Fresh Hop Beer from Shirataka, Yamagata Prefecture Tendo Onsen Oktoberfest Kickoff Party Held at Yubou Ichiraku on September 30 and October 1!
Japan Tourism Agency's support project to attract inbound visitors to local regions and create tourism contents
株式会社一楽荘
YUBO ICHIRAKU TENDO SPA & BREWERY (Ichirakuso Co., Ltd. / Kamata Honmachi, Tendo City, Yamagata Prefecture / Representative Director: Mari Sato), in cooperation with DMC Tendo Onsen Co. The Tendo Onsen Oktoberfest Kickoff Party will be held on September 30 (Sat.) and October 1 (Sun.), 2023, as an event to celebrate the release of fresh hop beer brewed with fresh hops picked in the morning in collaboration with Mr. Kenjiro Tsuchiya, a hop farmer in the town of Shirataka.
Tendo Onsen Oktoberfest
History of Yamagata Prefecture's Hops, Once the Best in Japan
In 1942, hop processing plants were constructed in Kaminoyama City and Higashine City, and except for the period of food crisis after World War II, hop production steadily increased.
After 1963, Yamagata Prefecture became the largest hop-growing prefecture in Japan in terms of both cultivated area and production.
However, in line with the trend of hop cultivation in Japan, the area under cultivation continued to decline after peaking in 1968. The main reasons for the decline in hop cultivation include the rise of inexpensive imported hops, the lack of successors in rural areas due to depopulation and the aging of the population, and the development of fruit cultivation such as grapes and cherries and intensive vegetable cultivation, especially in the Basin area. The main reasons are the lack of successors in the farming village area, and the development of fruit cultivation such as grapes and cherries and intensive vegetable cultivation mainly in the basin area.
Mr. Kenjiro Tsuchiya, who has been involved in hop cultivation since the postwar period, is a living witness to the history of beer in Yamagata Prefecture. Ichirakuso and Mr. Tsuchiya first met last year in 2022. The brewer had heard that Mr. Tsuchiya was growing Cascade (a type of American hop) as part of his hobby and research while growing hops for Kirin beer, and begged him to let him brew beer with those hops. The hops produced by a craftsman with over 60 years of experience are of the highest quality and produce an intense aroma that is unmatched by anything that has come before. With the support of those around us who knew the taste of the beer made with these hops and the story behind them, we decided to turn the whole process into a hands-on tour and Oktoberfest. Above all, Mr. Tsuchiya's "tears" when he drank for the first time in his life a beer brewed with only 100% hops grown by himself ignited the passion of the Ichiraku-so staff.
The Ultimate Fresh Hop Beer
In contrast to the usual beer brewing process that uses "pellet hops" or "dried hops," which are condensed and processed into granular form, fresh hop beer is brewed using unprocessed fresh hops. Normally, fresh hops are flash-frozen for storage and transportation, but on this occasion, fresh hops picked in the morning in Shirataka-cho were transported to Tendo Brewery within one hour. The fresh hops are put into the brewing tank immediately after harvesting to maximize the aroma of the hops and create the ultimate fresh hop beer. Fresh hops are a very delicate crop and begin to deteriorate rapidly as soon as they are separated from the vine. Only 1,000 liters of this precious beer is produced at this time of the year.
Breeze Hops" made with Cascade grown in Shirataka
Yamagata's craft beer is now a regional brand! Regional collaboration is expanding.
The kick-off party will be attended by many beer influencers from Japan and abroad, as well as special guests such as Sakae Oishi, the owner of "Hidetora" in Hanzomon, Tokyo, who will serve live sushi, Chad, a "mai-shoka" who writes while dancing, and DJ Takeru Tomitsuka, who is active both in the prefecture and abroad. Takeru Tomitsuka, a DJ who is active both in and outside of the prefecture, will give a live performance to liven up the event. Craft beers from all six breweries in Yamagata Prefecture will be on display for visitors to compare and enjoy.
Regional cooperation is expanding with the aim of establishing Yamagata's craft beer as a regional brand that will be loved for many years to come.
Have a pint after taking a hot bath at TENDO BREWERY
Outline of Tendo Onsen Oktoberfest
<Kick-off party
Date & Time: September 30, 2023 (Saturday) 15:00 Doors open (Concert begins at 17:30)
Daytime: October 1, 2023 (Sun.) Doors open at 10:30 (Concert begins at 11:30)
Special website: https://www.tendodays.com/tour/oct-fes/
Sponsor : DMC Tendo Onsen
Venue: YUBO ICHIRAKU TENDO SPA & BREWERY
Location : 2-2-21 Kamadahonmachi, Tendo, Yamagata 994-0025
Access ： 10 min. walk from JR Tendo station, Yamagata Shinkansen stop.
10 minutes drive from Yamagata Airport
10 minutes drive from Yamagata Kita IC on Yamagata Expressway
Cooperation ： Tsuchiya Farm
JR East Japan View Tourism & Sales
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＜Oktoberfest Accommodation Plan
YUBO ICHIRAKU's standard all-inclusive lodging plan has been upgraded to an Oktoberfest version! In addition to fresh hop beers, you can compare craft beers from inside and outside of the prefecture for a limited time.
Live performances will not be available.
Date & Time: Tuesday, October 3, 2023 - Tuesday, October 31, 2023
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