The Iyo tangerine, a native Japanese citrus variety, has been cultivated since 1888 (Meiji 22). Despite its fragrant aroma and rich flavor, its production has been steadily declining in recent years due to modern consumer preferences for convenience, as its thick and hard-to-peel skin makes it less appealing.

Inoue Orchard in Imabari, Ehime Prefecture, grows these Iyo tangerines organically, reviving abandoned citrus farms that were left uncultivated due to decreasing citrus consumption. The orchard is also committed to welcoming new farmers and passing on sustainable agricultural practices.

Using a unique pressing method that enhances not only the natural sweetness but also the bitterness of the fruit, Inoue Orchard transforms its Iyo tangerines into juice. This is then blended with pure rice sake and bottled directly at the brewery, creating the liqueur "Numa Shibori."

The name "Numa" comes from the old provincial name for northern Ehime, including Imabari, symbolizing a connection to the spirit of the land. This newly crafted fruit liqueur embodies the hope of revitalizing Setouchi agriculture and promoting sustainable farming practices for the future.

The label design captures the bursting juice of the Iyo tangerine, with its vibrant citrus hues standing out against a deep black background.

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