The centuries-old ties between India and Japan encompass people, business, geopolitical and spiritual issues, nurtured by shared values of global prosperity, peace, and amity. This multifaceted mutual affection enhances engagements in various domains, including cuisine, alcobev, education, industry, research and development (R&D), sustainability, infrastructure, investments, socio-economic upliftment, and spiritual well-being. These mutually beneficial ties are particularly thriving in the hospitality and fine-dining sectors, bringing joy to Japanese expatriates and tourists while fueling Indians' love for Japanese food and premium beverages.

Expanding on this initiative, the Japanese Government is endorsing the entry and expansion of Japan’s globally acclaimed premium brand of fine rice wine, Sake, in India. Taking measures to enhance market appreciation and availability, the premium Sake brands will be offered at attractive prices.

On February 7, 2024, the Japanese embassy will host an engaging Sake alcobev appreciation and business launch event. Kojiro Honda, appointed by Japan’s National Tax Authority as the Japanese liquor Import Coordinator to India, and also the co-owner and founder of Hirohama India and Kuuraku India, will be the chief host and organizer of the event.

Honda is organizing an offline Sake Appreciation & Experiential meet, followed by an educational webinar on the same day. This event aims to showcase Sake from various regions in Japan, providing attendees with insights into the diverse flavors resulting from rice cultivated from Tohoku to Kyushu. Focused on different Sake alcobev types such as Seishu Sake, Koshu Sake (Vintage), Awamori, and Sparkling Sake, the event will enable participants to experience variations in drinking styles and flavors. This endeavor is designed to deepen appreciation for the essence of Sake, particularly when paired with various Japanese cuisines.

Venue: Multipurpose Hall, Embassy of Japan

Date & Timings: 7 February 2024 from 16:00 to 17:55

Webinar Link: https://pasona.zoom.us/j/94542483643?pwd=L3BXQ1JmUFZCRXZiZGRMRVUxUURqQT09

Password：51834041

Well-planned and expertly executed, this event, marked by consistent global successes, will showcase top Japanese Sake alcobev brands. Engaging sessions will be conducted by global brand ambassadors and sommeliers, Kotoko Yamada (Miss Sake 2023) and Nupur Tewari.

Kotoko will enlighten participants on the unique specialties and experiences associated with the popular ‘Sake’ alcobev from different areas of Japan. She will explain the background behind the delightful taste variations of various Sake drinks, emphasizing the premier rice sourced from the Tohoku to Kyushu regions. Her focus will extend to popular Sake drink types, including nama-shu, seishu, and koshu, allowing attendees to savor the unique specialties of different Sake consumption types while gaining insights into the profound Sake experience.

Nupur Tewari, the 2nd brand ambassador and co-host will share strategies for enhancing the overall experience of consuming Sake alcobev. This will involve pairing different Sake brands with a variety of delightful Japanese delicacies. She will conclude the event by addressing and handling attendees' queries.

The following premium Sake alcobev brands will be showcased, each with a renowned legacy:

In response to this highly beneficial business opportunity, chief organizer Honda commented, “India, as a country, and Indians in particular, hold a special place in Japan’s global presence. With Sake, our significant win-win ties will be elevated to the next level. We are committed to making it a standout success for the long-term benefit of Indian businesses.”

Furthermore, Honda added, "We are confident that the Sake launch webinar will introduce numerous ways the Sake consumption experience can be elevated, translating into multiple business growth opportunities for importers and hospitality businesses. Adding delightful trivia to spice up Sake’s evergreen appeal will make it more memorable for everyone. Joining Sake’s growing global popularity as an importer and consumption promoter is sure to be a huge success, as has been the case worldwide."