The Noto Sake Support project is partnering with Daimaru Matsuzakaya Department Stores to hold a rotating pop-up series at Daimaru and Matsuzakaya stores in nine cities nationwide from April 1, 2026, selling sake co-brewed by Noto breweries and partner breweries, as well as sake from breweries that have resumed in-house brewing since the disaster.
Participating breweries are Kazuma Shuzo, Tsuruno Shuzoten, Shirafuji Shuzoten, Hiyoshi Shuzoten and Matsunami Shuzo — five breweries in all. Throughout each store's run, the brewers themselves will staff the sales floor on a schedule, sharing their sake-making and their thoughts on recovery.
This initiative receives support from the Noto Recovery Support Program, run by the Noto Public-Private Recovery Center as part of the Noto Sake Brewery Revival Project Committee's work.