#Japan #Tokyo #Craft Beer #Organic Cotton #PRISTINE

PRISTINE Celebrates 30 Years with Unique Craft Beer Launch

In a remarkable blend of sustainability and creativity, PRISTINE, a notable brand under Avanti Co., Ltd. based in Shinjuku, Tokyo, has announced the release of its first-ever craft beer—"Watanobrew". This launch, marking the brand's 30th-anniversary celebration in September 2026, highlights the use of flower yeast derived from domestically cultivated cotton.

A New Venture into Craft Beer

From September 14, 2026, PRISTINE will introduce two distinctive flavors, White Label and Green Label, crafted to embody the essence of organic cotton cultivation. Ahead of the official release, pre-orders will begin on September 1 through the online shop, followed by a special pre-launch at PRISTINE's flagship stores in Sendagaya and Kichijoji starting September 11.

But what prompted an organic cotton brand to delve into brewing beer? The answer lies in PRISTINE's commitment to sustainable practices. Founded in 1985, PRISTINE has focused on creating a closed-loop manufacturing system that traces the journey of organic cotton from cultivation to regeneration. In 2021, they initiated the "Avanti Cotton Club," aiming to increase Japan's cotton self-sufficiency from 0% to 1% by fostering partnerships with local farmers and developing new by-products from cotton cultivation. This innovative project serves both to support farmers and to explore the full potential of their cotton resources.

Crafting Beers from Cotton

In collaboration with Takayuki Numaoka, a professor in fermentation science at Tokyo University of Agriculture, PRISTINE spent three years experimenting with cotton flower yeast. This research led to the successful extraction of living yeast suitable for brewing, using cotton blooms grown under organic practices in Tochigi Prefecture. The result is a craft beer that embodies the cyclical relationships between the land, the crops, and the fashion we wear—creating a beer that literally connects with the fiber of our everyday lives.

Experience Two Unique Flavors

Both variants of "Watanobrew" boast an impressive malt content of over 99%, delivering a rich and luxurious beer experience. PRISTINE collaborated with the "Futakobiiru" brewery in Setagaya, ensuring that each beer maximizes the unique characteristics of the yeast derived from cotton blossoms.

Watanobrew White Label

This White Ale provides a gentle aroma and sweetness, delivering a smooth and fruity aftertaste. It captures the essence of the fluffy white cotton flower, making it refreshing and perfect as an aperitif.

• - ABV: 4.0%
• - Ingredients: Malt (from the UK and Germany), hops, and Job’s tears.

Watanobrew Green Label

In contrast, the Green Label offers a Pale Ale with vibrant notes from the green cotton flower. Featuring precious, locally sourced hops from the Horiba Farm in Shiga Prefecture, it bursts with refreshing acidity and flavors reminiscent of banana and yogurt. This variant has a slightly stronger carbonation and a more distinctive personality compared to its White counterpart.

• - ABV: 4.5%
• - Ingredients: Organic malt (from France), malt, hops, and Job’s tears.

Product Details

• - Product Name: Watanobrew White Label / Green Label
• - Volume: 350ml
• - Price: ¥880 (tax included)

Sales Schedule

• - September 1, 2026: Pre-orders available on the official online shop.
• - September 11, 2026: Early release at PRISTINE's Sendagaya and Kichijoji stores.
• - September 14, 2026: General release on the brand's 30th-anniversary date.

This product, classified as "happoshu" under Japan’s liquor tax law, features a barley content exceeding 99%, making it a true craft beer reflecting PRISTINE's values.

Wholesale Opportunities

For interested businesses looking to participate in this unique narrative of sustainable production, PRISTINE welcomes inquiries for wholesale opportunities. Applications can be submitted through the dedicated wholesale request form on their website.

For more details, visit PRISTINE's official site.

In conclusion, the launch of Watanobrew represents more than just a new product; it is a testament to PRISTINE's ongoing efforts to promote sustainable and ethical practices within the textile and food industries, providing consumers with a chance to enjoy a taste of the future of cotton sustainability.