Hiizuru Craft Mitsuzousho Craft Tonic Bar Grand Opening in Tokyo's Machiya

Opening in Childhood Memory Land, Machiya

Representative Takahashi chose to open in Machiya because of his childhood memories of the area.

This stems from memories of his grandfather's confectionery company, which operated shortly after the war.

At that time, the confectionery company had its headquarters and factory in Umejima, Adachi Ward, and a warehouse in Nezu, Bunkyo Ward.

As a child, Takahashi frequently traveled this Machiya route with his grandfather on a truck.

This land is an important place connected to the origin of Takahashi's business.

Grandfather's Philosophy and "Syrup Potential" Led to Craft Tonic Development

During his time working at a commercial liquor store, Takahashi was fascinated by the depth of tonic water after hearing the rebellious words "tonic water doesn't sell."

Later, through his work at a soft drink (syrup) company, he realized the potential of syrup as "the foundation of taste preferences," and decided to "try making craft tonic with syrup."

He launched the "craft tonic" development project, utilizing his time at home during the COVID-19 pandemic.

Development Wall: "Quinine" Problem and Decision to "Redefine" Based on Grandfather's Teachings

After starting the development project, he faced a wall where quinine, the core component of tonic water, was difficult to use due to Japanese regulations.

He struggled with the question, "Can it be called tonic without using quinine?"

At that time, he remembered an episode where his grandfather, after the war, "redefined expensive chocolate so that it could reach anyone in the form of confectionery."

Strongly influenced by this philosophy, Takahashi decided to "redefine tonic water without sticking to quinine and create unique value."

Childhood Memories Became Breakthrough: Expressing Unique Bitterness with Niigata Hops

After deciding to "redefine tonic," he searched for alternative bitter components.

During cleanup when his family home in Kawaguchi City, Saitama Prefecture was being renovated, he vividly remembered the "bitter" aroma of hops wafting from a beer factory through his childhood window, and had a flash of inspiration: "This is it!"

He explored domestic hop farmers and adopted hops from Niigata.

He established the individuality of craft tonic with bitterness replacing quinine.

At this point, the number of trial productions exceeded 108 times, and it was completed as a crystallization of enthusiasm.

First craft tonic gin and tonic served outside family

First craft tonic gin and tonic served to someone other than himself and his family

Story-Driven Concept Imagining Bar Culture in Isolated Japan

The store name "Hiizuru Craft Mitsuzousho" and brand name "Hiizuru Craft Tonic" originated from a project called "Craft Tonic Water of the Land of the Rising Sun" that representative Takahashi started as a hobby.

This was inspired by creating homemade tonic water by setting up a fictional story: "If Japan had continued its isolation policy, how would they have independently recreated the taste of the admired gin and tonic?" This helped determine the flavor direction.

At the eat-in bar attached to the store, you can taste the deep flavor created by hops, beet sugar, lemon, lime, jabara, and several other botanicals.

Recommended menu item: Mitsuzousho's Gin & Tonic

Recommended menu: Mitsuzousho's Gin & Tonic

Bottled Hiizuru Craft Tonic

Bottled "Hiizuru Craft Tonic"

Menu Development Using Waste from Manufacturing Process

As the name "Mitsuzousho" (honey manufacturing plant) indicates, they pursue a commitment to making syrup.

In addition to cocktails and soft drinks using craft tonic, they also offer unique menu items such as "Kuro Lemonade," made by soaking lemon and lime residue from the manufacturing process in brown sugar syrup, utilizing ingredients without waste and valuing a sustainable perspective.