Small Akita brewery's hiyaoroshi wins grand prize at Tokyo trade show

Grand prize at its first exhibition, a first for an Akita company

In September 2026, the food trade show “Gourmet Show Autumn 2026” (the 40th edition) was held at Tokyo Big Sight in Ariake, Tokyo. In the show’s new-product contest, “Dewa no Fuji Daiginjo Muroka Genshu Hiyaoroshi” from Sato Shuzoten (Sato Shuzoten) was chosen for the grand prize. Sato Shuzoten is a brewery in Yurihonjo, Akita Prefecture, on the Sea of Japan coast of northern Honshu. According to the local newspaper Akita Sakigake Shimpo, the Gourmet Show is one of the largest trade shows in Japan, and this is the first time a company from Akita Prefecture has won this grand prize.

This was the first time the brewery had exhibited at the show. Kenji Inagami, managing executive officer, said they had not expected to win at all. He added that he would be delighted if the success of a small brewery encouraged people in other local industries too. At the venue, many visitors were reportedly surprised to be hearing about the brewery for the first time.

Four brewing methods in the sake’s name

The name of this sake lines up four terms that describe how it is made. The first, “daiginjo”, is one of the highest grades of sake. The outer layers of the rice are polished away until 50% or less of the grain remains (the rice polishing ratio), and the sake is then fermented slowly at a low temperature. It is characterised by a showy aroma and a delicate flavour. The second, “muroka”, means the sake has not been filtered through charcoal or similar after pressing. The third, “genshu”, means no water has been added to adjust the alcohol content. Both muroka and genshu tend to give a richer, more powerful flavour.

The fourth, “hiyaoroshi”, is a seasonal sake shipped in autumn. Generally, sake brewed in winter is heat-pasteurised (hiire) just once in spring and then left to mature in the brewery over the summer. In autumn it is shipped without a second pasteurisation. Maturing through the summer is said to make the sake smoother on the palate and to deepen its umami.

Enjoying it in Europe

Hiyaoroshi is a limited product available only in autumn and winter, and it is not made in large quantities. Finding this particular brand in Europe may therefore not be easy. However, sake specialist shops and online shops sometimes stock seasonal sake labelled “Hiyaoroshi” in autumn. The words “Muroka” (unfiltered) and “Genshu” (undiluted) on the label can also help you choose. To enjoy the aroma of a daiginjo, serve it not too cold, at around 10 to 15°C, and drink it from a wine glass. Genshu often has a fairly high alcohol content, so sip it slowly. Pairing it with autumn dishes such as sautéed mushrooms, grilled fish or mature cheese brings out the umami created by maturation.