01
Maison Brand
NEIGE & THÉ
A Maison brand grounded in terroir — the voice of the land and the work of the maker’s hand, held within a single drop as a non-alcoholic drink.
For partners, we also co-create bespoke Beverage OEM.
Accueil · Home
Sun&R.Lab LLC
A world in which abundance and well-being circulate,
through the power of connection.
Established November 2023 · Niigata, Japan
Rooted in terroir — from Niigata to the world.
2 yrs
to ~¥1B in revenue
Outcome achieved by a BizDev client (solar monitoring / demand forecasting)
90%↓
less labour to run
Headcount cut via industry-specific systems (to ~1/10 of before)
Michelin
★ venues served
Clients of the Non-Alcohol Agency business
11
systems delivered
Cumulative power-industry system builds
Activités · Three Businesses
Three businesses, one root.
With terroir at the core, we carry a region’s true worth to the world.
Different in expression — a single root beneath.
02
Non-Alcohol Agency
Non-alcoholic pairing
Walking alongside Michelin-starred restaurants and hospitality venues to deliver a new kind of experience through a non-alcoholic-pairing program —
across five areas, from attracting guests to monetisation.
03
Business Development
BizDev practice
Industry-specific systems engineering, zero-to-one venture creation, end-to-end product development, and global expansion with PR —
walking alongside a business across four service areas.
Sur-mesure · Beverage OEM
Your world, in a single glass.
Drawing on the Maison Brand practice, we co-create an original non-alcoholic drink true to your brand’s world.
La Terre · From the land
Some value can only
be born of one place.
Climate, culture and the work of people — beginning from terroir, from Niigata to the world.
La Racine · One Root
Three businesses,branches of a single root.
Maison Brand, the Non-Alcohol Agency and BizDev look different on the surface, yet the root is one. All three grow from terroir as a way of thinking, and the power of connection.
Le Lieu
Land — climate, geography and terrain; the conditions that can only arise in this one place.
La Culture
Culture — wisdom and sensibility handed down. Not imitation, but inheritance, renewed.
Les Gens
People — makers, receivers, connectors. Only through the three does it become value.
Philosophie · PMVV
Our philosophy.
Purpose, Mission, Vision, Values —
the single axis every business returns to.
Raison d’être
Purpose
To realise a world in which abundance and well-being circulate,
through the power of connection.
Mission
Mission
To explore the true worth unique to each region, elevate it into new value,
and offer the world fresh inspiration.
Vision
Vision
“Translating terroir to the world.”
We carry to the world the value born when a land’s character, climate,
culture and the work of its people become one.
Valeurs
Values
- Connection
- Circulation
- Co-creation
- Curiosity
- Smiles
Ensemble · Together
We walk alongside your vision.
We propose the form of support best suited to your phase and challenge.
Tell us where you are — let’s begin there.
Reply within 3 business days
Journal · The Notebook
Latest from the Journal.
Essays on terroir, founding notes and BizDev cases —
the thinking behind how we build our businesses.
Image · coming soon業界考察
·業界考察
The Five Axes of Pairing Design — Translating the Sommelier's Sensibility into the Non-Alcoholic
The role of the "sommelier", as defined by the Association de la Sommellerie Internationale (ASI), has in recent years shifted quietly — from a specialist in wine toward "a specialist who elevates the…
Read on·6 min
Image · coming soon事業紹介
·事業紹介
Hospitality, Accompanied — The Form of the Non-Alcohol Agency Business
Sun&R.Lab runs three businesses in parallel: the Maison Brand business (the product brand, NEIGE & THÉ), the Non-Alcohol Agency business, and the BizDev business. In this entry, we would like to write…
Read on·8 min
Image · coming soon戦略
·戦略
Inbound and the Non-Alcoholic — Weaving the Crossroads of Food and Travel
Inbound tourism, and the non-alcoholic beverage market. These two have, until now, most often been spoken of in separate contexts. Travel as the affair of the Tourism Agency, local governments, and th…
Read on·8 min
Questions Fréquentes · FAQ
Frequently asked questions.
What kind of company is Sun&R.Lab?
Sun&R.Lab LLC is a limited liability company headquartered in Niigata City, Japan. Founded in November 2023 and built around terroir as a way of thinking, it operates three businesses: the Maison brand (NEIGE & THÉ), a non-alcoholic-pairing consultancy, and BizDev (business and systems development). Its representative is Mitsuhiro Nakayama.
Where is the company based?
Our head office is in Niigata City, Niigata Prefecture, Japan. We are rooted in the Niigata region, with a mission to bring its distinctive terroir to the world.
What is NEIGE & THÉ?
NEIGE & THÉ is the terroir-based non-alcoholic beverage Maison brand operated by Sun&R.Lab. It holds the voice of the land and its makers within a single drop, aiming to offer an authentic taste and experience without alcohol. See https://neige-et-the.com/en for details.
What support does the BizDev business provide?
The BizDev business spans four service areas: (1) industry-specific systems development (for the power and logistics sectors), (2) zero-to-one new-venture creation, (3) product development including UI/UX design, and (4) marketing, PR strategy and global expansion. We walk alongside a business at every phase.
What is the non-alcoholic-pairing consultancy?
It is a consultancy that walks alongside Michelin-starred restaurants and hospitality venues to introduce non-alcoholic drinks. We support five areas — from attracting guests through to raising unit price and monetisation — helping design a new kind of customer experience.
How can I get in touch?
Please use the contact form on our website (https://sun-r-lab.com/en/contact) or email contact@sun-r-lab.com. We reply within three business days, and will propose the most suitable form of support for your phase and challenge.
Profil de la Société · Company profile
Sun&R.Lab LLC
- Société
- Sun&R.Lab LLC
- Founded
- Head office
- Niigata City, Niigata, Japan
- Representative
- Mitsuhiro Nakayama
- Activities
- Maison Brand / Non-Alcohol Agency / BizDev
- Maison
- NEIGE & THÉ ↗
- Details
- Full corporate profile →