JAL, which has bases throughout Japan, has been continuously implementing regional revitalization initiatives (currently the “JAL Furusato Project”), and in August 2020 launched the “JAL Furusato Ambassadors,” cabin crew members selected through an in-house recruitment process who move to the area to promote initiatives in their respective regions. In December of the same year, JAL appointed “JAL Hometown Cheering Troops” who are involved in regional revitalization while serving on board. The aim is to develop products and solve regional issues for hometowns and other regions with which they have connections, utilizing the knowledge they have accumulated as flight attendants.
We spoke with Nanae Sato, a JAL Furusato Ambassador who is involved in the product development of craft lager in Yamagata.
–What can you tell us about your initiatives?
Hello everyone, this is Sato from JAL Furusato Ambassador Tohoku Branch.
In April of this year, I started the JAL Furusato Ambassador program based in Sendai, with the hope that more people will learn about the charms of my favorite hometown, Tohoku.
We are pleased to announce that Japan Airlines and JR East have teamed up to develop “Yamagata Prefecture Cherry Craft Lager,” a craft beer made from “out-of-spec cherries.
JAL’s Tohoku Branch, in cooperation with East Japan Railway Company (JR East), is working to solve regional issues and promote the attractiveness of the region in the form of the “Tohoku Co-Creation Project.
As the first step, we conducted 6th industry co-creation development, which resulted in the creation of this craft beer.
*For convenience of raw materials, the item is a sparkling wine.
Have you ever heard of the term “upcycling”?
Upcycling is the process of adding value to things that would normally be thrown away, and transforming them into new products. This craft beer was also born from the idea of upcycling.
Yamagata Prefecture is an undisputed fruit kingdom. In particular, Yamagata boasts the largest production of cherries in Japan, including Sato Nishiki and Beni Shuho.
The JAL Group has been assisting with cherry picking as part of its agricultural labor support program, and one day, out-of-spec cherries caught my eye.
Even with the cherries grown with great care by farmers, not all the harvested cherries are shipped to market.
Many of them are out of specifications because of small grains, pale color, twins or small blemishes, etc. A certain number of berries are lost despite the fact that their taste remains the same.
We started developing “Yamagata Cherry Craft Lager” with the thought, “Is there any way to let more people taste these cherries?” This was the starting point for the development of Yamagata Cherry Craft Lager.
–How are you involved in this effort?
I am in charge of product development and public relations for this project.
In June of this year, we actually participated in the selection and packing of cherries at a cherry farmer, and were able to get a feel for the issues at the production site and the thoughts of the farmers.
Based on these on-site observations, we had numerous discussions with the development team about what kind of flavor and packaging would better convey the appeal of Yamagata cherries, and participated in tastings of prototypes.
We are also working to disseminate information through SNS and other means so that as many people as possible can learn about the thoughts and stories behind the finished products.
In addition, a promotional video was shot to show the appeal of the product and the scenery of Yamagata. The video was shot in locations such as the “Delicious Yamagata Airport” and a cherry orchard, where the local climate can be felt, and the video is designed to convey the atmosphere and warmth of Yamagata.
–Please tell us about “Yamagata Cherry Craft Lager”.
Yamagata Cherry Craft Lager is an earth- and community-friendly craft beer that makes use of Yamagata Prefecture’s rich bounty without wasting any of it.
The raw materials used are out-of-spec cherries and surplus rice produced in Yamagata Prefecture. Cherries that have no taste problems but are not shipped are given a new lease of life.
One sip and the gorgeous aroma of cherries spreads softly, and the subtle sourness and sweetness are in perfect harmony. The fresh and fruity taste fills your mouth as if you were eating a freshly picked cherry.
When I first drank it myself, I was impressed by its gentle, fruity taste.
The package features a cute illustration of cherries, along with an airplane and a bullet train against the backdrop of Yamagata’s rich nature, making you want to go on a trip.
In addition, it is decorated with a logo commemorating the 150th anniversary of Yamagata Fruits, giving it a special touch.
This product will be available for pre-sale at Sake-no-Yamaya, stores at Sendai and Yamagata Airports, and Haneda Sanchaikan from August 26, and from September 9 at retail mass merchandisers and supermarkets nationwide, some NewDays stores, and Yamagata Shinkansen in-train sales (only on trains operating in-train sales).
Please refer to the product introduction page for detailed sales outlets. The sales period is limited, so please purchase as soon as possible.
We hope you will enjoy this “tasty and gentle cup” that not only tastes great, but also allows you to feel a connection with the local community.
–What is your message to travelers?
Tohoku is a region full of attractions that will fill your heart with its rich nature, delicious food, and seasonal events. Yamagata Cherry Craft Lager” is a special bottle of “Yamagata Cherry Craft Lager” born in Tohoku, filled with farmers’ wishes and the bounty of nature.
How about a gift or souvenir for your family and friends, or a little treat for yourself? We hope this drink will be a trigger for you to want to go on a trip.
We hope that one day you will visit Tohoku and Yamagata and experience the beautiful scenery and the feelings of the people who live there. We look forward to seeing you all in Tohoku.
© Source travel watch