SAKE SHOT launches in Hakuba with 50ml bottles for first time sake drinkers

Yamaai Crew Inc., a hospitality operator based in Nagano Prefecture, launched a new sake series titled “SAKE SHOT” on 22 December 2025. Developed in collaboration with the historic Ichinoya Brewery, the product features 50ml single-serving glass bottles designed to introduce Japanese sake to international tourists. The series is available at UNPLAN Village Hakuba and other UNPLAN hostel locations across Japan, including Shinjuku, Kagurazaka, and Fukuoka.

While Hakuba is a premier global snow resort with a vibrant ski culture, international visitors often hesitate to order sake. Common barriers include the large serving sizes of traditional bottles and a lack of familiarity with different flavour profiles. SAKE SHOT aims to lower this entry barrier by offering a portable, “one-bite” experience that fits the casual atmosphere of bars, pubs, and live music events.

The product lineup consists of four varieties. The “Plain” version is a Junmai Daiginjo made from Kinmon Nishiki rice polished to 39%, offering a fruity aroma and creamy texture. Three fruit-flavoured liqueurs use 100% Japanese ingredients: Yuzu from Hagi, Yamaguchi Prefecture; a blend of Shinano Lip and Fuji apples from Nagano; and Lisbon lemons from Saga Prefecture. These flavoured options are designed to be accessible for those trying sake for the first time.

Ichinoya, founded in 1865, maintains traditional brewing standards for the series. The brewery continues to perform all stages of production by hand, from rice washing to the creation of koji and the three-stage fermentation process. The brewery utilises local Nagano water and sake-quality rice. Notably, the brewery employs the “Kimoto” method, a traditional technique established in the Edo period that relies on natural lactic acid bacteria. This method is now used in less than 1% of sake currently on the market due to the intensive labour and time required.

By modernising the presentation of a traditional craft, the collaboration seeks to revitalise regional heritage while catering to modern tourism demands. Yamaai Crew plans to expand the availability of SAKE SHOT to restaurants and souvenir shops throughout the Hakuba area to further integrate the product into the regional economy.