A Concerted Japanese Sake Pitch to Indian Market

A grand showcasing of Japanese Sake, Shochu, Awamori and Rum took place in the Embassy of Japan in New Delhi recently. The event called “Japanese alcoholic beverages Overseas Business Meeting” was held as a B2B event where seven Japanese companies showcased their offerings to attract the attention of prospective importers.

The event was organised under the aegis of Hirohama India Pvt Ltd , a Japanese consulting firm whose co-owner and founder Kojiro Honda has been recently appointed as the Japanese Liquor Import Coordinator for India by Japan’s National Tax Authority. The gathering was graced and addressed by H.E. Hiroshi Suzuki, The Ambassador of Japan to India and Ms. Kotoko Yamada, the reigning Miss Sake Japan (2023) who made the event “star studded”. Ms. Nupur Tewari, a renowned presenter with a strong Japanese connection managed the event with elan.

Coming to the meat of the event, the range of Sakes showcased at the event was quite diverse. Apart from the expected Junmai, Ginjo, Sparkling, Umeshu (Plum Liqueur) and Nigori (Cloudy Sake) categories, you could find the highly niche Yamahai, Kimoto, a Sake based red liqueur matured with recycled sakura (cherry) wood sticks and a zero alcohol Amazake. One of the producers also brought in some inspiring distilled Japanese alcohols like Awamori, Shochu and a Rum from Okinawa island.

The event commenced with the opening address by the Ambassador, followed by a presentation by Kotoko Yamada san, bringing out the basics of Sake. Ms Yamada in her day job happens to provide consulting services to Japanese companies on the overseas expansion of their businesses.

Chigonoiwa Karakuchi-Junmai
Producer: Chigonoiwa Sake Brewery Co.Ltd.
Prefecture: Gifu
ABV: 15%

Tasting Notes: A dry style Sake with a clean-fruity palate and Umami hints. Incidentally, I have represented this Sake in one of my B2B tastings two years back, and at that time I found its Umami characteristic more pronounced due an older production date. The Sake at the present tasting was freshly pressed and hence more lively on the palate.

Shirokimono IWAU 2023
Producer: Nozomi Japan
Prefecture: Niigata
ABV: 14%

Tasting Notes: A super refreshing Sparkling Sake developed with white Citric Koji and high quality local rice. This Sake has been recommended by Michelin Chefs in Japan and its production is limited to 7,000 bottles worldwide.

Monsay Junmai Ginjo
Producer: Usui Shoten Co. Ltd.
Prefecture: Nagano
ABV: 15%

Tasting Notes: This was my best Sake of the day with its effusive Ginjo aromas and a delicately refined palate. I haven’t tasted something so refined in a while in India.
The Sake has an exalted provenance, coming from the GI protected Shinano Omachi area of the Nagano Prefecture which itself has a GI. Hence it is the first example in Japan to have a “GI within a GI”.

Amabuki Yamahai Junmai
Producer: Amabuki Shuzo Co. Ltd.
Prefecture: Saga
ABV: 15%

Tasting Notes: As the name of the Sake suggests, it is made using the ancient Yamahai technique that incorporates ambient bacteria during the Shubo or Yeast Starter phase.
Quite expectedly, the Sake had earthy and nutty aromas with a full-grained palate and a good acidity to balance. The producer recommends this Sake to be best served as warm or hot, and I tend to agree with that, notwithstanding that at room temperature too, it was delightful.

Sumari Amazake
Producer: Miyazaki Sake Brewery Co. Ltd.
Prefecture: Chiba
ABV: 0 %

Tasting Notes: Notice that this is a now alcohol Amazake (sweet sake). It comes from the 1866 established Miyazaki brewery whose Sakes have the distinction of being awarded as the “Toast Sakes” in the Tokyo Summits of 1986 and 1993.

The Sumari amazake was creamy and luscious with a good balance of sweetness and acidity. This naturally sweet amazake (with no added sugar) is made from the specially cultivated “Musubi” rice which won the Gold Prize in the premium category of the “11th You Choose the Best Rice in Japan” contest. The best part is that due to no alcohol, the amazake is guilt free too!

The Okinawa Islands Rum
Producer: Japonte Ltd.
Prefecture: Okinawa
ABV: 40%

In India we know Rum largely as being made from molasses while a few connoisseurs would also know of Rhum Agricole which is made from sugarcane juice. The Okinawa Islands Rum is none of these as it is made from the famed Okinawa brown sugar sourced from the eight islands of Okinawa.
I found the Rum to be absolutely delightful with its layered tropical flavours and a creamy texture. It was definitely something that I had not tasted before.

• The range of products being showcased to the Indian market from the very basic to premium is getting better by the day.
• Most Japanese presenters were English speaking, so the communication was facile.The language aspect is very important because the producers can directly talk to importers and offer honest prices, avoiding the margins of middlemen.
• The Embassy of Japan in India has been doing yeoman service by having productive events with just the right audience, doing full justice to the exhibitors’ time and effort.
• Brand Ambassadors like Miss Sake Japan add a lot of ceremonial charm to the event. In this event, it also helped that the current Miss Sake Japan (2023) Kotoko Yamada san is also a Japanese Sake Sommelier. Her presentation on the fine details of Sake set the tone for the tasting.

Kampai!