slumbering in sake breweries nationwide.
This time, Shozo is collaborating with the sake ice cream specialty store "SAKEICE" to hold a limited-time event primarily targeting people in their 20s and 30s, allowing them to easily experience the charm of aged sake. The store interior will be designed with a "Heisei Retro" motif, which has been attracting attention from young people recently, and will sell original ice cream made using aged sake produced in 1990, 1999, and 2000. Additionally, customers born in the same year as the aged sake used in the ice cream will receive a complimentary glass of aged sake.
Through this event, Shozo aims to propose new ways for young people to enjoy aged sake by allowing them to casually experience the taste and aroma of aged sake through familiar sweets like ice cream, thereby expanding the recognition and appeal of aged sake.
* National Tax Agency "Sake Handbook (July 2025)"
## Event "Heisei-Born Sake Becomes Ice Cream – People and Sake Shine Brighter with Time –"
Dates:
May 1st (Fri) - May 3rd (Sun), 2026
Time:
11:00 - 20:00 daily
Location:
"SAKEICE Tokyo Shop" "SAKEICE BAR!"
1-1 YANMAR TOKYO 1F, Chuo-ku, Tokyo 104-0028
Content: Menu Items
**- Original Aged Sake Ice Cream (with original sticker)**
**Price: Single 1,200 yen / Double 1,700 yen (tax included)**
* Customers who register for the Koshi no Bishu LINE official account or follow & like the official Instagram will receive it at half price. [Single 650 yen / Double 850 yen (tax included)]
Furthermore, individuals born in the same year as the sake used in the ice cream (1990, 1999, 2000) will receive one free glass of aged sake used in the ice cream.
Koshi no Bishu 1990
Made with the aged ginjo sake "Koshi no Bishu 1990"
In recent years, the Japanese sake market has been shrinking due to changes in consumer preferences and a declining population. *Especially among the younger generation, drinking habits themselves are diminishing, making it important to propose new ways to enjoy sake and convey its value in an accessible manner to pass on Japanese sake culture to the next generation.*
Shozo has focused on "Koshu" (aged sake) and has been developing the premium brand "Koshi no Bishu" since 2020, which carefully selects aged sake aged for over 10 years, slumbering in sake breweries nationwide.
This time, Shozo is collaborating with the sake ice cream specialty store "SAKEICE" to hold a limited-time event primarily targeting people in their 20s and 30s, allowing them to easily experience the charm of aged sake. The store interior will be designed with a "Heisei Retro" motif, which has been attracting attention from young people recently, and will sell original ice cream made using aged sake produced in 1990, 1999, and 2000. Additionally, customers born in the same year as the aged sake used in the ice cream will receive a complimentary glass of aged sake.
Through this event, Shozo aims to propose new ways for young people to enjoy aged sake by allowing them to casually experience the taste and aroma of aged sake through familiar sweets like ice cream, thereby expanding the recognition and appeal of aged sake.
* National Tax Agency "Sake Handbook (July 2025)"
## Event "Heisei-Born Sake Becomes Ice Cream – People and Sake Shine Brighter with Time –"
Dates:
May 1st (Fri) - May 3rd (Sun), 2026
Time:
11:00 - 20:00 daily
Location:
"SAKEICE Tokyo Shop" "SAKEICE BAR!"
1-1 YANMAR TOKYO 1F, Chuo-ku, Tokyo 104-0028
Content: Menu Items
**- Original Aged Sake Ice Cream (with original sticker)**
**Price: Single 1,200 yen / Double 1,700 yen (tax included)**
* Customers who register for the Koshi no Bishu LINE official account or follow & like the official Instagram will receive it at half price. [Single 650 yen / Double 850 yen (tax included)]
Furthermore, individuals born in the same year as the sake used in the ice cream (1990, 1999, 2000) will receive one free glass of aged sake used in the ice cream.
Koshi no Bishu 1990
Made with the aged ginjo sake "Koshi no Bishu 1990"