October 1st is Sake Day. Cheers to the "Horoyoi Festa" while looking out at Matsuyama Castle!

The origin of "Sake Day"

Every year on October 1st, Sake Day is celebrated.

Sake Day was established in 1978 by the Japan Sake and Shochu Makers Association with the goal of "passing on the culture of sake to future generations." Every year on this day, many sake-related events are held all over Japan.

There are several theories as to why October 1st became Sake Day, but the following two theories are considered the most likely.

[1] When sake brewing begins

In October, the rice harvest begins and sake brewing begins in many breweries across the country.

The Japanese sake industry uses a calendar called the "brewery year (BY = Brewery Year)." Currently, one fiscal year runs from July 1st to June 30th of the following year, but previously it ran from October 1st to September 30th of the following year.

In other words, October 1st marks the beginning of the fiscal year and the beginning of the New Year for sake.

[2] From the order of the zodiac

The tenth of the 12 Chinese zodiac signs, October, is the month of the rooster. The character for rooster is pronounced "tori" in Japanese, but it was originally a pictograph representing the shape of a pot, and it meant a sake jar or sake itself.

October is the beginning of the new year for sake brewing, and it also means sake. It's the season for not only the harvest of new rice, but also for many delicious autumn flavors. On "Sake Day," it would be nice to enjoy a little luxurious sake along with some delicious food. Of course, it's also nice to spend time with your usual familiar sake.

Let's all toast at the "Horoyoi Festa"!

"Sake Day" only comes once a year. It's great to participate in events and have fun. On this day, sake brewing associations in each prefecture, related organizations, restaurants, and others hold events all over the country.

The "Horoyoi Festa" will be held on October 1st at Matsuyama Castle in Matsuyama City, Ehime Prefecture. Last year in 2023, it was the first time the festival was held in four years, and about 800 people participated.

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18 breweries from Ehime Prefecture will be participating, along with about 20 food stalls selling locally produced Ehime products. This is a rare opportunity to enjoy an early autumn with some Japanese sake under the illuminated Matsuyama Castle. This year, the venue has been changed to Yasuragi Hiroba, and we are looking forward to toasting with all the Japanese sake lovers on Thursday, October 5th!

Date and time: Thursday, October 5, 2023 Reception opens at 18:00 / Toast at 19:00

*In case of rain, the event will be postponed to Thursday, October 19th. If postponed due to rain, the event will still be held at Matsuyama Castle Park.

Matsuyama Castle Park Yasuragi Square

Capacity: 800 people on a first-come-first-served basis

Application deadline: Saturday, September 30, 2023

5,000 yen in advance, 6,000 yen on the day per person *We have 1,000 yen vouchers available again this year. If you don't have enough, you can purchase them with cash.

Access: 10 minutes on foot from Matsuyama City Station on the Iyotetsu Line, 15 minutes on foot from JR Matsuyama Station

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Enjoy your own October 1st "Sake Day"

Some toast at home in a relaxed atmosphere, some with close friends at a favorite bar, and some at events where everyone toasts together.

Let's all enjoy a toast with sake on "Sake Day" on October 1st this year!