Matsui Shuzo launches a commercial lager at 398 yen per liter, aiming for nationwide rollout from Tottori
Matsui Shuzo Gomei Kaisha (Kurayoshi City, Tottori Prefecture) announced on January 23, 2026 that it will begin offering its commercial beer, "MATSUI TOTTORI BEER." It is introducing a limited-time price of 398 yen per liter (3,980 yen for 10 liters, before tax), starting with restaurants in Tottori Prefecture and aiming to expand nationwide in the future.
Hop BroMatsui Shuzo in Tottori started its commercial lager, "MATSUI TOTTORI BEER," on January 23, 2026! And the limited-time price of 398 yen per liter, or 3,980 yen for 10 liters, before tax, is seriously eye-catching.
MugiWhat, 398 yen per liter!? For a craft-beer context, that's the kind of price that makes you do a double take!
Hop BroTo start with, it's for restaurants in Tottori Prefecture, and the kegs come in three sizes: 5L, 10L, and 20L. It's designed so shops can choose based on their turnover, which feels very practical.
MugiI see! But if it's cheap, I can't help wondering about the taste... what kind of beer is it?
Hop BroThat's the key point: no adjuncts. It's a true lager brewed only with malt, hops, and water. In other words, it's designed to be easy to keep drinking with food.
MugiNo adjuncts? So what's so impressive about that? My brain is only seeing foam right now!
Hop BroSimply put, it means they aren't masking it with extra sweetness or aroma, but competing on the balance of malt and hops. Because it's fermented cleanly with lager yeast, it doesn't get in the way of the food.
MugiWhat! That sounds like it would go with fried chicken or sashimi! And is it easy for restaurants to introduce?
Hop BroThey'll provide server equipment on loan, original mugs, POP materials and menus, and even post-launch follow-up support free of charge. Backed by the production base at the Kurayoshi Distillery Beer Factory (Third Factory), they're aiming to balance price and stable supply. They're also planning bottled beer, chu-hi kegs, and highball kegs, so it's easy for shops to standardize their drink lineup.
MugiA rollout nationwide from Tottori is really interesting! Hop-nii, let's toast with a "MATSUI TOTTORI BEER" for our next drink!
Pricing appeal and launch support offered as a package
The centerpiece of this announcement is the limited-time price of 398 yen per liter (3,980 yen for 10 liters, before tax). The initial target is restaurants and bars in Tottori Prefecture. Three keg sizes are available: 5L, 10L, and 20L, giving businesses a setup they can choose based on store size and table turnover.
In addition, the company says it will provide server equipment loans, promotional support such as original mugs, POP materials, and menus, as well as post-launch follow-up support free of charge. The defining feature is that this is not just a discount, but a proposal for commercial customers that includes operational support as well.
The beer itself is a lager with no adjuncts
According to Matsui Shuzo, "MATSUI TOTTORI BEER" is a true lager brewed only with malt, hops, and water, with no adjunct ingredients. While emphasizing price competitiveness, the company is aiming for a beer designed to be easy to keep drinking with food.
Going forward, the lineup is also planned to include bottled beer in large, medium, and small sizes, as well as chu-hi kegs and highball kegs. This suggests a strategy aimed at making it easier for restaurants to consolidate their drink lineup with a single supplier.
From Kurayoshi's brewing base to the commercial market
Matsui Shuzo was founded in 1910. Based in Kurayoshi City, Tottori Prefecture, it has developed a comprehensive liquor business including whisky. On its corporate information page, the company states that its Kurayoshi Distillery Beer Factory (Third Factory) is located in Fukuba-cho, Kurayoshi City.
The company plans to apply the quality-control expertise it has built through whisky production, along with the production capacity of its new factory, to its beer business in order to achieve both stable supply and competitive pricing. With raw material and logistics costs continuing to rise, the key question now is how far it can expand adoption in the commercial beer market.
References:
- https://matsuiwhisky.com/20260123press/
- https://matsuiwhisky.com/company/corporate/
- https://matsuiwhisky.com/matsui-beer/
Information may be inaccurate. Please refer to the brewery’s official channels for the latest details.
Hop BroMatsui Shuzo in Tottori started its commercial lager, "MATSUI TOTTORI BEER," on January 23, 2026! And the limited-time price of 398 yen per liter, or 3,980 yen for 10 liters, before tax, is seriously eye-catching.
MugiWhat, 398 yen per liter!? For a craft-beer context, that's the kind of price that makes you do a double take!
Hop BroTo start with, it's for restaurants in Tottori Prefecture, and the kegs come in three sizes: 5L, 10L, and 20L. It's designed so shops can choose based on their turnover, which feels very practical.
MugiI see! But if it's cheap, I can't help wondering about the taste... what kind of beer is it?
Hop BroThat's the key point: no adjuncts. It's a true lager brewed only with malt, hops, and water. In other words, it's designed to be easy to keep drinking with food.
MugiNo adjuncts? So what's so impressive about that? My brain is only seeing foam right now!
Hop BroSimply put, it means they aren't masking it with extra sweetness or aroma, but competing on the balance of malt and hops. Because it's fermented cleanly with lager yeast, it doesn't get in the way of the food.
MugiWhat! That sounds like it would go with fried chicken or sashimi! And is it easy for restaurants to introduce?
Hop BroThey'll provide server equipment on loan, original mugs, POP materials and menus, and even post-launch follow-up support free of charge. Backed by the production base at the Kurayoshi Distillery Beer Factory (Third Factory), they're aiming to balance price and stable supply. They're also planning bottled beer, chu-hi kegs, and highball kegs, so it's easy for shops to standardize their drink lineup.
MugiA rollout nationwide from Tottori is really interesting! Hop-nii, let's toast with a "MATSUI TOTTORI BEER" for our next drink!