We first encountered this Hida treasure while searching for the ultimate nigori (cloudy sake). We discovered their legendary “Hida no Dobu,” a velvety specialty so rich with rice lees it pays homage to ancient traditions. However, it was their “entertainment management” that truly captivated us. President Watanabe believes brewing is “chemistry, physics and philosophy,” where positive energy is a vital ingredient. To infuse the brew with joy, they practice “comedy power fermentation,” playing comedy routines to the tanks to “make the sake laugh.”

Behind the laughter lies a rigorous commitment to quality that refuses to compromise. The brewery utilizes pristine meltwater from the Hida mountains and historical wooden tools to maintain a tactile connection to the craft. They even revived the rare Hidaminori rice variety specifically for their limited “Hida Terroir 40” bottling after it had been extinct for over a decade. By balancing these artisanal methods with a high-tech, 14-degrees-Fahrenheit maturation warehouse, the brewmaster ensures every bottle achieves a level of precision that has earned over 50 international awards annually.

We chose Watanabe Brewing Company because they prove that world-class craftsmanship and a sense of fun are not mutually exclusive. They are committed to reclaiming the true heart of sake, which is to bring people together in genuine celebration. When you open a bottle of Hourai, you aren’t just tasting a beverage; you are participating in a joyful legacy of integrity and laughter that spans nine generations.