Tatenokawa Shuzo to Launch Experiential BARs, Transitioning from Sake Brewery to 'Lifestyle Company,' Announces 'SAKE 360° Lifestyle'
Tatenokawa Shuzo announced its transformation into a 'lifestyle company' from a sake brewery, effective April 1, 2026. Reimagining sake not just as a beverage but as an 'experience to enjoy life,' the company aims for global expansion through its experiential BAR project, 'SAKE 360° Lifestyle.' It also promotes co-creation with Yamagata's food culture and crafts to create new value for Japanese sake.
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Our company supports April Dream, which aims to make April 1st a day to express dreams. This press release is a dream of 'Tatenokawa Shuzo Co., Ltd.'
Tatenokawa Shuzo Co., Ltd. (Representative Director: Jumpei Sato), which has pursued the pinnacle of 'Junmai Daiginjo' in Sakata City, Yamagata Prefecture, will evolve sake from 'something to drink' to 'an experience to enjoy life' on April 1, 2026.
What we brew is not merely liquid alcohol. It is the 'experience' itself that enriches daily life and accompanies one's journey.
### ■ Highlights of this Release
- Evolving from a sake brewery into a lifestyle company
- Launch of an experiential BAR project aiming for global expansion
- New proposal to design the 'first drink' for 20-year-olds
- Value creation through co-creation with Yamagata's food and crafts
## ■ 1. 【THE BAR & LAB】A sensory experience hub where Junmai Daiginjo and 'Yo-ko' intersect
We will deploy experiential hubs called 'THE BAR (tentative name)' in major cities worldwide. The first phase is planned for Tokyo.
It is a space where the 'serenity' of Junmai Daiginjo intersects with the 'playfulness' of 'BAR Yo-ko.' We will offer food pairings that leverage local ingredients, while experiencing the aroma of freshly cooked rice, the sounds of the forest, and the depth of fermentation with all five senses.
A place where visitors can set aside their titles and positions and return to their 'true selves.' This is not just a BAR, but an 'experience lab' that opens up one's sensibilities.
## ■ 2. 【FIRST LOVE】Make the 'first drink' at 20 a lifelong memory
Precisely because interest in sake is declining, we take responsibility for the 'first sip.'
We will develop anniversary gifts that deliver a special drink at the turning point of life, reaching the age of 20. We design an experience that conveys 'the joy of becoming an adult,' along with fruity new-generation liqueurs and refined Junmai Daiginjo.
The bottles are designed to remain as vases or interior decorations even after being consumed. We aim for that one drink to become a memory that accompanies one's life for a long time.
## ■ 3. 【YAMAGATA SYNERGY】Brewing new food culture with Yamagata's 'treasures'
We will go beyond the framework of a single sake brewery and create value together with Yamagata's producers and artisans.
Fruits, rice, meat, fish, fermentation. Together with creators who pursue the utmost in each field, we will create unprecedented taste experiences.
Furthermore, we will jointly develop craft items such as sake vessels and cutlery. We aim to deliver Yamagata's terroir aesthetic, which elevates the dining table itself into an 'experience space,' to the world.
## ■ 4. 【GLOBAL COMMUNITY】A new relationship where people worldwide can 'participate in sake brewing'
We will build a mechanism that allows people from all over the world to participate in sake brewing, transcending physical distances.
Share the brewing process of a specific sake and enjoy the time until its completion together. We will develop a community where members can not only receive the finished sake but also participate in brewery experiences and limited events.
By traversing digital and real, we will foster a 'culture where producers and drinkers connect.'
## Recruiting Partners to Brew the Future Together
This chall
Tatenokawa Shuzo Co., Ltd. (Representative Director: Jumpei Sato), which has pursued the pinnacle of 'Junmai Daiginjo' in Sakata City, Yamagata Prefecture, will evolve sake from 'something to drink' to 'an experience to enjoy life' on April 1, 2026.
What we brew is not merely liquid alcohol. It is the 'experience' itself that enriches daily life and accompanies one's journey.
### ■ Highlights of this Release
- Evolving from a sake brewery into a lifestyle company
- Launch of an experiential BAR project aiming for global expansion
- New proposal to design the 'first drink' for 20-year-olds
- Value creation through co-creation with Yamagata's food and crafts
## ■ 1. 【THE BAR & LAB】A sensory experience hub where Junmai Daiginjo and 'Yo-ko' intersect
We will deploy experiential hubs called 'THE BAR (tentative name)' in major cities worldwide. The first phase is planned for Tokyo.
It is a space where the 'serenity' of Junmai Daiginjo intersects with the 'playfulness' of 'BAR Yo-ko.' We will offer food pairings that leverage local ingredients, while experiencing the aroma of freshly cooked rice, the sounds of the forest, and the depth of fermentation with all five senses.
A place where visitors can set aside their titles and positions and return to their 'true selves.' This is not just a BAR, but an 'experience lab' that opens up one's sensibilities.
## ■ 2. 【FIRST LOVE】Make the 'first drink' at 20 a lifelong memory
Precisely because interest in sake is declining, we take responsibility for the 'first sip.'
We will develop anniversary gifts that deliver a special drink at the turning point of life, reaching the age of 20. We design an experience that conveys 'the joy of becoming an adult,' along with fruity new-generation liqueurs and refined Junmai Daiginjo.
The bottles are designed to remain as vases or interior decorations even after being consumed. We aim for that one drink to become a memory that accompanies one's life for a long time.
## ■ 3. 【YAMAGATA SYNERGY】Brewing new food culture with Yamagata's 'treasures'
We will go beyond the framework of a single sake brewery and create value together with Yamagata's producers and artisans.
Fruits, rice, meat, fish, fermentation. Together with creators who pursue the utmost in each field, we will create unprecedented taste experiences.
Furthermore, we will jointly develop craft items such as sake vessels and cutlery. We aim to deliver Yamagata's terroir aesthetic, which elevates the dining table itself into an 'experience space,' to the world.
## ■ 4. 【GLOBAL COMMUNITY】A new relationship where people worldwide can 'participate in sake brewing'
We will build a mechanism that allows people from all over the world to participate in sake brewing, transcending physical distances.
Share the brewing process of a specific sake and enjoy the time until its completion together. We will develop a community where members can not only receive the finished sake but also participate in brewery experiences and limited events.
By traversing digital and real, we will foster a 'culture where producers and drinkers connect.'
## Recruiting Partners to Brew the Future Together
This chall