Reviving Japanese Sake Culture: Naorai's New Project in Nagano

In an exciting venture for Japanese sake enthusiasts and local culture advocates, Naorai is taking significant strides to rejuvenate the sake brewing industry while establishing a new distillation facility in Nagano. Scheduled to open in summer 2026, this project will leverage the unique characteristics of Nagano’s local sake, supported by a crowdfunding initiative beginning on February 19.

Introducing Jochu: The Third Type of Japanese Sake

Naorai is internationally recognized for its proprietary low-temperature distillation process, known as 'Low-Temp Joumon™', aimed at producing a new type of sake known as 'Jochu'. This innovative approach allows them to distill traditional sake, creating a beverage that embodies the essence of Japanese sake while offering something entirely new—a spirit with the aroma and richness of sake yet with the clarity akin to distilled alcoholic beverages.

Naorai’s upcoming facility, named NAGANO Naorai Jochu Distillery (tentative), will be located near the famous Zenkoji Temple, utilizing an existing structure to construct a small-scale distillery spanning approximately 115 square meters. This initiative aims to capitalize on local ingredients, thereby enhancing the regional terroir and promoting local agricultural products.

A Community-Driven Fundraising Effort

The crowdfunding effort, part of a government-supported initiative in Nagano City, aims to gather donations to purchase necessary distillation equipment. The project not only seeks to produce Jochu for sale starting in 2026 but also strives to strengthen community bonds through the revitalization of local culture and economy. Individual contributions will begin accepting donations on February 13, 2026, with a goal of 1,000,000 yen, while corporate donations will start on February 19, aiming for 4,000,000 yen. In appreciation, donors will receive samples of Jochu and regular project reports.

Responding to Market Changes

The sake industry in Japan has faced significant challenges over the past two decades, with around 40% of breweries vanishing due to a shortage of successors and changing consumer preferences. In a region like Nagano, which boasts the second-highest number of sake breweries in Japan, the impact of this decline is profound. To counteract this, Naorai's Jochu initiative aims to create new pathways for local sake producers, foster new relationships with farmers, and promote the rich fermentation culture that has long been part of Nagano.

Vision for the Future

Naorai’s co-founders, Koichiro Miyake and Yoshio Kimura, express their dedication to not only reviving traditional craftsmanship but also tailoring new flavors that highlight Nagano's unique offerings. As Miyake explains, the distillery represents a bridge for local culture, aiming to educate future generations about Nagano's brewing heritage while expanding its reach beyond domestic borders. “We are proud to cultivate Jochu here in Nagano, supporting the local economy and connecting our storied past with a dynamic future,” says Miyake.

Kimura adds,