酒蔵ツーリズム事業案内
Sake Brewery Tourism
Business Guide

Agency for Cultural Affairs, Government of Japan

Journey to discoverfine Japanese sake

日本酒蔵ツーリズム推進協議会

Japan Council for Promotion of Sake Brewery Tourism

JAPAN TRAVEL AND TOURISM ASSOCIATION（Japan Council for Promotion of Sake Brewery Tourism）
ADD
M AIL
URL

6th Floor, Toranomon 3-chome Building,3-1-1
Toranomon, Minato-ku, Tokyo 105-0001 Japansakagura@nihon-kankou.or.jp
https://sakefan-tourism.com/

Japan Council for Promotion ofSake Brewery Tourism
日本酒蔵ツーリズム推進協議会

What isSake Brewery Tourism ？

Sake breweries are scattered all throughout Japan.
Each glass of sake is a story,
and every brewery a microcosm of the larger story of Japan.
Sake Brewery Tourism is about getting closer to the source.
That means closer to the people that make sake possible.

To explore sake means to explore not only the beverage,
but the local cuisine and traditions that have been
inseparable from sake for generations.

Koji making (seikiku) influences
the taste of sake.
Koji is essential for the brewing of Japanese sake because it promotes the fermentation of sake rice, while
also adding body and a savory taste. The process ofmaking koji is called seikiku. Koji mold is added to
steamed sake rice and allowed to grow. Temperature
control is the most important part. Sake brewery

Welcome to theSake Brewery Tourism Experience

workers knead and mix the steamed rice to maintainjust the right temperature (a process called tokomomi);
after the mold grows and creates heat, the workers
lower the temperature (a process called kirikaeshi).
These processes are carefully repeated for about 48
hours. The quality of the koji determines the quality ofJapan Council for Promotion of Sake Brewery Tourism※酒蔵ツーリズムは佐賀県鹿島市の登録商標です。

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the Japanese sake, which is why sake brewery workers put a lot of effort into making the koji.

Journey to discoverfine Japanese sake2

Japan Council for Promotion ofSake Brewery Tourism■ Promotion program
Exhibition at a trade show

Promotion program diagram

Municipality
SupportCollaboration with the foodindustry

Tourism
association/
DMO

SupportSake makers’
association◆Creation of◆Collaboration

tour productswith the foodindustry

Pa i r i n g J a p a n e s esake with local cuisines and cuisinesfrom around theworld, as well as
collaboration withf o o d to u r i s m a n dgastronomy tourism

Regional
cuisine1To contribute to the improvement of awarenessand value of alcohol beverages made in Japan(Japanese sake, shochu, awamori, wine, beer,etc.) through the promotion of sake brewery tourism.
2To achieve regional revitalization by utilizing
alcohol beverages as tourism resources andsupporting the promotion of tourism and economic
development of sake breweries and areas
surrounding them.

SakebreweryFestival/
event

Nature/scenicspot

Historic
sites
Hot
springShrine/templeImprovement of secondary traffic andcreation of special train tickets

Marketexpansion◆Measures

Dissemination of
information

Human resources
development

Development of travel
guide tools for inboundtourists and the manualo n h ow to d e a l w i t h
t h e m , wo r k s h o p s l i censed guide interpreters, holding of seminars
o n h ow to d e a l w i t hinbound tourists

Attraction of
inbound tourists

infrastructuredevelopment

We aim to promote sake brewery tourism so that it continuously creates an
economic ripple effect on the entire region and leads to regional revitalization.

