Zojirushi Launches Craft Beer "Zou no Mai" Made from Upcycled Rice Used in Rice Cooker Testing
Zojirushi Corporation has commercialized a craft beer called "Zou no Mai," made from rice used during rice cooker testing. This initiative represents the company's commitment to creating a circular economy and sustainable society.
The beer concept is "bringing surprises to everyday life and letting customers feel the story behind the beer." It features citrus hop aromas and a crisp taste with reduced bitterness, designed to pair well with Japanese cuisine and bring enjoyment to daily dining.
The name "Zou no Mai" expresses both the deliciousness ("so good that elephants dance") and the beer's rice origins (mai means rice in Japanese).
The product is manufactured by Echigo Beer Co., Ltd., known as Japan's first craft beer brewery. Sales will begin March 10, 2026, through Zojirushi Fresco Corporation, the sales company of the Zojirushi Mahōbin Group.
Product Overview
| Item | Details |
|---|---|
| Product Name | "Zou no Mai" |
| Sales Region | Nationwide |
| Release Date | March 10, 2026 |
| Volume | 350ml |
| Price | Open pricing |
| Alcohol Content | 4.5% |
| Beer Type | Golden Ale |
| Shelf Life | 8 months |
| Manufacturer | Echigo Beer Co., Ltd. |
| Production Factory | Nasu Factory |
| Product Page | https://www.zojirushi.co.jp/life/ricelab/zonomai.html |
About Echigo Beer Co., Ltd.
Company Name: Echigo Beer Co., Ltd.
Location: 2 Matsuyama, Nishikan-ku, Niigata City, Niigata Prefecture
Representative: Makoto Abe
Established: May 2000
Capital: 100 million yen
Website: https://echigobeer.com/index.php
Zojirushi's Rice Upcycling Activities
During rice cooker product development, Zojirushi repeatedly cooks and tastes rice in pursuit of perfect flavor. This process inevitably produces leftover rice that cannot be consumed. Previously, this test rice was composted, but it became an internal challenge to find better use for this "wasted" rice.
To address this, Zojirushi launched its "Rice Upcycling" initiative, transforming leftover test rice into products with new value. Through collaboration with various companies, the company has released antibacterial wet tissues, craft beer "Hare to Ho," and rice koji fermented sweetener "Orize Sweetener" since 2021.
