From snow to glass.
A sake journey shaped by snow, water and time.
Curated by Shirataki Sake Brewery for curious travellers.
FOR TRAVEL BUSINESS ASSOCIATES
We welcome partnerships with tour operators, DMCs, bespoke travel planners and concierges seeking distinctive sake experiences for their guests.
Just 90 minutes from Tokyo, Echigo-Yuzawa offers a different rhythm. Here, snowmelt becomes brewing water, rice becomes sake, and a family brewery founded in 1855; we continue to welcome and serve travellers.
White Cascade Valley envelops the area and depicts a story of sake from its snowy origins to the glasses. For guests, shop & taproom Flow is where the visit begins; yet, in the story of sake, it is where everything emerges.
PRODUCTS
上善如水 Jozen Mizunogotoshi
The sake that begins with snow.
The name Jozen Mizunogotoshi comes from the idea that the best way to live is to be like water: humble, adaptable and in harmony with the world around us.
Jozen is Shirataki’s signature sake. Its clear appearance and gentle character expressing the soft snowmelt water makes it an intriguing introduction to sake, brewed with heart and dedication.
LOCATION
From snowmelt and rice to brewing, ageing and finally a glass of sake:
a journey through the place behind Shirataki.
terrace
Snow
Winter snow covers the terrace, and the cellar below resembles an icy storehouse. Terrace reveals itself again to the valley when summer arrives.
farm
Grow
Koshitanrei, Niigata’s sake rice, grown in our own paddy field, just steps away from where the sake is made.
kura
Brew
Sake takes shape here. During brewing season, step inside and get the firsthand expeirence at the brewery and see the craft.
celler
Mellow
Bottled sake rests in cold storage here, slowly mellowing and developing its character over time.
shop & taproom
Flow
This is where water flows and gathers people. At our shop and taproom, the journey arrives in your glass.
| Shop for sake and gifts
| Taste our brewery-exclusive sake
| Enjoy coffee and ice cream
| Taste our brewing water
| Explore sake brewing on a 270-degree screen
| Create your own sake via blending
Experiences
Immersive Sake Experience
30min / \1,000 pp
An immersive introductory film projected on a 270 degree screen about the brewery that is available throughout the year.
Sake Brewery Tours
60min / \2,500 pp
See the craft behind the glass on a guided visit, followed by premium tasting. Available only from October to March.
Sake Blending Experience
120min / \18,000 pp
Taste, blend, and create a personal expression of Shirataki sake in the Flow lab, with an English-speaking guide.
Bespoke Sake Journey
Duration varies / Price on request
Create a private sake experience for your clients, tailored to their interests with tours, tastings and blending.
* For private bookings, an additional fee of
¥10,000 per group applies.
Get a quote via inquiry, rates vary upon request.
Please contact us for details.
Visit Essentials
Location
About 90 minutes by Shinkansen from Tokyo, and then a five-minute walk from Echigo-Yuzawa Station’s East Exit.
Exclusive Inquiry
Private group arrangements, availability, and rates are provided on inquiry.
Languages
English and Chinese options vary by experience and date. Please include your preferred language in the inquiry.
Planning
For current public schedules and visitor information, please check the Flow website.
For travel & concierge partners
Let’s shape the visit.
We work with tour operators, DMCs, travel designers, hotels and guides to create visits that suit their guests. Share your dates, group size and interests, and we’ll recommend the right experience.
Our team offers support in Japanese, English and Chinese, with WSET sake qualifications and GSTC sustainable tourism training among our hosts. We’ll welcome your guests with care and local knowledge, connecting each experience to the culture and terroir of this valley.