What is Asahi Shuzo's most famous sake brand?

"Kubota" is Asahi Shuzo's flagship sake brand, recognized nationally and internationally, available in grades ranging from standard to premium daiginjo (highly polished rice sake).

Do I need to book a brewery tour in advance?

Yes. Tours require advance reservation and typically cost 500 to 1,500 yen including tasting, though policies vary and should be confirmed when booking.

What can I do on a brewery tour?

Tour the production facilities observing rice polishing, steaming, fermentation, and aging processes. Participate in guided tastings of Asahi Shuzo products, particularly Kubota varieties, and purchase bottles at the brewery shop.

Are brewery tours conducted in English?

Tours may be conducted primarily in Japanese, though English materials or interpretation may be available depending on arrangements. Confirm language options when making reservations.

What other attractions are near Asahi Shuzo in Nagaoka?

Nearby attractions include the Nagaoka War Damage Museum, Yamamoto Isoroku Memorial Hall, and Yahiko Shrine. Niigata's sake brewery trail allows visiting multiple producers in the region.

Asahi - Shuzo Sake Brewing, Nagaoka

4.2 (393)Point Of InterestEstablishment

Last updated May 17, 2026

Asahi Shuzo is a sake brewery in Nagaoka City, Niigata Prefecture, established in 1830 during the late Edo period. Operating for nearly 200 years, the brewery maintains traditional sake-brewing methods alongside modern production. Niigata Prefecture is among Japan's premier sake regions due to quality rice, pure mountain water, and cold winters ideal for fermentation. Asahi Shuzo's flagship brand is "Kubota", recognized nationally and internationally. The brewery's longevity demonstrates sake's cultural significance and Niigata's historical rice production where brewing emerged as an agricultural extension.

The brewery embodies traditional Japanese sake craftsmanship and Niigata's regional brewing identity. Niigata sake characteristically features clean, crisp, dry profiles reflecting local terroir and rice varieties. Asahi Shuzo employs locally sourced rice and underground water from mountain snowmelt aquifers, producing sake with regional expression. The operation serves commercial production and cultural education on brewing processes, ingredients, and beverage history. Edo-period breweries like Asahi Shuzo preserve traditional knowledge and techniques amid industrialization.

Visitors tour facilities observing production stages: rice polishing, washing, steaming, fermentation, pressing, and aging. Guided tours explain processes, toji (master brewer) roles, and sake varieties. Tastings feature Asahi Shuzo products, especially Kubota ranging from standard to premium daiginjo (highly polished rice sake). The shop sells bottles including limited and seasonal releases. Educational materials cover sake terminology, serving temperatures, and food pairings. The Nagaoka location contextualizes sake's relationship to rice agriculture and regional cuisine.

Asahi Shuzo is accessible from JR Nagaoka Station on the JR Joetsu Shinkansen and JR Shinetsu Main Line. Tokyo to Nagaoka via Joetsu Shinkansen takes approximately 90 minutes to 2 hours. From Nagaoka Station, the brewery is 15 to 20 minutes by taxi or local bus, requiring schedule verification for limited service. Rental cars enable multi-brewery exploration.

Traveler reviews

Sake brewery that offers free guided tours between 11:00-14:00. You wait near the sake shop and restaurant across the street from the brewery. Someone will get you here. The tours are in Japanese but it was interesting to see how the sake was made. There are small samples of drinks offered during the tour to taste the different stages of fermentation. At the end of the tour we were given a small sake cup.

Jessica Ing

Feb 24, 2019

I tried their kubota junmai daiginjo and I was very impressed. Floral notes, citrus/lemon and then aniseed. Priced at CAD $50 from Ozawa Canada Inc.

May 2026 I finally visited Asahi Shuzo, the brewery that produces Kubota sake, a place I'd always wanted to go! Luckily, I was able to join a free brewery tour as soon as I arrived. It was only about 30 minutes, but the guide explained the sake-making process very carefully, and I was once again impressed by the depth of Japanese sake. Tour participants were also able to sample non-commercial sake. It was a very satisfying experience to feel firsthand how that refined taste is created. After the tour, I bought some delicious-looking amazake (sweet rice wine) along with the sake I'd been looking for at the shop. Afterwards, feeling hungry, I had soba noodles for lunch at the attached restaurant. It's a wonderful place where you can learn about delicious sake, shop, and enjoy gourmet food all in one place. A must-see spot when visiting Niigata!

Although Kubota cigarettes are available in Taiwan, the trip to Niigata, Japan, followed by a train ride to Ryoji Temple and a 15-minute walk, was well worth it. After a brief visit, we went to the souvenir shop. The sales assistants didn't speak too fast, so even I, a foreigner, could understand about 80% of them. I bought some of the recommended sake, pickles, and miso. I also bought an apron to wear to work.

I took the 60-minute tour. It seems they accept same-day reservations if there are openings. There's also a 20-minute tour available on the day. Photography is not allowed inside. The staff member who guided us was very knowledgeable and made the tour enjoyable. We were very satisfied, especially with the opportunity to sample some rare, non-commercial products.

Asahi - Shuzo Sake Brewing, Nagaoka

Overview

Frequently Asked Questions

Traveler reviews

Hours

Phone

Website