Echigo Bijin

Echigo Bijin is the historic flagship brand representing Joetsu Shuzo. True to its name, which means 'Echigo Beauty,' it is characterized by a gentle, supple, and clean flavor, much like the beautiful land and people of Niigata. A highly skilled sake that has previously won top honors at appraisal contests, its charm was recently rediscovered via social media, making it a sensational 'sake of the moment.' Now further refined with state-of-the-art equipment, this 'modern beauty,' where tradition and innovation resonate, continues to captivate many sake enthusiasts.