The Story Behind Toshimaya Honten’s Finest Sake

Japanese sake has become a beloved spirit worldwide, mirroring the rise in popularity of traditional Japanese cuisine (washoku), recognized as a UNESCO Intangible Cultural Heritage. With this trend, understanding of sake has deepened rapidly. Toshimaya Honten, Tokyo’s oldest sake-selling establishment established in 1596, is no stranger to this phenomenon, and 16th-generation President Toshiyuki Yoshimura, who frequently attends overseas events, has noted an impressive rise in knowledge among consumers.

In line with this growing demand, Toshimaya Honten and its brewery, Toshimaya Shuzou, launched the new signature product “Junmai Daiginjo TOSHIMAYA.” This sake is created using the delicate fukurodare method, where fermented mash is gently dripped through bags under its own weight. It undergoes a meticulous three-year maturation process at sub-zero temperatures, resulting in a limited-edition product of only 150 bottles annually, each priced at 22,000 yen (720ml)—the most premium product in their lineup.

This premium sake was born in response to increased demand overseas for high-end Japanese sake. International buyers, recognizing the quality of sake comparable to fine wines but at a fraction of the price, requested even higher-end options. Toshimaya Honten responded by refining the flavor and enhancing the luxurious presentation with an intricately designed bottle, label, and box.

Among Toshimaya Honten’s exports, which mainly go to the United States and Europe, a particular favorite in France is the “Kinkon Junmai-Ginjo ‘Edo Sake Oji.’” This unique sake was crafted for the Tokyo 2020 Olympics, capturing the essence of Tokyo by using only ingredients from the region. It’s made with Kunihikari rice from Hachioji City, water from Higashimurayama (where the brewery is located), and “Edo yeast” revived from an ancient strain.

With its light acidity, similar to that of white wine, “Kinkon Junmai-Ginjo ‘Edo Sake Oji’” initially sparked mixed reactions within the company. It was nevertheless well-received upon its release, winning the prestigious Platinum Award at the 2020 Kura Master Sake Competition in France.

Toshimaya Honten currently offers nearly 50 different sake varieties. This range, while challenging to maintain, benefits from a dedicated team of younger brewers, who are eager to innovate new products. Their motivation is grounded in the spirit of fueki ryūkō—preserving what is essential while boldly adapting to change. This founding philosophy of continuity and change has guided the company for centuries.

The sake that embodies this balance is the Kinkon Junmai-Nama-Genshu “Juemon”, named after the company’s founder. Heated for smoothness while retaining a crisp aroma and finish, this versatile sake is designed to complement any meal, an ideal choice as a dining companion.

Looking forward, Yoshimura hopes to create sake that appeals to younger generations and build more opportunities to experience sake culture. Toshimaya Honten, which continues to innovate while honoring tradition, promises a crisp, bright future for Japanese sake.

＊Prices as of time of writing