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伊予柑酒「怒麻しぼり」
瀬戸内の柑橘農業を次世代へ繋ぐために
1888(明治22)年より栽培されてきた日本の在来柑橘・伊予柑。香り高く滋味に富みながら、簡便さを求める消費傾向の今、外皮が固く剥きにくいという理由で生産量は減少の一途をたどっています。
愛媛県今治市の井上果樹園は、そんな伊予柑をはじめとしたフルーツを無農薬で栽培し、柑橘の消費減少で耕作放棄されていった園地を再び甦らせ、新規就農者の受け入れに取り組んでいます。
その井上果樹園の伊予柑を、甘味だけでなく苦味も生かす独自の搾り製法でジュースにし、蔵元直詰で純米酒と和したリキュールがこの「怒麻(ぬま)しぼり」です。
「怒麻」は、今治をはじめとする愛媛県北部の旧国名。土地の精神を受け継ぐ名を冠し、瀬戸内の農業再生と持続可能な農法を未来へつなぐ願いを新しく生まれたこのフルーツリキュールに込めています。
ラベルには、ほとばしる果汁をデザイン。黒い背景に伊予柑の色彩が浮き上がります。
Iyo Tangerine Liqueur "Numa Shibori"
Connecting Setouchi's Citrus Farming to the Next Generation
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.
Design: Iwata Kazunori
Photo: Iwata Kazunori
Copywriting: Tamio Arisaka
Client: Cumbrains
2019
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