#Japan #Tokyo #Isetan Shinjuku #Non-Alcohol #Alto-Alco

First Ever Non-Alcohol Popup at Isetan Shinjuku

This Christmas season, the renowned Isetan Shinjuku department store will host its inaugural non-alcohol pop-up event, presented by Alto-Alco. From December 17 (Wednesday) to December 25 (Thursday), this unique popup will take place at the Chef’s Selection promotion area on the basement floor. The aim is to offer high-quality non-alcoholic alternatives for the growing number of individuals who abstain from alcohol, allowing them to celebrate the festive season without compromise.

The Background of the Popup

With more than half of the adult population choosing not to consume alcohol today, there is a rising demand for premium non-alcoholic options, particularly during festive occasions. The collaboration came about after a conversation with Isetan Shinjuku’s management, who expressed their desire to provide customers with the opportunity to enjoy delightful non-alcoholic beverages during Christmas. This trend highlights the shift in consumer preferences towards inclusive drinking experiences.

Featured Brands

TEMPERA

TEMPERA makes its debut in Japan, emerging from the creative genius of Chef Mauro Colagreco, who has been awarded the title of the world's best chef. This French wine alternative is crafted from a careful selection of flowers, spices, herbs, and fruits, emphasizing quality in every bottle. Please note that there will be a limited quantity for sale, ensuring exclusivity.

NON

Originating from Melbourne, NON has rapidly gained recognition in fine dining establishments across major cities like London, New York, and Tokyo. Its innovative approach of infusing juices for wine with herbs, spices, and fruits creates a complex flavor profile that complements various cuisines. This brand continuously pushes the boundaries of what a non-alcoholic beverage can offer.

Palette & Palate

Palette & Palate is another exciting addition to the lineup, re-launched in 2025, and produced locally. Developed with the collaboration of acclaimed sommeliers, award-winning chefs, and longstanding tea merchants, this wine alternative showcases a blend of expertise and creativity in the non-alcoholic space. The careful crafting process ensures that each sip delivers sophistication and flavor.

Event Details

• - Dates: December 17 (Wednesday) to December 25 (Thursday)
• - Hours: 10:00 AM to 8:00 PM
• - Location: Isetan Shinjuku, Basement Floor, Chef’s Selection Promotion Area, 3-14-1 Shinjuku, Tokyo 160-0022, Japan

About Alto-Alco

Alto-Alco positions itself as Japan's first non-alcoholic specialty company. They are committed to importing and wholesaling high-quality non-alcoholic products, offering direct-to-consumer sales through their specialized website, and consulting on non-alcoholic concepts and product development. Their unique approach to the non-alcoholic market is paving the way for innovation and accessibility in beverage options.

This popup is not just an opportunity to explore premium non-alcoholic products but also a celebration of diversity in drinking culture, encouraging everyone to join the festive cheer this Christmas season!