Outline | Japan Council for Promotion of Sake Brewery Tourism■ Workshop program
Tool to standardize a system to receive foreigners

Scope of program［Program 1］Workshop program⇒ Go to p. 5

1Workshops on sake brewery tourism for licensed guideinterpreters, participants in the tourism industry, andcouncil members
2Development of the tool to standardize a system to receive
foreign nationals (English version and Chinese version)［Program 2］Promotion program⇒ Go to p. 7

1Gathering of information related to sake breweries
and operation and update of the website◆D issemination of information through the official

website and SNS

information

to deal with
inbound tourists

collaboration with regions3

Purpose of the establishment of
the council◆Dissemination of◆Strengthening ofRegional
development

Japan Travel
and Tourism
Association■C ouncil’s voluntary program
Regional development in collaboration with DMO

2Exhibition at 2 trade shows

Goals to achieve◆Have a display booth at Japanese Sake Fair (organizedby the Japan Sake and Shochu Makers Association)●To be able to promote the attraction of domestic
and inbound tourists to the region by increasingawareness and the value of alcohol beverages
made in Japan and introducing the charms of theregion.
●To be able to continuously create an economic
ripple effect on the entire region and contributeto regional revitalization by increasing the tourism
competitiveness of the region through collaboration between sake breweries and other tourism
resources and food.
●To make sake brewery tourism recognized as
beneficial for all stakeholders in the region.
●To develop and improve a system to receive domestic and foreign tourists and to sell sake brewery tourism products on a daily basis.

◆Have a booth at Tourism EXPO Japan (organized by theJapan Travel and Tourism Association, JATA and JNTO)
and holding seminars for overseas media agents andbusiness matching events with overseas media agents［Program 3］Council’s voluntary program⇒ Go to p. 9

1Mutual interaction between members and the provisionof opportunities for information exchange
2Strengthening of collaboration with the food industry （Pairing Japanese sake with local cuisines and cuisinesfrom around the world, as well as collaboration with foodtourism and gastronomy tourism）

3Support of the creation of tour products in collaboration
with the region and DMO and the promotional activities
directed at international tourists
4Advisory service on sake brewery tourism* In addition, the sake/food culture tourism model program is implemented aspart of the voluntary program of the Japan Travel and Tourism Association.

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事例 / CASE［Program 1］Workshop program“Interview”

Description of sake brewery tourism efforts across the country

Workshop on sake brewery tourism

We interviewed the person in charge of the Higashihiroshima
City government that held the workshop for travel agencies in
Higashihiroshima.
Opportunity for Tourism Promotion in
Higashihiroshima City

In order to promote sake brewery tourism as a means of regional branding andthemed tourism, the council sponsors
workshops where business operators related to tourism and sake making can exchange information while discussing sakebrewing study cases and the characteristics of sake in different regions.
A visit to Saijo Sakagura-dori Tourist Information Center

Share Study Cases and Information on Sake Brewery
Tourism as a New Means of Regional Revitalization
There are many diverse tourism resources available in Japan. Regional branding is important in the discovery and sophistication of these
tourism resources to promote the development of attractive tourism
regions. In addition, with the increasing number of both domestic andinbound tourists visiting Japan, there is a growing demand for morethemed tourism destinations with more story-like content.
The council, which promotes sake brewery tourism as a meansof regional branding and themed tourism, sponsors workshops
where business operators related to tourism and sake making can
exchange information while discussing sake brewing study cases

and the characteristics of sake in different regions. The council
provides this workshop so that sake brewery tourism-themed
tourism products can be created after those workshops, as well as
increasing the number of tourists and the amount of money spent
on tourism and alcoholic beverages.
In the workshops in Higashihiroshima City, participants visit local
sake breweries, and many participants have said they would consider creating products based on those breweries. The workshops
give sake making-related business operators the opportunity toshare cases of sake brewery tourism, and such opportunities are
expected to lead to the development of a system to receive tourists
and expand sales channels.

