Setouchi Co., Ltd. (headquartered in Takamatsu, Kagawa; CEO: Shingo Tajima) is launching a craft beer inspired by white cats called "SETOUCHI SHIRONEKO WEIZEN" on January 22, 2026, ahead of "Cat Day" on February 22.
In addition to the fun of customizing the label with drawings to match your own cat, a portion of the sales will be donated to a cat rescue cafe. The company is also running an SNS campaign to expand support for cat rescue activities with cat lovers.
Why a White Cat?
"SETOUCHI SHIRONEKO WEIZEN" was created by a cat-loving staff member who lives with four rescue cats and wanted to "make cats happy through beer."
Weizen is a type of wheat beer originating from Germany, characterized by its fruity and mellow flavor, making it a highly popular style.
It is also called Weissbier, with "weiss" meaning "white" in German, which inspired the white cat design.
Customize with Drawings to Transform into Your Cat
Many people may think, "My cat isn't white," so why not customize it by drawing on the label with a marker to make it look like your own cat?
The label shown in the photos was customized to resemble a black and white tuxedo cat encountered on Sanagi Island in Kagawa Prefecture during a photo shoot.
The label can be cleanly removed, making it perfect for pasting in notebooks or elsewhere.
Portion of Sales Donated to Cat Rescue Cafe
While the number of cats euthanized has been decreasing year by year, it is still far from insignificant.
As a step toward making cats happier, the company considered supporting rescue activities by donating a portion of SETOUCHI SHIRONEKO WEIZEN sales.
They reached out to Catloaf, a cat rescue cafe in Takamatsu, Kagawa. Catloaf houses nearly 50 cats that have been rescued for various reasons and are looking for adoptive families.
Gift Campaign
An Instagram campaign is being held where participants can win SETOUCHI SHIRONEKO WEIZEN by posting photos of their house cats or stray cats with the hashtag "#しろねこビール" (White Cat Beer).
Campaign Period: January 23 (Fri) to February 2 (Mon), 2026
■Instagram | @setouchi_beer
Product Information
- Product Name: SETOUCHI SHIRONEKO WEIZEN
- Style: Weizen
- Alcohol Content: 5.5%
- Volume: 350ml
- Storage: Refrigerated
- Price: ¥800 (tax included)
The image of a white cat is expressed through the gentle color of Weizen and its smooth mouthfeel.
Features a soft texture derived from wheat malt and a banana aroma characteristic of Weizen yeast, creating a fruity flavor.
A subtle acidity provides an accent, with a crisp finish.
Serving at a slightly higher temperature allows you to enjoy the richer aroma.
How to Purchase
Available from January 22 at retail locations and online.
Customers purchasing "SETOUCHI SHIRONEKO WEIZEN" from the online store will receive an original sticker. Available while supplies last, so be sure to check early.
Online Store
Retail Location
SETOUCHI BEER Brewery with Tap Room "Riverside 351"
3-5-1 Matsushima-cho, Takamatsu, Kagawa (Google Map)
This craft beer makes a perfect gift not only for craft beer enthusiasts but also for those who love cats.
On February 22, "Cat Day," celebrate the happiness of living with cats and savor this joy together with them.
The time spent enjoying beer can become an opportunity to connect with compassion for cats.
■Instagram | @setouchi_beer
■ONLINE STORE | https://setouchi-beer.com/
