Tatenokawa Shuzo has opened a special sales site for 'Tatenokawa Junmai Daiginjo Koumyo,' a sake brewed from rice polished down to 1% purity over approximately 75 days, resulting in a 1mm grain. In conjunction with the site's launch, a limited broadcast of "The Future of Sake Entrusted to 1mm of Rice" has also begun on the in-taxi content program "more 1 meter."

Tatenokawa Shuzo, a long-established brewery founded in 1832, has focused on high-end sake production since 2010, brewing only Junmai Daiginjo with a rice polishing ratio of 50% or less.

The brewery places particular emphasis on sake rice, the sole ingredient in sake. Not only do they mill all their rice in-house, but they also procure 80% from local contract farmers, ensuring a stable supply of high-quality sake rice.

'Tatenokawa Junmai Daiginjo Koumyo' represents the brewery's pursuit of a new value for sake, achieving the unprecedented 1% rice polishing ratio. Initially sold in very limited quantities, starting with 'Dewa Sansan' in 2017 and then the king of sake rice, 'Yamada Nishiki,' in 2019, Tatenokawa has gradually increased production year by year, accumulating expertise and responding to growing domestic and international demand.

'Koumyo' is one of the few high-priced products within the sake category. To convey Tatenokawa Shuzo's vision for the future of sake and further elevate its potential and value, a special sales site has been launched, embodying the story and the brewers' passion behind 'Koumyo.'

Additionally, the content program "more 1 meter," broadcast within taxi signage, features a 30-second video where the sixth-generation brewer, Junpei Sato, discusses the future of sake entrusted to the 1mm of rice, a concept central to the challenge of achieving the 1% rice polishing ratio for 'Koumyo.'