Matsui Shuzo Gomei Kaisha, based in Kurayoshi, Tottori Prefecture, is launching the Tottori Beer series exclusively within Tottori. The lineup consists of Gold, Silver, and Beige, with sales scheduled to begin gradually around September 10, 2026, at supermarkets, liquor stores, souvenir shops, and other retailers across the prefecture.

The series is designed as an easy-drinking beer range for everyday meals. Under its philosophy of bringing happiness through alcohol production, Matsui Shuzo has spent approximately three years developing beer. The company combines its brewing experience with techniques refined through whisky production to create a new local standard for Tottori residents and visitors.

Tottori Beer Gold is a lager focused on rich malt character and a refreshing finish. Made with malt and hops, it has an alcohol content of 5%, comes in a 350ml can, and has a suggested retail price of 250 yen before tax.

Silver is also a lager, highlighting concentrated malt flavor, a clean finish, and a crisp bitterness-free profile. It is 5% ABV and sold in a 350ml can for 270 yen before tax.

Beige uses wheat malt to create a softer mouthfeel while bringing out expressive hop aromas. It aims for a rich, layered flavor balanced by a clean, lingering finish. The 350ml can is 5% ABV and priced at 300 yen before tax.

Kurayoshi Distillery produces and sells a variety of spirits and fermented beverages, including whisky and beer, while expanding Matsui products named after local areas such as Kurayoshi, Tottori, and San’in in Japan and overseas. A tasting and sales event featuring all three beers is also scheduled for September 13 at Aeon Mall Hiezu in Tottori.