Tenjin-Bayashi - Specially Brewed Sake

Alongside the Echigo-Tsumari art triennial 2009, a regional specialty was redesigned to increase sales to visitors. The Echigo-Tsumari district is famous for brewing sake. Tenjin-Bayashi sake is named after an ancient song celebrating abundant crops; the challenge was how to presentthe character of the sake against a cultural backdrop. White or coloured paper string packing patterned with Mizuhiki, usually used for ceremonial gifts, was the solution to this problem. Tenjin-Bayashi in colourful, celebratory stripes had the appearance of a gift from nature. The bottlenecks were tied with plum blossom Mizuhiki, the crest of the god Tenjin.