Promoting the appeal of "aged sake" to younger generations
Golden Week Limited Event: "Heisei-Born Sake, Now Ice Cream"
Held at a store directly connected to Tokyo Station Yaesu Exit from May 1 (Fri) to May 3 (Sun)
Takumiso Co., Ltd. (Headquarters: Awaji City, Hyogo Prefecture; Representative Director: Akihiko Yasumura; hereinafter "Takumiso") is collaborating with the sake ice cream specialty store "SAKEICE" to hold a Golden Week limited event titled "Heisei-Born Sake, Now Ice Cream - People and Sake, Both Shine Brighter with Time -" from May 1 (Friday) to May 3 (Sunday) at a store directly connected to Tokyo Station's Yaesu Exit, aiming to promote the appeal of "aged sake" to younger generations.
During this period, original ice creams made with "Koshiki no Bishu 1990" and "Koshiki no Bishu GOLD," both from Takumiso's premium brand of long-aged sake "Koshiki no Bishu" and brewed during the Heisei era, will be offered.
In recent years, the sake market has been shrinking due to changes in consumer preferences and population decline.* Especially among younger generations, drinking habits themselves are fading, making it crucial to propose new ways to enjoy sake and convey its value in an accessible way to pass on sake culture to the next generation.
Takumiso focuses on "aged sake" and has been developing "Koshiki no Bishu," a premium brand featuring carefully selected aged sake that has been matured for over 10 years and is slumbering in sake breweries nationwide, since 2020.
Takumiso is now collaborating with "SAKEICE," a sake ice cream specialty store, to hold a limited-time event primarily targeting people in their 20s and 30s, allowing them to easily experience the charm of aged sake. The store interior will be decorated with a "Heisei Retro" theme, which has gained popularity among younger generations recently, and will sell original ice creams made with aged sake brewed in 1990, 1999, and 2000. Additionally, visitors born in the same year as the sake used in the ice cream will receive a complimentary glass of aged sake.
Through this event, Takumiso aims to propose new ways for younger generations to enjoy aged sake by allowing them to easily experience its taste and aroma through the familiar dessert of ice cream, thereby expanding awareness and promoting the appeal of aged sake.
* National Tax Agency "Sake no Shiori (July Reiwa 7)"
■ Event: "Heisei-Born Sake, Now Ice Cream - People and Sake, Both Shine Brighter with Time -"
Date: May 1 (Friday) to May 3 (Sunday), 2026
Time: 11:00 AM - 8:00 PM daily
Location: "SAKEICE Tokyo Shop" and "SAKEICE BAR!"
YANMAR TOKYO 1F, 2-1-1 Yaesu, Chuo-ku, Tokyo 104-0028
Content: Menu offered
・Original Aged Sake Ice Cream (with original sticker)
Price: Single ¥1,200 / Double ¥1,700 (tax included)
*Those who register for the Koshiki no Bishu LINE official account or follow and like their official Instagram will receive a half-price discount. [Single ¥650 / Double ¥850 (tax included)]
Furthermore, visitors born in the same year as the sake used in the ice cream (1990, 1999, 2000) will receive a complimentary glass of the aged sake used in the ice cream.
Koshiki no Bishu 1990
Uses "Koshiki no Bishu 1990," an aged Ginjo sake.
We selected a sake with a relatively clean taste among aged sakes, and by combining it with the mellowness of milk,
we created a flavor that allows you to enjoy the depth unique to aged sake while still being light.
Koshiki no Bishu GOLD 1999・2000
Luxuriously uses "Koshiki no Bishu GOLD," the flagship of "Koshiki no Bishu," which blends aged sakes from 1999, 2000, and 2010.
The depth of aged sake created by layering multiple years of aged sake
combined with the richness of milk for a rich and sweet flavor.
In-store decorations and activities
Displaying goods and items popular in the 1990s and 2000s, creating a "Heisei Retro" atmosphere.
Commemorative photos can be taken with nostalgic items related to the "birth year" of the aged sake used in the ice cream.
Remarks: As products contain alcohol, they will not be sold to individuals under 20 years of age.
To use the benefits, identification that can confirm one's date of birth must be presented.
▼Contact
Pasona Group Inc. Public Relations Department
Tel: 03-6734-0215
Contact Persons: Kosuga, Yoshida
E-mail: p.kohobu@pasonagroup.co.jp
