Shangri-La Tokyo, the luxury hotel in Marunouchi, Tokyo, has partnered with the prestigious Ishikawa Prefecture sake brewery, Naohiko Noguchi Institute, to develop its first original sake. The sake is now available at Nadaman, the Japanese restaurant on the 29th floor, and The Lobby Lounge on the 28th floor.

Naohiko Noguchi was born in 1932 into a family of Noto Toji (master sake brewers). He entered the world of sake brewing at the age of 16 and was appointed Toji at Ishikawa Prefecture's renowned Kikuhime sake brewery at just 27. He gained fame as one of the "Four Heavenly Kings of Noto Toji" and subsequently served as Toji at breweries such as Kanō Shuzō. He has had a profound impact on the sake industry and was instrumental in bringing about the "ginjo-shu" boom in the 1970s, which revitalized a declining sake market.

He is also known for reviving the "kimoto" brewing method, which was nearly lost after the war. He has won gold medals a total of 27 times at the National New Sake Appraisal. As of 2023, he has been involved in sake brewing for over 70 years, and in 2017, he established the Naohiko Noguchi Institute as the culmination of his life's work. While nurturing the next generation and passing on his techniques, he continues to brew sake as an active craftsman.

The project began several years ago when staff at Shangri-La Tokyo were deeply impressed by a sake they happened to taste, brewed by Mr. Noguchi. The hotel's long-held desire to "create a unique, original sake" as a luxury establishment led to this connection with the Naohiko Noguchi Institute.

Since then, the two parties have engaged in numerous meetings and tastings, pursuing the ideal flavor with the concept of "sake that complements cuisine." The completed sake is a special blend of three types of kimoto-brewed sake, made in 2020 and 2021, from the vintage collection that Naohiko Noguchi Institute is proud of.

The blend consists of 40% "Kimoto Daiginjo 2020," 30% "Kimoto Junmai Daiginjo 2020," and 30% "Kimoto Daiginjo 2021." Each of these is a signature sake from Naohiko Noguchi Institute, and the Toji himself has masterfully harmonized these sakes, each with its own distinct flavor and character.

The resulting sake possesses a fragrant, elegant floral aroma, with a light mouthfeel that coexists with a rich umami and condensed flavor. Upon tasting, a subtle bitterness gives way to a pleasant, dry finish that lingers, creating an ideal food-pairing sake that enhances the flavors of cuisine.

The bottle label also reflects Shangri-La Tokyo's unique commitment. The motif is "Shangri-La," the utopia featured in James Hilton's novel "Lost Horizon," which also inspired the hotel's name. The label depicts an image of a fantastical paradise, adorned with the hotel's official logo. This design is familiar to repeat guests, as it is also used on the hotel's room key cards.

In the future, a 375ml bottle (two-go size) of the original sake is planned for introduction in the minibars of all hotel rooms. This offers a luxurious experience, allowing guests to savor the taste not only in the lounge and restaurants but also in the privacy of their own rooms.

There are also plans to offer this original sake at Shangri-La Hotels & Resorts worldwide, starting with the new hotel scheduled to open in Kyoto in 2026. This project has the potential to evolve into a global initiative, conveying the depth and allure of Japanese sake culture to guests around the world.

This bottle is the result of a collaboration between Mr. Noguchi, a living legend in the sake industry, and a world-renowned hospitality brand. This exquisite sake, embodying Mr. Noguchi's decades of brewing expertise and spirit, is a special gift not only for sake enthusiasts but for all who appreciate fine dining. Expectations are high for this new endeavor to deliver the profound charm of sake to both domestic and international guests.

Shangri-La Tokyo x Naohiko Noguchi Institute Original Sake
Location | Nadaman (29F) and The Lobby Lounge (28F)
Price |
750ml bottle: ¥23,100 (incl. tax)
180ml bottle: ¥5,775 (incl. tax)
*Available for in-room dining only. Not for sale.
*Prices are inclusive of tax, with an additional 15% service charge.
*Content and prices are subject to change without prior notice.
*Image is for illustrative purposes only.