nondo Co., Ltd.

Tono City, the first officially designated doburoku (unpressed sake) special zone in Japan, is home to the 100-year-old inn “Toono.” The fourth-generation owner, Yotaro Sasaki, began brewing doburoku while teaching himself how to cook. After more than a decade of trial and error, he succeeded in creating a refined and elegant flavor that sets his doburoku apart from the conventional kind.

In addition to doburoku, he also explores a wide range of fermented foods. Through this journey, he has mastered aging techniques and now also produces dried meat, salami, cheese, vinegar, and more. In September 2011, he opened “Toonoya YO” next to the inn, a one-group-per-day auberge-style accommodation.

His vision is to shift from the era of “eating rice” to “drinking rice”—a world where people can enjoy rice daily in a delicious and reassuring way. “At nondo, we grow rice using natural farming methods that respect the soil, and we create additive-free rice beverages that are gentle on the body,” he says.

From innovative doburoku crafted with a variety of brewing techniques to the “Gonge” series made with rice bran, this revolutionary presence in the industry continues to draw attention.