Murakami, snow-deep, northernmost
A Maison
of Terroir.
Maison de Thé Japonais — Né à Murakami
A snow-deep land at Japan's northern edge — and a non-alcoholic Maison composed from its soil, its wind, and the hands that stand among them.Reception ahead of the Premier service opening is by inquiry.
Anticipate the 2026 Launch
Be the first invited when the Maison opens.
Join the allocation list.
- ·Priority invitation at the opening
- ·First refusal on limited editions and special releases
- ·Seasonal letters (the Maison's journal, ahead of publication)
Terroir × Non-Alcoholic
Place composes taste
Soil. Wind. The hand that stands among them. All of it becomes taste — this is what wine has long called terroir. We carry that inheritance, intact, into a non-alcoholic Maison.
Open the bottle, and the score begins.
Four Lines
The Collection
Tea · Herbal · Fruits & Veg · Infusion
Four lines, each with its own role within the course. Editorial details — terroir, sensory characters, pairings — on the Collection page. Detailed lineup is being prepared for the 2026 launch.
Frequently Asked
Questions, frequently asked
Where is the Maison based?
Murakami, Niigata Prefecture — Japan's northernmost tea region. Through deep-snow winters, growers here have kept tending tea; the warmth of those hands is where our questions find their answers. The operator, Sun&R.Lab LLC., is registered in Niigata City; the Maison's terroir base is Murakami.
How is NEIGE & THÉ pronounced?
Neige et Thé — French for snow and tea. The name binds the terroir of Murakami's northern frontier to Japan's tea inheritance in a single breath. The canonical written form is uppercase with an ampersand and an accent on É: NEIGE & THÉ.
What is the Discovery phase?
The phase before Premier service. Through 2026 we are weaving relations slowly — listening to growers, makers, sommeliers, and chefs while we tend the Maison's design language. Rather than naming validation or precedent, we speak in the present continuous: we are tending, weaving, listening.
When does Premier service launch?
Premier service: 2026 (Discovery phase). The exact opening will be shared once the season and our growers' preparations align. Those who have placed their name on the allocation list will be invited first.
Are NEIGE & THÉ beverages alcoholic?
No. NEIGE & THÉ is a non-alcoholic Maison. Our north star is the shift from "unable to drink" to "choosing, intentionally, not to" — placing non-alcoholic on the floor of luxury hospitality as an equal experience.
How do I learn when Premier service opens?
Place your name on the allocation list. You will receive priority invitation at the opening, first refusal on limited editions and special releases, and seasonal letters from the field — the Maison's journal, ahead of publication.
Is the Maison open to visitors?
During the Discovery phase, the Murakami terroir base receives guests by appointment only. We are weaving conversations one by one with co-creators — sommeliers, chefs, hospitality partners. Reach out via the contact page and we will continue the relation from there.