#Japan #Craft Beer #Takamatsu #Hanamaru Udon #SANUKI 870 ALE

Hanamaru Udon x Craft Beer: A Sustainable Initiative

Hanamaru Udon, the renowned Sanuki udon chain based in Takamatsu, Kagawa Prefecture, has embarked on a unique initiative to reduce food waste through innovative collaboration. They have joined forces with the craft beer brand, Better Life with Upcycle, operated by Eiya Bread Co. in Ebina City, Kanagawa Prefecture, to introduce a new, eco-friendly craft beer called SANUKI 870 ALE. This limited-edition beer incorporates cut-off pieces of udon noodles—known as udon leftovers—as an alternative to traditional malt, showcasing a creative and sustainable approach to food production.

Starting from June 25, 2026, 34 specially selected Hanamaru Udon locations will offer the SANUKI 870 ALE for in-store dining, with a limited availability of two cases (48 cans) per store. This craft beer provides a fresh take on food recycling while embodying the artistry and dedication of renowned udon craftspeople. A delightful and socially responsible experience awaits!

Key Features of This Initiative

Surprising Upcycling Solution

The notion of using udon leftovers in beer creation may sound astonishing, yet this initiative adeptly addresses the food waste issue by creatively employing excess udon for the common good. By elevating ordinarily discarded materials into new and valuable products, SANUKI 870 ALE stands as a testament to sustainability in the food industry.

A Flavorful Experience

Crafted with precision, SANUKI 870 ALE boasts a gentle haziness and smooth mouthfeel derived from udon, complemented by vibrant aromas from various hops. This expert blend results in a rich yet refreshing beverage, perfectly pairing with Hanamaru's signature tempura.

Unique Name and Exclusive Availability

Named creatively with '870'—a play on the brand's name Hanamaru—each can features a playful design showcasing the letter 'う' (u), adding to its charm. This exclusive offer will only be available in the 34 selected stores, ensuring a truly unique drinking experience.

Background and Development Story

Hanamaru Udon prides itself on maintaining the quality and texture of authentic Sanuki udon through a meticulous manufacturing process. Unfortunately, cut-off pieces inevitably arise during production. Driven by the philosophy of minimizing waste and positively contributing to society, Hanamaru Udon set out to create a partnership with Better Life with Upcycle, whose mission revolves around revitalizing discarded materials to forge a better future.

This initiative merges the expertise of udon manufacturing with sustainable practices in brewing, showcasing a future where food waste is significantly reduced.

Characteristics of SANUKI 870 ALE

1. Udon-derived Mildness: This craft beer exhibits a delightful, soft hazy appearance and a harmonious balance between a smooth texture and pleasant fullness. The fine yeast contributes warmly to the flavor without overwhelming the drinker, making it both substantial and light.
2. Floral and Citrusy Aromas: The thoughtful selection of premium hops imparts rich aromas reminiscent of citrus and flowers, elevating the anticipation even before the first sip.
3. Perfect Pairing with Hanamaru Dishes: The refreshing yet robust flavors of SANUKI 870 ALE work wonderfully with Hanamaru's delicious tempura and udon broth, enhancing the overall dining experience with their compatibility.

Eye-catching Packaging Design

The beer's packaging artfully highlights the letter 'う', ingeniously celebrating udon while incorporating a stylish and whimsical design. This effective visual branding is sure to catch the attention of consumers both on social media and in-store.

Product Overview

• - Product Name: SANUKI 870 ALE
• - Price: 600 JPY (tax included)
• - Availability: From June 25, 2026, exclusively at Hanamaru Udon locations (with only 48 cans per store) until supplies run out.

Participating Locations

The beer will be available in various locations across Japan, primarily in Kanto and Kansai regions, including notable spots in Tokyo, Kanagawa, and Osaka.

About Better Life with Upcycle

Better Life with Upcycle champions the ethos of breathing new life into waste. Their craft beer made from bread scraps and out-of-spec fruits and vegetables transforms usually unutilized materials into remarkable products, promoting sustainable future-directed practices.

As Hanamaru Udon continues its commitment to 'delivering delightful surprises to everyone,' they invite customers to join in on this exciting journey of sustainability and flavor.