It has been a month since Matsuroku Sake Brewery (Komagoe-cho, Hirosaki City, TEL 0172-34-2233 ) opened its new direct sales store on August 5th.

During the Edo period, the brewery sold yeast starter (shubo) to sake brewers, and switched to sake manufacturing in 1904 (Meiji 37). In 2017 (Heisei 29), due to issues such as the aging of the master brewers and a lack of successors, the brewery came under the umbrella of Singapore's "Chartered Group," and in 2019, Yuriko Senda, who came from Tokyo, was appointed president.

The direct sales store was renovated from the inner room of a late Edo period mansion that was selected as a "Charming Building" by Hirosaki City. The transoms and beams were left intact, and a new entrance was built along the road. Tables and chairs were placed on the veranda so that the courtyard, which is home to 18 pine trees that are 300 to 400 years old, can be viewed, and a cafe space was added to serve coffee and other beverages.

Senda says, "We had an online store, but we didn't have a direct sales store until now. We want people to feel comfortable coming by, not just to buy sake, but also to see our Japanese garden, which has not been open to the public until now."

The direct sales store will sell the signature sake products "Matsuroku," "Rokkon," and "Deka," as well as apple liqueur, original aprons, miscellaneous goods such as T-shirts, and products exclusive to the brewery.

The direct sales store pre-opened on August 1st and was announced on social media. As it was during the Hirosaki Neputa Festival, people returning home from their hometowns also visited. Senda expressed his hope that "more people will visit our store and become fans of sake."

Business hours are 10:00-16:00. Closed on Saturdays, Sundays, and public holidays.