In cooperation with the Japan Council for Promotion of Sake
Brewery Tourism, we conducted a workshop program for travel
agencies in Higashihiroshima City, where the sake town of Saijo islocated, with the aim of supporting the reconstruction of areas inHiroshima that were severely affected by the heavy rains in western Japan in July 2018.
The workshop consisted of a review of sake breweries, which are
the core attractions, as well as reviewing the variety of tourism
resources in the area to discover new, attractive features basedon the Higashihiroshima City Comprehensive Tourism Strategy. In
addition, we sought cooperation from the Hiroshima Prefectural
Tourism Federation and other commerce and industry associationsin Higashihiroshima City. We invited their members to participate
in the presentation on the day of the workshop with the goal of
creating products at travel agencies.
On the day of the workshop, 23 people participated, including
guests, staff members from travel agencies, and members of themedia. I believe we held a successful, meaningful workshop forkey members of companies and organizations.

Over 60% of Travel Agencies Intend to Create
Products
The visit to the Jokamachi Festival and the presentation session
were meaningful because we were able to share with participants
the new attractive features of Higashihiroshima City. Though Saijo
is considered one of Japan’s three major sake brewing areas,

along with Nada and Fushimi, tourism resources other than sakeare not being recognized, which is one of the reasons tour products have not been created. We were able to introduce a variety ofthe tourism resources found in Saijo and the surrounding areas, so
the possibilities for new product creation have been expanded. At
the same time, I think we must further improve sake brewery tourism to attract domestic and overseas tourists to Higashihiroshima
City and Saijo.
The workshop was meaningful because we heard opinions fromtravel agencies and the media, confirming the problems facing
Higashihiroshima City as a tourist destination, in addition to sharing ideas for further development from an objective perspective.
One opinion was that extended-stay products could be developed
according to specific purposes; consequently, it gave the city a
new sense of hope. As over 60% of the travel agencies intend tocreate products, we think it would significantly drive the full-scale
tourism promotion of Higashihiroshima City.
In this workshop, we were able to determine where Higashihiroshima City stands as a tourist destination and what efforts are necessary. In addition,
I think it was more
wo r t hw hile t ha nregular study tours
because changes
in the awarenessof tourism businesso per a t o r s in t hecity were promotedt o dr i ve t o ur ism
promotion.
A volunteer guide giving a tour of Saijo Sakagura-dori《Examples of the workshop program》■ 3/2/2019, Higashihiroshima

Workshop for travel agencies “Enhance the attractiveness of
Higashihiroshima and disseminate information”【Participants】Travel agencies■ 9/20/2019, Tokyo

The first sake brewery tourism workshop “Discover the sake ofa prefecture known for good sake, Yamagata”【Participants】Tourism-related business operators, sake making-related business
operators, licensed guide interpreters■ 10/24/2019/, Osaka

Tourism Expo Japan Professional Seminar【Participants】Tourism-related business operators■ 2/9/2020/, Tokyo

The second sake brewery tourism workshop “Discover the sake of Tokyo”【Participants】Tourism-related business operators, sake making-related business
operators, the general public

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Case | Program 1. Workshop Program《Overview of the workshop for travel agencies in Higashihiroshima》■ Date and Time：March 2, 2019 (Sat) 11:00-16:30■ Location：Higashihiroshima City, Hiroshima

Higashi Hiroshima Arts and Culture Hall Kurara■ Details ：Workshop for travel agency staff members in charge of product creation
●Visit to Jokamachi Festival Spring 2019 in Saijo● Briefing on the sake brewery tourism program● Introduction of tourist destinations in Hiroshima● Presentation on tourism in Higashihiroshima City
■ Number of participants：Fourteen travel agency staff members in charge of product creation,
four members of the media, four guest transport industry officials,
one Hiroshima prefectural government official, five members of theHiroshima Prefectural Tourism Federation, eight Higashihiroshima City
government officials, six members of Higashihiroshima City-relatedorganizations, and four members of the Japan Travel and Tourism
Association (46 in total)

