SAKE blog
Published: 2021.11.01
Last modified: 2026.10.26
Yorozuya Jozoten – Release of new products and a launch of new brand
On 1st September, Yorozuya Jozoten, Sake brewery in Fujikawa cho Yamanashi prefecture, officially announce the release of new products and rebranding of their signature brand [SHUNNOTEN 春鶯囀].
Aim of rebranding SHUNNOTEN
So far, the labels of Shunnoten were designed in various patterns according to the concept and historical story behind to deliver our thoughts on the label design.
From these 2 new products released now, we decided to make the label design consistent in order to make people aware of Shunnoten by the label desing. The new products released ahead of the total rebranding of Shunnoten in the coming year.
New products
SHUNNOTEN Junmai Daiginjo (on the left)
– 100% use of Yamada Nishiki with the polishig ratio at 50%. Gentle ginjo aroma, sharp kire and rich umami of rice.
SHUNNOTEN Tokubetsu Junmia (on the right)
– 100% use of Tamasakae with the polishing ratio at 60%. Light, sharp and dry taste. Strong rice umami. Ideal for kansake.
Brewery Info
Name of Brewery: Yorozuya Jozoten
Location: Fujikawa cho, Yamanashi prefecture
Signature brand: SHUNNOTEN
President & CEO, Kobayashi Junzo Shoten Co., Ltd.
Based in Osaka, I lead Kobayashi Junzo Shoten, a sake wholesaler founded in 1890. Through the cultural richness of Japanese sake, my mission is to connect people and bring smiles to dining tables around the world.
While technology continues to make the world feel smaller, the stories and traditions behind sake brewing can easily fade into the background. I see my role as a bridge—sharing the passion of brewers, opening doors for new audiences, and delivering sake in a way that feels more approachable and relatable.
I enjoy visiting sake breweries, learning about new rice varieties and brewing techniques, and spending time with toji (master brewers) and kurabito (brewery workers) to experience the spirit of sake-making firsthand. On this blog, I’ll share those encounters, my personal insights, and tips to help you enjoy sake even more.
Thank you for reading, and I look forward to connecting with you.
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