Umenoyado Shuzo Co-creation Project "Wakuwaku Sake Experience Lab": "Exciting Sake" Created with Customers is Complete!
Umenoyado Shuzo held the second phase (Day2) of its "Wakuwaku Sake Experience Lab" co-creation project at its head office brewery. Members of the official online community "Umenoyado KURABU" developed ideal sake together with the company, and fans confirmed the completed sake.
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- 📰 Published: March 31, 2026 at 19:10
- 🔍 Collected: April 1, 2026 at 13:39 (18h 29m after Published)
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Umenoyado Shuzo Co., Ltd. (Headquarters: Katsuragi City, Nara Prefecture; Representative Director: Kayo Yoshida) held the second phase (Day2) of its "Wakuwaku Sake Experience Lab" co-creation project, which aims to create ideal sake with fans, at its head office brewery on March 28, 2026.
This project is an endeavor to develop sake that directly reflects the voices of fans, inviting members of the official online community "Umenoyado KURABU." In this Day2, the freshly pressed sake, completed after the "Development Meeting (Day1)" held in November 2025, was confirmed by the fans themselves.
Umenoyado Shuzo will continue to challenge itself in sake brewing that embodies "excitement" together with its customers.
About the Wakuwaku Sake Experience Lab
The Wakuwaku Sake Experience Lab is a project where members of the online community "Umenoyado KURABU" and brewery staff collaborate to create sake while exchanging ideas. Participants were recruited in advance from "Umenoyado KURABU" members and selected by lottery.
Of the two-day program, Day1, held on November 23, 2025, included a special brewery tour and a "Development Meeting" to determine the taste direction and specifications. Brewing proceeded towards Day2 on March 28, 2026, to achieve the taste as decided in the meeting. During the brewing period, voting for label designs and naming was also conducted within the community, resulting in sake that meticulously reflects the wishes of the fans.
By experiencing the sake manufacturing process from various angles, from production to enjoyment, it became an experience unique to Umenoyado Shuzo, creating a new sake culture.
Decision on Label Design and Naming
To embody the direction of sake decided in Day1 of the "Wakuwaku Sake Experience Lab," six product names and label design proposals were announced in the online community "Umenoyado KURABU."
① To the foot of Mt. Katsuragi, with respect
② Hagoromo of Nara
③ KURABU13
④ KURABU Co-creation Song
⑤ Lightly, softly
⑥ The case where, after meeting with all the fans, Umenoyado Shuzo unexpectedly completed the strongest "exciting" 13% Junmai Ginjo
From February 18 (Wednesday) to March 2026