Trip

Touring Sake Breweries in Higashihiroshima City

Higashihiroshima City is located almost in the center of Hiroshima Prefecture, extending north and south with Saijo atthe center. Saijo Sakagura-dori is a street that extends east and west with seven sake breweries located within 1 km ofeach other and has an impressive landscape with 12 red brick chimneys and walls characterized by a white grid pattern
on black slate. Akitsu, a town called the “Hometown of the chief sake brewers,” is located in the southern part of thecity. The town is the birthplace of Senzaburo Miura, who developed the brewing method from which ginjo-shu originated,
and where traditional techniques have been passed down. Located to the north of the city, the rich natural environment
provides sake rice and water and supports sake making.
【Sake breweries in Higashihiroshima City】
Kamotsuru Sake Brewing Co., Ltd.; Fukubijin-syuzo Inc.; Hakubotan Shuzo Co., Ltd.; Saijotsuru Co., Ltd.;
Kirei Shuzo Co., Ltd.; Kamoizumi Shuzou & Co., Ltd.; Sanyotsuru Brewery Inc.; Kanemitsu Shuzo & Co., Ltd.;Imada Sake Brewery Co., Ltd.; Tsuka Shuzo Co., Ltd.

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事例 / CASE［Program 2］Promotion program“Interview”

Dissemination of information on sake brewery tourism

Sponsoring a booth at a promotional event

We interviewed Tomoya Tomimura from the Okinawa Awamori
Distillers Association, who participated in the Food Culture andSake Brewery Tourism Area.
PR booth of the Okinawa Awamori Distillers Association

In order to explain the attractiviness of sake brewery tourism
to people at home and abroad,we compile information on sakebreweries from different sources
and provide that information via
the Internet, social media, andat trade shows. At Tourism Expo
Japan, one of the largest tourism
events in Japan, we promotelarge scale sake brewery tourism
to Japanese and overseas business operators related to tourism, as well as ordinary visitors.

Okinawa is comprised of many islands, which makes it distinctly
different from other prefectures. Each island has its own culture
and history of awamori and sake breweries. We want people toknow and enjoy awamori and sake breweries as part of life oneach island, instead of thinking of it all as just awamori. The association intends to promote tourism by taking advantage of theunique features of each island. For example, there will be trips for
two adults to the southern part of the main island or a girls’ trip tothe central part. Awamori and sake breweries will be one of thecore attractions on the trip as we create tours where tourists canlearn of the history and association with local food. Having a sakebrewery tourism booth at the expo is beneficial because it allows
us to promote awamori and tourism resources while we gather
information to make sake brewery tourism a reality.
Telling buyers from overseas travel agencies about awamori

Promoting sake brewery tourism throughpromotional activities
We had a booth in the Food Culture and Sake Brewery Tourism
Area at Tourism Expo Japan, one of the largest tourism events inJapan, to promote sake brewery tourism to Japanese and overseas business operators related to tourism, as well as ordinary
visitors.
On the days the event was open to members of the industry andthe press, we provided information to Japanese and overseas
tourism business operators and members of the press throughbusiness discussions and seminars while inviting members of theinternational press to our booth. Since we found organizations to
do business with in the business discussions, we have achieved
concrete results in attracting tourists.
On the days the event was open to the public, we featured sakefrom each region by holding tasting sessions and presentation
events, while sharing information on sake brewery tourism using
panels and brochures at the booth. Over 7,000 people visited the
Food Culture and Sake Brewery Tourism Area over the course of
two days. Participating organizations were able to appeal to many
visitors and determined the effectiveness of the event.
We summarized tourism information about the areas surrounding
the sake breweries and developed recommended routes while
creating panels and brochures to prepare the regions that we
promoted at our booth to accept the basic tools and data. In addition, corresponding efforts to coordinate with local governments,
tourism associations, sake brewing companies, and transportation

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Case | Program 2. Promotion program

