Located along the west coast of the Sea of Japan, Niigata Prefecture is a land of pristine nature famous for its picturesque landscapes and rich culinary culture. It produces a wonderful variety of local specialties, such as premium rice and some of the finest sake in all of Japan. In fact, this prefecture is home to about 90 breweries, all of which aim to craft the best sake to satisfy enthusiasts worldwide. Naturally blessed with conditions perfect for sake production, Niigata sake’s uniqueness comes from its smoothness and refreshing taste — making it a drink all sake lovers should try at least once.

 

If you want to experience Niigata’s deep-rooted sake culture and get a taste of this drink, here are four fun activities you must try!

1. Go on a sake brewery tour at Imayo Tsukasa Sake Brewery

 

©️Imayo Tsukasa

 

Just a short bus ride from the bustling JR Niigata Station stands Imayo Tsukasa Sake Brewery, a long-established sake brewery, with a history tracing back to 1767, housed in a 120-year-old historical building. Staying true to its traditions while embracing new concepts, the brewery produces an exquisite range of junmai or “pure rice” sake (with the exception of one) made using 100% high-quality Niigata rice and pristine water from Mount Suganatake.

 

Visitors can take part in the sake brewery tour to learn more about the sake-making process and the history of the local area. There is also a small exhibit of historical memorabilia on display and a cool photo opportunity in traditional Japanese brewer outfits. The guided tour lasts around 30 minutes, and following the tour, it’s time for some sake tasting!

 

©️Imayo Tsukasa

 

There are two options visitors can choose from for sake tasting. Opting for the premium tasting experience (JPY1000/adult) allows you to savor more than 10 varieties of excellent sake. There is also a free tasting option that allows you to sample one seasonal sake and two non-alcoholic amazake (sweet fermented rice drink).

 

Before you leave, be sure to check out the sake shop that was renovated to reflect the theme of the old brewery for some sake, sweets, and souvenir shopping.

 

 

2. Visit the experiential Gokaibishi Sake Brewery Resort

 

©GOKAIBISHI

 

More than just a brewery, Gokaibishi Sake Brewery Resort is a new immersive sensory experience that opened its doors in April 2022. It used to be an old sake brewery with roots dating back to the Edo Period and was refurbished recently with the idea of fusing the old and new cultures. Conveniently situated near the JR Shibata Station, this one-stop facility lets you discover the world of sake through fun exhibits and interactive experiences. 

 

Here in Gokaibishi, you can experience unique events such as the “kagami-biraki” sake barrel opening ceremony, and check out various historical exhibits that tell the stories of Shibata Castle Town’s flourishing past. 

 

©GOKAIBISHI

 

The highlight would be the exciting projection mapping light show installed in an open warehouse area. Through impressive light art, you get to learn about the historical background of rice cultivation in Shibata City and the evolution of sake breweries, elevating the sake-tasting experience that follows.

 

To complete the experience, take home some souvenirs from the specialty shop that stocks sake from four breweries in Shibata City and breweries in Niigata Prefecture, along with selected local food products and other souvenirs as well.

 

Tip: While Gokaibishi already has a lot of areas and activities to explore, you can also visit Suwa Shrine and Shimizu Garden, both of which are easily accessible from Gokaibishi, to make the most out of your trip.

 

 

3. Enjoy a ride on the Koshino Shu*Kura, a sake-themed train

 

©EAST JAPAN RAILWAY COMPANY

 

Train rides are a great way to take in the sights, but it’s even more exceptional when the views are accompanied by enjoyable sips of Niigata’s famed sake. The Koshino Shu*Kura sightseeing train, one of several “Joyful Trains” by JR-East (East Japan Railway Company), is a concept train created for sake lovers that offers this specific experience.

 

Traveling past idyllic countryside and stunning coastal scenery, this 2.5 to 3 hour train journey is more about the experience itself rather than the destination. Inside the cozy train cabins, large windows open up to mesmerizing views, while passengers savor a delectable selection of local sake sourced from various breweries across Niigata. 

 

 

©EAST JAPAN RAILWAY COMPANY.

 

The train has three cars that offer various experiences, and Car No. 2 is where you can find the sake tasting corner. In collaboration with Kiminoi Shuzou, Koshino Shu*Kura also sells an original daiginjo-sake brew that you can only get on the train. For those who are feeling peckish, bento boxes and a tasty selection of local snacks are also available to complement your drinks.

 

Tip: If you want to enjoy more of the sights along the ride, the train will stop for a few minutes at Omigawa Station. You can get off the train to soak in the scenery and let the refreshing sea breeze soothe your mind. This station is famous for being one of the closest stations to the sea in all of Japan and is worth some time exploring.

 

 

4. Discover more than 100 types of sake at Ponshukan 

 

Sake aficionados will fall head over heels at Ponshukan, a specialty food store in Niigata. It is like a theme park for adults, where one can indulge in great-tasting sake sourced from local Niigata breweries and purchase sake-related products.

 

Ponshukan has five easily accessible branches located inside JR Stations in Niigata: Niigata Station, Nagaoka Station, and Echigo-Yuzawa Station.

 

Each of three stores — the Niigata main store, Nagaoka store, and Echigo-Yuzawa store — features a sake-tasting corner where you can take your pick from an extensive selection of sake from all of Niigata’s 86 breweries. With only JPY500, you’ll be able to get a sake cup and five special coins you can use on the sake-tasting machine. With these coins, you’ll be able to taste up to five kinds of sake — or, you could also use multiple coins to try premium flavors!

 

 

At the Niigata and Echigo-Yuzawa outlets, one can get giant onigiri rice balls made from Niigata’s finest koshihikari rice to satisfy your hunger pangs. Aside from sake, snacks, and sweets, you can also find sake vessels that will make your drinks more delicious and enjoyable in the store. For weary travelers, there is even a sake-infused bath at the Echigo-Yuzawa shop to soak away your stress.

 

Bringing together the best of Niigata’s cuisine and culture in one welcoming space, Ponshukan offers a memorable experience for both tourists and locals alike.

 

 

Include these wonderful sake activities in your Niigata itinerary and discover the incredible depth of Japanese sake!

 

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