In 2024, the export value of Japanese sake surged to an all-time high of 43.5 billion yen, with 3.45 million cases (equivalent to 9 liters per case) shipped to a record-breaking 80 countries and regions. Both the export value and volume saw a 6% year-on-year increase, with the average unit price reaching 1,050 yen per 750ml bottle. This growth reflects a broader global appreciation for premium sake, with the number of export destinations growing by 19 and the average unit price rising by 26% compared to 2020.
The increasing interest in sake was underscored in November 2024, when, for the first time in the history of the European, Middle Eastern, and African Sommelier Championship, a question about sake was included in the competition’s final round. Sommeliers are now emphasizing the versatility of sake, highlighting its casual drinkability alongside its unique appeal.
As part of efforts to deepen global understanding of sake, the Japan Sake and Shochu Makers Association organized a special brewery tour in January 2025 for prominent wine experts from around the world. These experts, who are positioned to influence international wine culture, visited Japanese sake breweries in Niigata and Gunma Prefectures to gain firsthand knowledge of sake production. Niigata, home to the most sake breweries in Japan, and Gunma, known for its innovative sake like bottle-fermented sparkling varieties, provided a rich backdrop for the tour.
Sören Polonius, Co-Director of the Exam and Education Committee of the Association de la Sommellerie Internationale, commented on the significance of the tour, stating, “This visit was crucial in understanding the different brewing styles. Both large and small breweries offer unique solutions and techniques, which shows the diversity within the sake industry.”
The group also visited the Niigata University Sakeology Center, where they participated in sensory training and studied various sake flavors. Tiago Paula, President of the Portuguese Sommelier Association, praised the scientific approach to sake education, calling it a key to enhancing international recognition.
Experts were particularly impressed by sake’s balance, with its low acidity and natural umami making it a versatile beverage. Vincenzo Arnese, a top sommelier in the UK, noted that sake’s smooth, all-purpose nature allowed it to pair well with a wide range of dishes. He also pointed out the absence of added sulfur dioxide, which contributed to its softer mouthfeel compared to other beverages.
However, there was a consensus that sake’s diversity remains underappreciated outside Japan. Alicia Ahuactzi Martinez, a 2024 Mexico Sake Academy winner, noted that many people mistakenly associate sake only with its ginjo aroma, overlooking other varieties like honjozo, aged sake, and namagenshu. Almudena Alberca, Spain’s first female Master of Wine, echoed this sentiment, urging the promotion of sake’s rich production processes, diverse flavors, and wide-ranging food pairings.
Since returning to their respective countries, the wine experts have already begun working on initiatives to further spread sake’s appeal. Vincenzo Arnese is exploring partnerships with the UK Sommelier Academy to enhance sake knowledge, while Polonius is developing a blind tasting grid for the Association de la Sommellerie Internationale to boost sommeliers’ interest in sake. Alberca plans to focus on educational outreach within the sommelier and Master of Wine communities.
In another milestone for Japanese sake, the “Traditional Knowledge and Skills of Sake-Making with Koji Mold in Japan” was inscribed on the UNESCO Intangible Cultural Heritage list on December 4, 2024. This recognition is expected to further fuel global interest in sake, which combines traditional methods and cutting-edge techniques. The Japan Sake and Shochu Makers Association aims to build on this momentum, encouraging a wider audience to appreciate and share the unique appeal of sake.
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