Sake brewery tourism booth

I want people to enjoy awamori and its association
with regional history and culturecompanies in each region enable the strengthening of intra-regional collaboration and consensus building, which is important inpromoting sake brewery tourism.
Having a booth at the expo not only promotes sake brewery tourism but also boosts tourism demand and the creation of tour products, improves the awareness of local sake and tourism resources,and develops and enhances a regional system to receive tourists
through collaboration, which are the aims of this council, and contributes to the promotion of sake brewery tourism in the regions
we promote at our booth.
《Outline of Tourism Expo Japan 2019》■ Period：October 24–27, 2019

■ Location ：Intex Osaka■ Sponsored by：The Japan Travel and Tourism Association
The Japan Association of Travel AgentsThe Japan National Tourism Organization (JNTO)■ Number of participating organizations：1,475 companies and organizations from 100 countries and regions■ Number of visitors：151,099 (four days)■ Organizations participating in the Food Culture and Sake

Brewery Tourism Area
Okinawa Awamori Distillers Association ●Higashihiroshima City
●Tango Tenshu (Kyoto by the Sea)
●Japan Food Tourism Association●Town of Yuasa, Wakayama●

Promote new ways of enjoying awamori andits diversity
We still plan to create tour
products, so we introduced
ways to enjoy awamori andits diversity at the current
Tourism Expo. We let visitors
sample it with candied wintermelon (togan-zuke), which is
how the kings of the Ryukyu

Kingdom enjoyed awamori. Visitors enjoyed the pairing of awamoricontaining 30% ABV and candied winter melon. Although it is notwell known, awamori pairs well with sweet foods. With this knowledge, you can find new ways to enjoy awamori by pairing it withchocolate and dried fruit. When chocolate lovers meet awamori,the consumer base will expand.
We also introduced a variety of different awamori-based drinks.
Though people see awamori as a high ABV alcoholic beverage,
there are also awamori-based liqueurs, botanical gin, and varietiesthat taste like barrel-aged whiskey. We promoted awamori varieties to over 7,000 visitors, which I think is the added value that
only Tourism Expos can give.
Other benefits of the Tourism Expo include information exchanges
on collaboration with other industries and new efforts by otherorganizations. Our goal is to allow people to drink awamori in
Okinawa in their daily life. I think information on the efforts ofother organizations at Tourism Expo, where
Japanese and overseas tourism business operators were gathered, will serve as the firststep in promoting awamori in a new way.

Presentation on tourism to consumers

Trip

Touring Sake Breweries in Okinawa

Awamori is an alcoholic beverage produced only in Okinawa, where the distilling technique came from a remote continent with a history of over 600 years. The origin may seem overwhelming, but for Okinawans, it’s
their best friend. Awamori’s intriguing qualities include the regional taste and flavor differences. Subtropicalbreezes, the slow passage of time, and the unique regional atmosphere dissolve slowly into awamori anddistillers work to make it taste good.
【Participating breweries from Okinawa】
Izena Distillery, L.P.; Iheya Distillery; Onna Distillery, L.P.; Sakiyama Shuzo Sho, Kinsyuzo, Ltd.; Nakijin Distillery, Ltd.; Yanbaru Distillery, Inc.;
Yamakawa Distillery, Ltd.; Helios Distillery Co., Ltd.; Ryusen Distillery Co., Ltd.; Tsukayama Distillery, L.P.; Shinzato Shuzo Co., Ltd.; Kamimura Shuzo, Ltd.;Higa Shuzo Co., Ltd.;Chatan Choro Distillery Co., Ltd.; Ryukyu Awamori Kusu No Sato Cooperatives; Ishikawa Shuzojo Co., Ltd.; Uehara Distillery Co., Ltd.;
Masahiro Shuzo Co., Ltd.; MiyazatoDistillery; Kumesen Distillery Co., Ltd.; Tsuhako Distillery Co., Ltd.; Zuisen Distillery Co., Ltd.;Shikina Shuzo, Ltd.;
Sakimoto Distillery Co., Ltd.; Mizuhoshuzo Co., Ltd.; Okinawa Distillery Cooperative Association; Kamiya Shuzojo; Chuko Awamori Distillery Co., Ltd.;
Tokuyama Distillery Co., Ltd.; Miyanohana Co., Ltd.;Taragawa Co., Ltd.; Okinohikari Distillery, L.P.; Ikema Distillery, Ltd.; Kikunotsuyu Distillery Co., Ltd.;
Nakama Distillery, Seifuku Distillery; Ltd., Yaesen Distillery; Ltd., Tamanaha Distillery Co.; Ltd.; Takamine Distillery, Ltd.; Ikehara Shuzo Co., Ltd.; Hateruma Distillery;
Kokusen Awamori, G.P.; Sakimoto Shuzosho G.P.; Irinamihira Distillery Co., Ltd.; Kumejima’s Kumesen Co., Ltd.; Yoneshima Distillery Co., Ltd.

