Sakura Sake Shop participated with high expectations of connecting with numerous importers, restaurant owners, and sake business professionals. We were able to experience firsthand the excitement and potential of Spain's sake market, which exceeded our expectations.
This article shares our exhibition report from Spain along with valuable sake market insights.
Current State of Spain's Sake Market
You might wonder, "Is sake really accepted in Spain?"
While the market size is still modest, Spain ranked 17th by value and 18th by volume in Japan's 2024 sake export statistics. More importantly, compared to 2023, Spain showed growth of 132% by value and 122% by volume.
Additionally, the globally popular brand "Dassai" is already well-recognized in Spain and was readily available for purchase during our stay in Madrid.
Why We Participated in Spain's "Iberkanpai" Exhibition
We decided to exhibit in Spain because it represents an unexplored market for us within Europe, and we had sensed growing demand for sake through preliminary seminars.
Furthermore, considering the recent buzz around Japanese cuisine and sake throughout Europe, we believe that Spain will undoubtedly see sake's reach expand significantly in the near future.
About "Iberkanpai"
Iberkanpai was Spain's first comprehensive sake and Japanese food culture promotion event, held on May 12-13, 2025. Despite being inaugural, it attracted 650 industry professionals over two days, clearly demonstrating Spain's enthusiasm for sake.
Exhibitors included Japanese sake brewers, exporters, and food manufacturers, while Spanish importers and distributors also participated. Attendees consisted of restaurant professionals, sommeliers, importers, and distributors—primarily from Spain, though we also saw participants from the Netherlands, Portugal, and France.
3 Real Insights from the Exhibition Revealing Spain's Market Potential
Here are the key observations and discoveries from our experience at the Spanish exhibition.
Exceptionally High Sake Literacy
What surprised us most was how knowledgeable the attendees were about sake.
Many visitors understood technical terms like "yamahai(山廃)", "kimoto(生酛)", "nama genshu(生原酒)", and "koshu(古酒)"—terminology that even many Japanese people outside the industry wouldn't know. We were impressed by their detailed understanding of production methods as well.
Strong Interest in Distinctive Products
While food-pairing sake types are extremely popular in Japan, Spain seems to prefer more impactful products over such styles.
We sense that acidic and characterful types, rich flavors, and relatively niche products that appeal to connoisseurs have the potential to become widely loved in Spain.
Here are some examples of the products we exhibited:
Including 9 additional products, we displayed a total of 13 sake with quite different flavor profiles, gaining valuable insights into Spanish taste preferences.
If you're an importer or restaurant professional interested in learning more details, please feel free to contact us.
Importance of Food Pairing
Since many attendees were restaurant and hospitality professionals and sommeliers, there was significant emphasis on food pairing and mariage.
Restaurant professionals, whether from Japanese establishments or creative fusion restaurants, showed strong interest in sake as a new signature offering. We received many questions about food compatibility, and we observed attendees thoughtfully tasting sake while considering how it would match with their restaurant's cuisine.
Conclusion
Despite Spain's deep-rooted wine culture, this business trip made us truly feel sake's potential in the Spanish market.
While we had heard about the preference for distinctive flavors through preliminary seminars, experiencing this trend firsthand through direct feedback was an invaluable opportunity.
As mentioned at the beginning, we gained confidence that sake's popularity will undoubtedly grow throughout European countries.
Sakura Sake Shop has export experience in over 20 countries, including European markets. If you're an industry professional interested in expanding sake business in Spain or Europe, please don't hesitate to contact us.
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Still modest, but established. Spain ranked 17th by value and 18th by volume in Japan's 2024 sake export statistics.
A sake exhibition in Spain that Sakura Sake Shop attended, meeting importers, restaurant owners and other sake professionals. The level of interest exceeded what we expected going in.
It is a market where the position is not yet settled, which is the point. Ranking in the high teens by value means there is real demand and comparatively little competition among suppliers.
Yes. At Sakura Sake Shop we accept sample orders from a single bottle. You can taste the sake and then choose the products before any formal trade.
Yes. We handle reefer containers and temperature-controlled transport. Even with expensive premium sake, you can import without worry.
After we hear about your sales market, we provide a custom quotation matched to your needs.
Yes. Making use of our relationships with the breweries, we can produce sake with an original label.
Spain ranked 17th by value and 18th by volume in Japan's 2024 sake export statistics. Modest, but established, and the supplier positions are not yet settled.
The interest we met at Iberkanpai exceeded what we expected going in.
Building a position in a market that is still open?
Since its foundation Sakura Sake Shop has specialized in exporting Japanese sake. We have direct trading relationships with 70+ breweries and a track record of exporting to 20+ countries and regions.
✓ Export experience across 20+ countries and regions
✓ Market-by-market guidance before you commit
✓ Sample orders from a single bottle
✓ Cold chain (−5°C to 5°C) handling
✓ An English-speaking sake specialist to support you
