Yoshinotomo Shuzo, Founded 149 Years Ago, Turns Its Flagship Junmai from Dry to Fruity

Yoshinotomo Shuzo is a sake brewery founded in 1877 in Toyama City, Toyama Prefecture. Toyama lies in the central part of Honshu on the Sea of Japan coast, and the brewery has long made sake from local water and rice. In April 2026, its 149th year in business, the brewery announced that it had restructured its management and reorganised its brewing environment. The first result is a complete overhaul of the contents and design of its long-standing staple “Jun”, which went on sale on 1 May 2026.

Rethinking the Brewing to Protect Tradition

The renewal, carried out under representative director Nobukata Mitsui, is far more than a change of label. The brewery reviewed its brewing equipment, aiming for an environment in which the handwork of the toji (the head brewer) is reflected in the sake more precisely. The goal is to keep the virtues of manual craft while tightening control to make quality more consistent. The brewery is committed to junmai brewing, meaning sake made only from rice, rice koji and water, with no added brewer’s alcohol, and it positions this reform as a way of passing that policy on to the next generation.

From Dry to Muscat-Like Freshness

The biggest change in the new “Jun” is its flavour. It has moved decisively away from its former crisp, dry style towards a fruity, juicy profile that the brewery describes as “like taking a muscat grape into your mouth”. The umami now has a clearer outline, and the balance of sweetness and acidity has been refined. At 14% alcohol by volume, it is designed to be a little lower than typical sake, so that it stays light and enjoyable right to the end of a meal. It is a “food sake” intended to go not only with Japanese cuisine but also with Western and ethnic dishes. The bottle keeps some of the character of the previous label but now has a modern, white-based design. It comes in three sizes: 300ml, 720ml and 1800ml, with recommended retail prices in Japan of ¥743, ¥1,700 and ¥3,450 respectively, excluding tax.

Enjoying It at a European Table

At present, there has been no announcement about overseas distribution of the new “Jun”. If you are looking for it in Europe, the quickest route is to ask specialist sake shops or importers. This renewal is worth noting as an example of a long-established brewery changing direction from a traditional dry style towards a light, fruity junmai. If you do get hold of a bottle, serve it well chilled in a wine glass and pair it with lighter dishes such as grilled white fish, seafood tapas or herb salads. Because sake deteriorates easily with heat and ultraviolet light, it is best kept in the refrigerator and finished soon after opening (SAKE Street).