About Niigata Prefecture
Niigata Prefecture, located along Japan's western coast in the Chubu region, embodies a harmonious blend of natural beauty and cultural richness. Facing the Sea of Japan, Niigata is defined by its expansive coastline, lush rice fields, and picturesque mountains, which make it one of the country’s most scenic prefectures.
Known for its historic role in rice cultivation, Niigata has earned a reputation as Japan’s “rice capital,” producing some of the finest rice in the nation, particularly the renowned Koshihikari variety. This tradition in rice farming extends to the region's celebrated sake breweries, where pristine mountain water and expert craftsmanship result in some of Japan's finest sake. Beyond agriculture, Niigata is home to vibrant festivals, including the Niigata Festival and the Nagaoka Fireworks Festival, both beloved for their lively atmosphere and grand displays. Landmarks such as Yahiko Shrine, a revered Shinto site, and the natural hot springs of Echigo-Yuzawa draw visitors year-round, offering a taste of the region’s spiritual and restorative heritage. The prefecture balances its rural charm with modernity through thriving industries in manufacturing and trade. Niigata City, the region's largest urban center, is a hub of innovation while retaining close ties to its traditional roots. With its distinctive seasonal beauty and deep cultural legacy, Niigata Prefecture remains a captivating destination that celebrates both its agricultural heritage and its progressive outlook on the future.
About Echigo Brewery
Founded in 2000 by the renowned snack company Bourbon, this brewery emerged after Uehara Brewery—creators of the celebrated Echigo Tsurukame sake—obtained brewing licenses in 1995, marking Japan's first licensed craft beer producer.
In 1994, Japan’s liquor tax law was revised, reducing the minimum production volume for a brewing license. This change allowed small breweries to flourish, and Echigo Beer proudly opened the country's first brewpub. As Japan’s pioneer in craft beer, we’ve been at the forefront of the industry ever since. As Japan's first craft brewery, we've proudly led the industry ever since.
The story of Echigo Beer began with its founder, a former stage actor in Europe during the late 1970s and 1980s. While performing in theaters across Rome and studying the art of clowning and dance, he fell in love with the rich beer culture of Germany, frequently visiting Regensburg. Inspired, he dreamed of bringing this culture to Japan from his home in Niigata.
The iconic smiling goat on our label, symbolizing vitality, harvest, and prosperity, was lovingly illustrated by his German artist partner, capturing the spirit of Echigo Beer. Today, we honor his vision by bringing bold and vibrant expressions to Japan’s beer landscape—and to your table. Here, every member of our team passionately shares in this vision, each adding their own unique touch to the ongoing story of Echigo. And as we celebrate our journey, we’re honored to be part of yours.
