This exclusive event, priced at £75 (approximately 15,000 yen) with a capacity of 18 guests, attracted London's sake enthusiasts including sommeliers from Michelin-starred restaurants and sake bar owners, who fully experienced the charm of sake through pairings with creative appetizers.
The Current State of the Sake Market in the UK
The UK is one of the major export destinations for sake, with many sake importers active particularly in London. Despite being a country deeply rooted in wine culture, interest in sake continues to grow year by year, with increasing demand for high-quality sake.
While sake has widely penetrated London alongside Japanese cuisine, we believe the non-Japanese market still holds tremendous potential.
2024 UK export results (export value): Approximately 640 million yen (117% compared to previous year)
About "kioku sake bar"
kioku sake bar is a sake specialty bar located on the first floor of Raffles Hotel (The OWO), produced by Michelin-starred chef Endo Kazutoshi.
Furthermore, the sake menu is curated by Natsuki Kikuya, who has served as sommelier at renowned restaurants such as "ZUMA" and "ROKA," founded the SAKE program at WSET, and holds the title of "Sake Samurai."
While they typically host events featuring individual breweries, this was the first precious opportunity for a sake retailer to host an event.
Sake Served at the Event and Reception
- YOKOYAMA Junmai Daiginjo Princess Michiko
- FUKUUMI Yamadanishiki
- TENTAKA Organic Junmai Sparkling Nama
- NIIDA SHIZENSHU Junmai Genshu
- DOMAINE WATANABE 2021
- GONGE PEAT
Overwhelming Popularity of "GONGE PEAT"
The most impressive reaction was to GONGE PEAT. Served last, its distinctive flavor that instantly overshadowed the impressions of all the diverse sake served before it drew exclamations of "Is this really sake?" from each table.
Prior to this event, we also exhibited at a B2B trade show in London, where the reaction to GONGE PEAT was extremely positive. Professional buyers shared the following impressions:
- "Like roasted beans"
- "Earthy aroma reminiscent of burdock or ginseng"
- "Jasmine-like" (from someone from Hong Kong)
- "Just like pickled vegetables" (from someone from Japan)
- "Gave me tons of inspiration for cocktails" (bartender)
Well-Received "DOMAINE WATANABE" and "NIIDA SHIZENSHU"
DOMAINE WATANABE, which cultivates 100% of its own rice, was appreciated for its aged character and the brewery's direction. NIIDA SHIZENSHU's natural acidity derived from naturally cultivated rice was also well-received, giving us a real sense of the broad preferences of London's sake fans.
The reactions from buyers at the aforementioned trade show for these two products were as follows:
Regarding DOMAINE WATANABE:
- Just the right amount of aging with an authentic taste
- The label doesn't look like typical sake but is approachable, and the vintage concept is good
Regarding NIIDA SHIZENSHU:
- Strong acidity with a natural flavor
- When warmed, the sweetness increased and the natural taste came through more directly
We anticipate that inquiries for these two products will likely increase significantly in the future. Customers considering importing should consider early adoption of these products.
Conclusion
Prior to the kioku sake bar event, we also exhibited at the Japan Pavilion of the "London Wine Fair," the UK's largest alcoholic beverage trade show.
At this trade show, which attracts many buyers from across Europe, we were able to experience firsthand the current state of the UK market and the potential for sake. We plan to apply these insights to our future collaborations with European customers.
If you are interested in importing these exceptional sake brands that captivated London's discerning palates, please feel free to contact us using the link below.
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