Sake Masterclass & Showcase: Event Report
Jul 04, 2018
The Japan External Trade Organisation (JETRO) together with the Japan Sake & Shochu Makers Association, co-hosted the “Sake Masterclass & Showcase”, held in Sydney on Thursday 21st June 2018. This was the first time for JETRO to hold a specialised business matching event for Japanese Sake only. Participating in the event were 17 Sake breweries from all over Japan (members of the Japan Sake & Shochu Makers Association). In addition to the sake exhibition, a Sake Masterclass seminar was also held. The event was attended by 109 persons in total, including Australian restaurants representatives, sommeliers, buyers, importers, distributors, and also local media stakeholders. Through this, the high level of interest for Japanese sake was clear to see.
EXPORT OF JAPANESE SAKE TO AUSTRALIA DOUBLES IN THE PAST 6 YEARS
The Government of Japan has set the goal of 1 trillion yen ($12.2 billion AUD) global export value of Japanese agricultural, forestry, and fishery products in 2019. Last year, in 2017, the total export value of Japanese agricultural, forestry, and fishery products was its highest ever of 807.1 billion yen ($9.8 billion AUD), with Japanese sake accounting for 18.7 billion ($227 million AUD), a record high for eight consecutive years.
In 2017, the export value of Japanese agricultural, forestry, and fishery products to Australia was a record high of 14.8 billion yen ($180 million AUD, 9th world wide), up 19.7% from the previous year. With respect to sake exports, 2016 saw 362 million yen ($4.4 million AUD, up 16.8% from previous year), and in 2017 increased to 396 million yen ($4.8 million AUD, 9.4% increase over previous year). In the past 6 years, Sake exports to Australia have doubled in amount (Australia is also the 9th ranked destination for sake).
In Australia, the alcoholic beverage market is centred on wine and beer, with the market for Japanese sake not as big. However, in recent years, with the boom and diversification of Japanese food and beverages, the demand of Japanese sake is expected to greatly increase.
PROMOTION AND SPREAD OF SAKE KNOWLEDGE THROUGH SEMINAR
In the first half of the Sake seminar, Mr Yukio Hamada, Director of the Japan Sake & Shochu Makers Association, presented about the foundation of Japanese sake. Following, WSET (Wine & Spirit Education Trust) Certified Sake Educator, SSI (Sake Service Institute) Certified Kikisakeshi – Sake Sommelier (SSI Tokyo) and IWC (International Wine Challenge) Sake Judge, Mr Leigh Hudson, presented in detail on the differences between sake and wine, and sake food pairings.
In Mr Hamada’s presentation to the Australian Japanese business and food guests, he spoke about the foundation and basics of Sake, including proper knowledge and manufacturing techniques.
In the presentation by Mr Hudson, guests was able to taste 4 different kinds of Sake provided by present exhibitors, accompanied by an explanation of the features and distinguishing characteristics of each. Further, he also explained the affinity between Japanese sake, and different kinds of western dishes. In addition, he also spoke on potential for Sake to expand into the Australian fine dining and fusion restaurant scene.
A seminar participant provided the following statement, “I was able to understand the features of Japanese sake. Knowing Australian consumer taste preferences, today’s seminar provided hints on how better to match sake to suit them”.
RESPONSE TO THE INCREASE IN SAKE DEMAND WITH BUSINESS DISCUSSION ROUNDS
At the business discussion venue, 17 Sake breweries (members of the Japan Sake & Shochu Makers Association) met with local importers, wholesalers, restaurants, and other related persons. The exhibitors promoted their sake, explaining the features, and introducing unique sake beverages to match the various needs of guests.
At each booth, guests were able to taste the exhibitors’ sake whilst listening to their explanations, and confirm the quality of different sake with their own tongue. Sommeliers and restaurant representatives were able to have detailed discussions on the differences between the sake they already using in their own restaurants, and the new beverages being showcased by the exhibiting breweries. All alcoholic beverages served at the event were poured by RSA licence holders.
One exhibitor stated, “I was surprised by the number of visitors at today’s event. There were many questions, such as the differences between Junmai and Daiginjo sake types, what western foods matches with Japanese sake, and the prices. I felt the strong possibility for sake in the Australian market”.
Further, one guest expressed the following, “Already in Australia, sake popularity is spreading; however through today’s event, I believe it can expand even further.” Another stated, “It is not easy for Australians to understand the differences between breweries, regional varieties, and sake types. To improve this, promotion events such as today are crucial”.
EVENT OUTLINE
Sake Masterclass & Showcase
Co-hosts: JETRO Sydney, Japan Sake & Shochu Makers Association
Supported by: Consulate-General of Japan in Sydney, Sommeliers Australia, Japan National Tourism Organisation (JNTO)
Date and time: Thursday 21/06/2018, 1:00-4:00pm
Location: Shangri-La Hotel Sydney, 3F
Address: 176 Cumberland Street, The Rocks, Sydney, NSW 2000, Australia
Exhibitors: 17 companies (list attached)
Event composition:
1:00-4:00pm, Business Discussion Rounds (@Cambridge Room)
1:25-1:30pm, Welcome remarks by Mr Hiroyuki Nakazato, Managing Director of JETRO Sydney (@Cambridge Room)
1:30-1:35pm, Opening remarks by Consul-General Mr Keizo Takewaka (@Cambridge Room)
1:35-2:25pm, 2:40-3:30pm, Instruction & Promotion Seminar (@Essex Room)
LIST OF SAKE BREWERIES
|
No. |
Brewery |
Prefecture |
|
1 |
Akita |
|
|
2 |
Saga |
|
|
3 |
Tottori |
|
|
4 |
Yamagata |
|
|
5 |
Aichi |
|
|
6 |
Gifu |
|
|
7 |
Kyoto |
|
|
8 |
Nara |
|
|
9 |
Fukushima |
|
|
10 |
Niigata |
|
|
11 |
Hiroshima |
|
|
12 |
Hyogo |
|
|
13 |
Hokkaido |
|
|
14 |
Wakayama |
|
|
15 |
Aichi |
|
|
16 |
Oita |
|
|
17 |
Niigata |
