New wine is not just Beaujolais Nouveau! Sharing the appeal of “Yamanashi Nouveau” from the “Wine Prefecture” through a media tasting event – Local government PR –

Hello!

I am Takahashi from Sports, Division 3 of the Public Relations Division, and I have become fully accustomed to a working style that combines telework and office work.

It is already past mid-November, and it is gradually getting chilly.

When it comes to alcoholic beverages released around this time of year, what comes to mind? That’s right—wine.

France’s widely recognized “Beaujolais Nouveau,” which becomes a hot topic in the media every year, was released on November 18.

Did you know that Yamanashi Prefecture—one of Japan’s proud wine-producing regions—also has “Yamanashi Nouveau,” with November 3 designated as its annual release date?

Yamanashi Prefecture, the birthplace of Japanese wine and No. 1 in Japan in both production volume and number of wineries, issued the “Wine Prefecture Declaration” on August 7, 2019, and has been carrying out a variety of initiatives to raise awareness of the diversity of Yamanashi wines and the unique ways to enjoy them that are specific to Yamanashi.

In Sports, Division 3, we promote “Wine Prefecture Yamanashi.”

Yamanashi Prefecture began focusing early on cultivating Japan’s indigenous grape varieties “Koshu” (white) and “Muscat Bailey A” (red), both of which are highly regarded worldwide, and has continued to enhance the quality of its wines. “Yamanashi Nouveau” refers to new wines brewed using these two varieties.

To share the appeal of “Yamanashi Nouveau” with people in the greater Tokyo area, we recently held a media tasting event at our office. (The event was conducted with thorough infection-prevention measures in place.)

＜Media tasting and sampling events＞

An event where knowledgeable specialists—such as food media professionals and food writers—are invited to sample food and beverages ahead of other media outlets.

By providing an opportunity to experience and cover the taste and appearance before launch, and by creating a setting where attendees can speak directly with the client’s representatives, the event aims to deepen product understanding and ultimately increase media exposure. In many cases, participants sample the offerings after greetings and explanations of the menu and key points from a representative or product manager. In addition, because food-related information pairs well with sharing on Instagram, inviting influencers is also effective.

Even among “Yamanashi Nouveau” wines made from the same “Koshu” and “Muscat Bailey A,” the taste, color, and aroma vary depending on the grape-growing area and the production and brewing methods. On the day, we prepared a total of six wines: two red and two white “Yamanashi Nouveau” wines, plus one red and one white regular “Yamanashi wine” for comparison.

Everyone enjoyed the wines while listening to commentary from Ken Hasebe, a Yamanashi native and board member of the Japan Sommelier Association.

A lineup of 2021 “Yamanashi Nouveau” wines. And this is only a small portion… truly impressive!

Ken Hasebe’s commentary was well received for being easy to understand.

Attendees shared many positive comments, such as “I could really feel the diversity of Yamanashi wines,” and “It’s fun to think about what dishes to pair with each wine!”—making it a very meaningful event. (Yamanashi wines pair exceptionally well with Japanese cuisine that uses soy sauce, tare sauces, and dashi, so they are highly recommended as an everyday accompaniment at the dinner table.)

One of the fascinating aspects of wine is that the grapes used as ingredients are said to be more strongly influenced by where they are grown than any other fruit tree, and even the same variety tends to reflect the character of the land vividly.

With around 90 wineries in Yamanashi producing wine in a wide range of locations—from the basin to areas over 800 m above sea level—you can truly enjoy the climate and character unique to each area.

Wineries in spectacular locations with views of Mt. Fuji

Vineyards for wine grapes stretching as far as the eye can see

Members of SUNNY SIDE UP’s “Wine Prefecture Yamanashi” team also visited Yamanashi to study and learn thoroughly!

The true pleasure of “Yamanashi Nouveau” is savoring the “freshly made wine of the year,” characterized by fresh, fruity aromas and flavors, and celebrating the harvest.

Beaujolais Nouveau is wonderful as well, but this year, why not enjoy autumn harvest season while savoring “Yamanashi Nouveau”?