Watanabe Sake Brewery (Hourai)

Watanabe Sake Brewery makes the Hourai label in Hida Furukawa, a Gifu town framed by mountains and known for lattice-fronted merchant houses and white-walled storehouses along the Seto River. The company describes a brewing history of more than 150 years, while Hida’s tourism office identifies the shop building as a registered tangible cultural property. A visit therefore introduces both a producer and the historic centre of Furukawa.

The shop sells regular and seasonal lines, bottles exclusive to its direct store and water used in brewing. Its official page says some tastings are free, others are paid, and a coin-operated dispenser offers premium selections; availability can vary. Reviews describe a friendly welcome and samples of different styles, from lighter to more structured profiles, and appreciate staff explaining the differences. Visitors also note that a guided tour may not match every travel date.

The shop is open from 9:00 am to 4:00 pm and is about a seven-minute walk from Hida-Furukawa Station. Production tours are listed on weekdays and require advance booking; consulted pages show different terms and fees, so ask the brewery to confirm before planning a trip around the tour. Tasting in the shop is not the same as entering the production area: do not assume factory access without a confirmed reservation.

From the station, the walk passes through Ichinomachi and can be combined with the Seto canal, merchant houses and the Furukawa Festival Exhibition Hall. Visitors who do not drink alcohol can still browse the shop and its products; the brewery also makes its brewing water available. Drivers should use the municipal parking listed by the brewery, as there is no private lot on site. It is a good stop for learning about local sake at a relaxed pace, not an impromptu factory tour.