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事例 / CASE［Program 3］Council’s voluntary program“Interview”

The use of sake and foods to show people how attractive the region is

Development of model regions incollaboration with DMOs

We interviewed Toyohiro Furuta from the Tango Sake Brewery
Tourism Steering Committee, an organization that participates in
Kyoto by the Sea’s efforts to develop tourist destinations.
Tango is said to have introduced sake to Ise Grand Shrine and is thus called “the origin of sacred sake (omiki).”Sake Brewery Tourism for Regional Development

The development of tourist destinations requires the management of tourism resource expansion and continual program
promotion by DMOs. The Japan Travel and Tourism Association contributes to the development of tourist destinations
across Japan by supporting the efforts of DMOs, facilitating
the bottom-up promotion of tourist destinations, and making
these developments a model case for other regions.
Enjoying good sake made in Tango during a sake brewery tour

Development of Tourist Destinations by DMOs
Tourism businesses use sake breweries as tourism resources, andsake brewing-related business operators use tourism to promotesales. We expect that successful collaboration between tourism
business operators and breweries, that is, model cases, will raiseinterest and build momentum toward promoting sake brewery
tourism.
Japan’s food culture has a strong appeal for foreign tourists visiting Japan, and as a tourism resource that exists throughout Japan,
it should be utilized more. Promotions that combine food and sakecan stimulate potential demand. In addition, the expectation is that
we can increase the number of foreign tourists visiting the region
and increase visitor satisfaction by facilitating the promotion of theregion and combining it with the use of tourism resources, such asother industrial cultures and nature experiences.
Business operators and producers need to collaborate in developing a system for receiving tourists and to work on unified branding.
DMOs and other organizations responsible for the development of
tourist destinations are expected to take the initiative in managing
tourism resource development and continuously promoting the
program.
Thus, the Japan Travel and Tourism Association is working on a
program that will contribute to the development of tourist destinations across Japan by supporting the advanced efforts of the
DMOs as model cases for other regions.

Use of Sake and Food to Let People Know “Kyoto by the Sea”
The theme of the DMO establishment support program is regional

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Case | Program 3. Council’s voluntary program

promotion using Japan’s food culture. As a result of nationwide
open recruitment, it was decided to implement a model program
in cooperation with (General Incorporation Association) Kyoto Prefecture Northern Region Alliances Corporation (Kyoto by the Sea
DMO). “Kyoto by the Sea” is a group of five cities and two towns in
the northern part of Kyoto Prefecture (Fukuchiyama City, Maizuru
City, Ayabe City, Miyazu City, Kyotango City, Ine Town, and Yosanotown) that are working together to promote tourism using local
sake, food, and the industrial and cultural heritage of each place.

