#Japan #Japanese Sake #Isehara #Afuri Shrine #Kikkawa Brewing

Unveiling the Afuri Sake: A Journey through Nature and Tradition

Kikkawa Brewing Co., headquartered in Isehara City, Kanagawa Prefecture, is set to launch its new sake, "Afuri Sake Kai Sendoshi," made with the sacred water of Oyama Afuri Shrine and locally sourced food rice called "Harumi". Starting November 21, 2025, visitors to the shrine can enjoy this special brew amidst the breathtaking backdrop of vibrant autumn leaves.

Sacred Water from Oyama Afuri Shrine

The relationship between Japanese sake and shrines has been profound since ancient times. Oyama Afuri Shrine is particularly noted for honoring the deity of sake, "Sakatoke no Kami." For the first time, Kikkawa Brewing has utilized the shrine’s "sacred water" as the brewing water for the yeast starter, known as "shubo," in their latest product. The aim is to create a one-of-a-kind taste that encapsulates the essence of Mt. Oyama’s spiritual water.

Collaboration on the naming and historical research for this series has involved significant input from the shrine’s chief priest, Mr. Hitoshi Meguro, and the Oyama Sendoshi Association.

Innovating with Local Ingredients

This new sake is crafted entirely from Isseihara's food rice "Harumi," milled to a 50% ratio, making it a Junmai Daiginjo style. Kikkawa Brewing thrives on its mission to produce delicious sake from any rice variety. Recently, they received accolades at the prestigious Kura Master 2025 competition in France, where another product—"Kikuyu Karakuchi Junmai," made from food rice—was awarded first place in the Junmai low milling category.

The brewing technique employed here is a traditional method dating back to the Muromachi period called "Mizumoto." This method predates "Kimoto" and connects to historical figures like Ota Dokan, who thrived during the era. One can enjoy the sake while contemplating the past and its historical significance.

Emphasizing Historical Heritage

The term "Sendoshi" refers to those called "Goshi" during the Edo period, individuals who ran lodges and guided visitors to Mt. Oyama, facilitating their journeys to the shrine. In the Meiji era, they were renamed, continuing to support the pilgrimage to Oyama Afuri Shrine. The Oyama Kou was an organization formed for community members and peers to visit the shrine. Its renowned pilgrimage event, known as "Oyama Maeri," seen thousands flocking to the mountain, emphasizing the mix of faith and leisure that defines the experience even today.

Unique Bottle Design

The sake’s design is also noteworthy. Recognized for its user-friendly bottle size—capable of fitting into a refrigerator door pocket—this design has won awards for excellence in glass design and good design recognition.

The Label Artwork

The label of the Afuri Sake features the word "Afuri" as a hidden art element. As part of an original project by SakeBase, this offering is the second of a series intended to celebrate the concept of "One Cup, One Meeting". Every year, the label’s design changes to reflect the journey of summit climbing, mirroring the historical sendoshi and their experiences in guiding temple visitors.

Designed by Ryota Okamura of ICHIRAKU STUDIO, known for works influenced by both ukiyo-e and retro American comics, this label serves as a bridge between the traditional history of the sendoshi and contemporary pop culture.

Product Details

• - Product Name: Afuri Sake Kai Sendoshi
• - Style: Junmai Daiginjo, Mizumoto brewed
• - Rice Used: 100% Harumi from Isehara
• - Milling Ratio: 50%
• - Available Locations: Oyama Afuri Shrine, "Sekison"
• - Launch Date: November 21, 2025, coinciding with the start of autumn foliage events
• - Contact: Kikkawa Brewing at 0463-95-3071

Purchase Information

• - SakeBase (special site)
• - Isei Go Hon Ten
• - Rajyoumon
• - Kikkawa Brewing Store

About Kikkawa Brewing

Established in 1912, Kikkawa Brewing is situated at the foothills of Mt. Oyama, historically known as Afuri-yama. Known for their meticulous brewing methods inspired by the philosophy of Dr. Shinsaku Sugiyama, Kikkawa has maintained a commitment to quality, especially with their "Kikuyu" brand. Despite challenges posed by the pandemic, the brewery underwent a transformation in 2020 by becoming a part of the Shimada Group, which enabled a renewed journey, even launching the Afuri name in 2021.

Combining tradition and innovation, Kikkawa Brewing continues to craft groundbreaking sake that transcends conventional boundaries.

Shimada Group Overview

Founded in 1952, Shimada Group began as a rice milling business and has diversified into various sectors, including food and beverage, real estate, construction, and more. By focusing on delivering "great moments" in life through their business, Shimada Group expands its impact on customer life experiences.

For more information and to explore the experience of enjoying Afuri Sake and its delightful offerings, visit Shimada Group Official Site.