Sake that attracts visitors to Niigata and its cuisine - NIIGATA SHUPOPPO



Niigata Prefecture, famed for its rice, is also known by all as one of Japan's largest sake-brewing areas, and has more sake breweries than any other prefecture.

Niigata Prefecture is blessed with topography perfect for sake-brewing and the NIIGATA SHUPOPPO project has Japanese sake from Niigata at its core. The project’s aim is to increase the brand profile of the Niigata area by getting the message out about the attractions of various areas within the prefecture, and to encourage a greater two-way flow of people between the greater Tokyo area and Niigata, leading to regional revitalization.



Japanese sake that connects travel, food, and local regions.

The word “shupoppo” is a portmanteau of the Japanese words “shu” and “poppo”. “Shu” means sake or alcohol, for which Niigata is known, and the onomatopoeic word “poppo” symbolizes the sound of walking feet as they stroll Niigata’s streets.
"Poppo” also means "steam” as in steam train, and the steam rising from sake breweries and also represents the passion that makers pour into their creations.

Equally, with the first sip of sake, then the second, you’ll feel the steam-like warmth spread through body and soul.
NIIGATA SHUPOPPO is a uniquely Niigata Prefecture style of light, dry, crisp sake. NIIGATA SHUPOPPO is designed to be enjoyed with a meal, thereby enhancing both the flavor of the food and the sake.
Please try it for yourself together with the abundant and varied food culture of Niigata.


The same rice and same rice-polishing ratio, yet in the hands of different breweries these produce different aromas and flavors.

NIIGATA SHUPOPPO is brewed from gohyakumangoku variety of rice grown on the JR Niigata Farm, established by the Niigata Branch of the East Japan Railway Company, in 2016. The rice is polished until only 58 percent of the grain remains, which is the average rice-polishing ratio for Niigata seishu (refined sake category). NIIGATA SHUPOPPO is a junmai ginjo sake made to the same exacting standards.

What is amazing about NIIGATA SHUPOPPO is that even though the same rice, polished to the same ratio, is the key ingredient, the four breweries have produced four sakes with totally different aroma and flavor profiles. That means you get to enjoy drinking and comparing them.

Sake Brewing Terminology

Rice-polishing ratio
The rice-polishing ratio refers to the percentage of each rice grain left after milling that is then used in sake brewing. The lower the rice-polishing ratio the more the husk and outer portion of the rice grain has been removed leaving just the kernel, to create a purer, light, crisp, quality sake. Of course, this also means it costs more to produce. 58 percent is the average rice-polishing ratio used in all of the Niigata sake breweries making sake from the region top in its class across Japan.




ECHIGO TSURUKAME is a junmai ginjo sake brewed with a rich acidity, making it perfect for drinking as an accompaniment to meals. Enjoy the perfect balance between its delicate aroma and acidity by serving this sake slightly chilled in a wine glass. ECHIGO TSURUKAME pairs perfectly with seasonal seafood or mushrooms sauteed in butter or with liver pate. Try it for yourself.


The IMAYO TSUKASA brewery makes sake without adding alcohol or sugar during the process. The brewery uses a new Niigata yeast to create a NIIGATA SHUPOPPO sake with the distinctive characteristics of the sake-brewing rice variety gohyakumangoku as only a brewery that makes its sake only from rice can. The light, crisp style means you won't tire of drinking it and it can be enjoyed, chilled, at room temperature, or even gently warmed. Try it as the accompaniment to a wide range of cuisines.


The climate of Myoko, one of the few areas of particularly heavy snowfall within Niigata Prefecture, and the characteristic features of KIMINOI have been incorporated into this sake. The umami-filled flavor of this non-filtered sake is a perfect match with thick, rich flavors such as slow-cooked stews and meat dishes. The chief brewer, Hiroshi Hayazu, recommends it be drunk at room or gently warmed, together with a dish of crab tomalley. Serving it slightly warmed further brings out the sweetness and the umami of the rice making it a wonderful accompaniment for Chinese food.


The YOSHINOGAWA brewery set itself a challenge to bring out the maximum deliciousness of sake-brewing rice, and the result is a junmai ginjo sake with a gentle ginjo bouquet and the well-rounded flavor of rice, which fills the mouth. We recommend you slightly chill this sake and try it with premium sashimi (raw fish) or tsukune (chicken meatballs). We hope you enjoy the delicious harmony of food and NIIGATA SHUPOPPO.
Sakamai Amazake

Sakamai Amazake made from the same sake-brewing rice.

The same gohyakumangoku variety of rice grown on the JR Niigata Farm that goes into NIIGATA SHUPOPPO is used by the IMAYO TSUKASA brewery in Niigata City to make a drink called amazake from fermented rice malt. No sugar is used in the making of this clear-tasting, delicately sweet drink.
It is non-alcoholic and so can be enjoyed even by people who don't like sake or by children.

  • Volume/standard serve: 180 ml (20% sugar content, designed to be drunk straight in a single-serve)
  • Ingredients: Rice (grown in Japan), rice malt (produced in Japan)
  • Manufactured by: Imayo Tsukasa Sake Brewery Co. Ltd.