April Fool's Day project by the long-established sake brewery, Se Ureshinoichi Sake Brewery in Ichinoseki City, Iwate Prefecture 　Egyptian Pharaoh Approved! Iwate Kura Beer" renamed "Egyptian Kura Beer" and released!

Se Ureshinoichi Sake Brewery Co. (Sechinichi Shuzo; located in Ichinoseki City, Iwate Prefecture; President: Wataru Sato), a long-established sake brewery in Ichinoseki City, Iwate Prefecture, will rename "Iwate Kura Beer" to "Egyptian Kura Beer" and release it as Pharaoh's Certified "Beer of Beginning" starting on April 1, 2024. *This is an April Fool's Day project.

Hajimari wa Egypt (Beer)

The beginning is important! That Pharaoh has certified it as Hajimari no Beer!

In the pursuit of deliciousness, Iwate Kura Beer was taught brewing by the Pharaohs of Egypt, the origin of beer, and ended up brewing the best beer that the Pharaohs recognized (the first beer brewed in the world)! From now on, "Iwate Kura Beer" is "Egyptian Kura Beer". Thank you very much for your cooperation.

https://www.sekinoichi.com/fs/sekinoichi/c/Aiprilfool2024

The Beginning

At Iwate Kura Brewery, the fourth generation, the factory manager, and the staff were discussing over drinks about brewing delicious sake and beer. How can we make good sake...how can we make better beer...we were seriously and passionately discussing this year.

The staff of Iwate Kura Brewery works hard at brewing every day. Our technical skills have improved, as evidenced by the fact that we have won first place in the World Beer Awards for three consecutive years. Even so, we are still struggling daily with our ambition to improve.

Iwate Kura Brewery staff researching delicious beer.

Brewers have serious discussions every day!

The basics are important!" "What are the basics? What is beer in the first place...?"

If we've made it this far, "The spirit and heart are important too," "Sake is also about faith, like paying a visit to Matsuo Taisha Shrine," but... "Beer is also about Bacchus, the God of Sake?

After much discussion, the staff prayed to Bacchus, the god of beer brewing.

The moment Bacchus came out and said he would grant our wishes, the staff of Iwate Brewery Beer were sucked into the light.

Wow"...the Iwate Brewery staff was thrown out into the desert.

We went back in time and ended up in ancient Egypt.

After wandering through the desert, they managed to reach the palace and asked the pharaoh to train them in beer.... The beer he brewed with great effort turned out to be delicious, and to his surprise, it became the beginning of the pharaoh's certification.

The staff of Iwate Kurabrewery praying to Bacchus, the god of sake.

Iwate brewery staff going back in time

Iwate Brewery staff wandering in the desert

Iwate Brewery staff making a request to Pharaoh

The staff of Iwate Kurabiru training

The staff of Iwate Kurabrewery being recognized as a pharaoh

Iwate Kura Brewery Beer... will change its name to "Egyptian Kura Brewery Beer" and release Pharaoh-certified "Beer of the Beginning" on April 1!

We brewed this beer in reference to the early beers of Egypt.

We added wheat and oats as ingredients, as well as a large amount of spices (coriander, cumin, cinnamon, and fennel), and only a small amount of hops since they were not available at the time.

The alcohol content was set at 7% (which according to the literature was higher than usual).

The beer was brewed with natural yeast.

Product Outline

Limited edition: 1,000 bottles

Yeast: Natural yeast

Alcohol content: 7%.

Ingredients: malt, wheat, coriander, cumin, cinnamon, fennel, hops

Price ： 660 yen (including tax)

Sales site ： https://www.sekinoichi.com/fs/sekinoichi/c/Aiprilfool2024

What is the April Fool's Day project of Iwate Kura Beer?

This beer is an April Fool's Day project.

Every year, Iwate Kurabrewery plans an April Fool's Day project to make everyone in the world laugh a little. We have been holding this event every year since 2020 with the hope that craft beer will make the world a little brighter.

(The past sites are also listed here.)

https://www.sekinoichi.com/fs/sekinoichi/c/Aiprilfool2024

Staff apologizing for lying

What is Iwate Kura Beer?

A beer brand launched in 1995 by Iwate Prefecture's sake brewer, Se Ureshinoichi Sake Brewery. Iwate Kura Beer is the result of the brewery's brewing techniques and the experience and knowledge of its brewers. The beer has won awards at many international competitions and has been highly acclaimed.

The factory manager, Takanori Goto, is certified as an Iwate Prefecture Young Master Craftsman.

In addition to our mission of bringing the best of Iwate to our customers through our beer, we also brew with the underlying philosophy of "aiming for the best sake that makes people happy. We brew with the philosophy of "aiming to be the best brewery that makes people happy.

Company Profile

Company name: Se-Ureshi-No-Ichi Shuzo Co.

Representative: Ko Sato, President and Representative Director

Location: 5-42 Tamura-cho, Ichinoseki, Iwate 021-0885

URL: http://www.sekinoichi.co.jp/

A long-established sake brewery founded in Ichinoseki City, Iwate Prefecture in 1918. The company culture of always challenging new things is full of venture spirit, despite being a long-established company.

We launched our beer business in 1955 under the brand name "Iwate Kura Beer. Although it is a small microbrewery with three employees, its quality is recognized worldwide and has won numerous awards at the World Beer Cup and World Beer Awards. Currently, the beer is in demand not only from beer bars in Japan, but also from around the world (the U.S., Singapore, Taiwan).

In addition to beer and sake brewing, Corona Disaster also started the development of craft cola and craft gin.