I am a certified sake sommelier and master of sake working daily
to popularize and promote. Eight years ago, I was impressed bysake brewery tourism in Kashima City, Saga, and thought that
we could do the same in the Tango area, where there are 12 sakebreweries. The concept is the development of cities and towns that
attract people through good sake. Our aim was to develop cities
and towns where visitors could find sake breweries, Japanese
inns, and restaurants to enjoy good sake wherever they went. To
that end, we visited every business operator, explained the idea
and how we could work together on it. We organized the Tango
Tenshu Festival as the core event for the cities and towns. Though
the first festival had a little less than 300 visitors, the sixth festival in 2019 had more than 6,000 visitors, and we aim to attract
10,000 visitors by the tenth year.
Sake brewery tourism is just one of the promising attractions, andour original purpose is to promote regional development. We intend
to attract more tourists with the great resources that are Tango’sfood, nature, culture, and people. Thus, we asked members of
the Tango Sake Brewery Tourism Steering Committee, who are
passionate about regional development, to join us. In addition, we
cannot promote regional development unless there is some system《Outline of Kyoto by the Sea DMO establishment support program》■ Program to provide information and attract inbound tourists

Distribution of videos on overseas social media websites and TV,questionnaires, and booths at tourism events⇒ Promotion targeting both Japanese and foreign tourists

Human interaction is also one of thebest things about tourism

Sake brewery tour

that allows the region to make a profit. The Tango Sake Brewery
Tourism Steering Committee was established and is still run by
the private sector. We think sustainable urban development will bepossible if tourism is viable as an industry.

Development of Content in Collaboration with DMOs
We have made sure that the Kyoto by the Sea DMO understands
where we stand and that they support us. The DMO provides PR
opportunities at home and overseas as core elements for tourist
destination development. Having a booth at the Tourism Expois one such effort. We are also developing digital content as we
conduct PR activities using both Japanese and foreign media incollaboration with the Japan Travel and Tourism Association.
As it is very meaningful to have our efforts introduced to those
who focus on tourism as we do, we hope that it will become easier
to collaborate with each business operator through the council. I
hope one day that the council will take the initiative in facilitatingsake brewery promotion across Japan, regardless of the area.

■ Food/food culture branding program

Development of digital tools for foreign tourists, information on the monthly
schedule of special viewings of historical and cultural sites, as well as
goods and local specialties, the Kyoto by the Sea Food and Food Culture
Forum, and a tie-up with food-related magazines⇒ Collaboration with business operators in the region to provide branding of food
■ Program for collaboration with private companies①Kyoto by the Sea food trail (seasonal food tour) campaign②Creation of themed tourism products combining attractive food and foodculture attractions⇒ Development of programs for foreign tourists to experience sake and food

■ Wide-area collaboration program①Wide-area round trip program in collaboration with Toyooka DMO and

Wakasawan Tourism Federation (rental car round trip plan)②Promotion and marketing targeted at foreign tourists in collaboration with

Kyoto in Forests DMO and Kyoto Infused with Tea DMO⇒ Promotion through wide-area collaboration and creation of products

Trip

Touring Sake Breweries Making Tango Tenshu

Tango Tenshu is the local sake made in the Kyoto by the Sea area, the origin of sacred sake. An old document
says that Japanese sake was first made in Kyoto by the Sea and then introduced to the Ise Grand Shrine.
Kyoto by the Sea is found in the northern part of Kyoto Prefecture, and is an area that features the natural wonders of the sea, mountains, and rivers. Water from the mountains is used by the communities and flows into thesea. Water rich in minerals makes great sake and nurtures the fish. In addition, the fact that more than 50% of
the shrines in Kyoto Prefecture are located in this area, and shrines are usually built in an area with great water
quality, means that the water quality of this area has been good since ancient times. Moreover, the rice grownin this area has received the Special A rank in rice taste rankings 12 times, the most times of anywhere in western Japan, and contributes to the taste of sake.
【Sponsors of the Tango Tenshu Festival】
The Kinoshita Brewery, Ltd.; Kumano Brewing Ltd.; Shirasugi Brewery, Co., Ltd.; Yosamusume Brewery G.P.;
Taniguchi Brewery Co., Ltd.; Hakurei Brewing Co., Ltd.; Ikeda Syuzou Co., Ltd.; Wakamiya Syuzou Co., Ltd.

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