[Saga/Ureshino] Sake Loved by Douglas Mac Arthur! Innovating with Youthful Energy, "Azumacho"

Ureshino’s Sake Brewery, Seto Shuzo
A Luxurious Sake Brewing Tour and Tasting (1.5 hours)

Observe Seto Shuzo’s special brewing methods
Delivery note from when it was a designated GHQ product
Learn about sake brewing using all five senses
State-of-the-art machinery stands inside the 100-year-old warehouse

Seto Shuzo* is located in the Shiota district of Ureshino City and is famous for being one of Douglas MacArthur's favorite sakes. On this tour, visitors will be able to enter Seto Shuzo, a place usually off-limits to brewery outsiders. Heita Seto, the 9th generation head of Seto Shuzo, will guide guests through the brewery and teach about the brewing process, types of sake, and characteristics that make Seto Shuzo unique. Inside the over 100-year-old brewery, guests will be able to see large, state-of-the-art equipment lined up. A true sight to behold! After the brewery tour, enjoy tasting a selection of Seto Shuzo’s recommended sakes in luxurious Riedel glasses. *Shuzo means sake brewery

  • Observe the sake-making process with easy-to-understand explanations
  • A master brewer will personally guide you on the tour, so you can hear their thoughts and stories about the brewing process
  • Tour an archived collection of important sake brewing tools that have been passed down from generation to generation
  • Taste a variety of Seto Shuzo sakes using Riedel glasses
  • After the tour, feel free to purchase Seto Shuzo sake
Seto HeitaGuide, Seto Shuzo Executive Director
Destination Info

“Azumacho”, Praised for Being “Worthy of the Ruler of Eastern Japan”

Seto Shuzo is located in the quiet countryside of Shiota-cho, Ureshino City, and was founded in 1789. It is said that Takashi Hara, who created Japan’s first political party cabinet, named it “Azumacho” for its refreshing taste and ease of drinkability. He praised it for being “worthy of the ruler of Eastern Japan.”

Later, just after the end of the war in 1945, this sake happened to catch the eye of General Douglas MacArthur at a party hosted by the GHQ (General Headquarters). Upon enjoying the sake so much, Azumacho soon became a GHQ-designated product.

Azumacho’s unique characteristic, is its fine sweetness that makes the most of the flavor of rice. All Amzumacho sake, from premium Daiginjo to regular Honjozo, is made with locally grown rice from Saga Prefecture and is brewed in a three-stage process.

Outside of Seto Shuzo

Program Contents

Observe the Sake Brewing Process

Visitors will learn about the sake brewing process as they tour the inside of the large brewery. They will be able to engage their senses as they touch the milled rice, smell the aroma of the yeast mash from an open tank, and observe the automatic movement of the machine’s paddles. During the tour, the guide will teach about Seto Shuzo’s passion for and commitment to sake brewing.

Tour with easy-to-understand explanations

Touch and learn about the different materials

Sake Brewing Museum Tour

Visit an archived collection of sake brewing tools that have been carefully preserved for generations.
The tools allow visitors to imagine how sake brewing was done in the past and understand how difficult the work was.

Porcelain sake bottles with a sense of history

Learn about historical sake brewing from the tools

Sake Tasting in Special Wine Glasses

Inside the historic brewery, visitors can sample various types of Seto Shuzo sake using special Riedel glasses. During the tasting, the brewery master will explain the different characteristics of each sake and the secrets behind its production.

The brewery master shows how to taste using Riedel glasses

Taste different Azumacho sakes




Request type: Please send us your preferred dates using the inquiry form. We will check availability and get back to you.

Only available from November to April.


1.5 hours


Check in.

Introduction and brewery tour.

*We ask that you wear a disposable hat, coat, and slippers.

Tour the collection of archived tools.

Sake tasting using Ridel glasses.

Program end. Shopping time for those who wish.

Nearby Recommendations

*Close to Seto Shuzo is the Yutoku Inari Shrine, Hizen Hamashuku historic townscape, and Ureshino Hot Spring Resort. Please stop by and visit if you have the chance!




Minimum 2 people / Maximum 10 people

If you wish to participate in a group of more than 10, please contact us for details.

Meeting Location
Seto Shuzo
3117 Shiotacho Oaza Gochoda, Ureshino, Saga 849-1425
Ureshino IC – 18 minutes by car
Takeo Kita IC – 18 minutes by car
Hizen-Kashima Station – 8 minutes by taxi
Takeo Onsen – 16 minutes by taxi
Reservation Deadline
10 days prior to the experience
Payment Method

Advance payment by credit card via the application form(VISA,Master,Amex,JCB)


Please wear flat shoes (no heels) as the brewery has uneven floors. You will be asked to wear a disposable hat, coat, and slippers during the tour.

  • This is a program where guests arrange transportation themselves to and from the meeting place.
  • UNA Laboratories staff do not accompany guests on this program.
  • This program will be held even in the event of rain, except in cases of severe weather such as typhoons or torrential rain. 
  • All photos are for illustrative purposes only.
  • Drivers are not allowed to participate in the tasting.
  • Pets are not allowed.
  • Those under 20 years old are not allowed to participate.
  • We will take your temperature at the entrance. Those with a fever of 37.5 degrees Celsius or higher may be asked to refrain from participating.
  • This tour may be canceled in the event that its smooth implementation becomes difficult due to the COVID-19 pandemic. In the event of cancellation, the tour fee will be fully refunded.
  • We recommend participants purchase domestic travel insurance for the tour.
Cancellation Policy
  • Cancellation from 3 days prior to the tour to the day before: 50% of the tour fee
  • Cancellation on the day of the tour: 100% of the tour fee
  • No-show or cancellation after the start of the tour: 100% of the tour fee

Travel Planning: Implementation

  • UNA Laboratories Inc. (Fukuoka Prefectural Governor Registration #2-951)
  • 3-12-22-302 Yakuin, Chuo-ku, Fukuoka-shi, Fukuoka Prefecture 810-0022
  • TEL: 092-982-7956E-MAIL:
  • Domestic Certified Travel Supervisors:
    Aya Tamura, Noriko Yahata, Rei Watanabe
  • Business Hours:
    9:00 a.m. to 5:00 p.m. Monday through Friday (Closed Saturdays, Sundays, and Holidays)
  • *Requests received outside of business hours will be processed the following business day.
  • *Domestic Certified Travel Supervisors are responsible for transactions held at the sales office that processes customers’ travel. Please do not hesitate to contact the aforementioned Domestic Certified Travel Supervisors with any questions or concerns regarding the travel contract.

Tour Information

Request type: Please send us your preferred dates using the inquiry form. We will check availability and get back to you.
Only available from November to April.
1.5 hours
Recommended Age
Over 20 years
5,500yen (tax included)
※ Included in the price: brewery tour, tasting