Drink Japan, which takes place at St Mary's London on October 4-5, has been develped and brought together by Chris Ashton, who this week announced he is taking over full ownership of the International Wine Challenge, and Rie Yoshitake, arguably Japan's most influential drinks ambassador in the UK in her ambassador roles at The Japan Sake and Shochu Maker’s Association (JSSA), Sake Samurai Association (SSA), and the International Wine Challenge sake competition (IWC).
Tell us about Drink Japan and what you have planned?
Drink Japan is a vibrant, one-of-a-kind celebration of Japanese beverages, offering a rare opportunity for attendees to explore a curated selection of premium drinks from Japan’s top producers. This event will include tastings of sake, whisky, gin, and a variety of amazing lesser-known Japanese spirits, all carefully selected to showcase the depth and innovation of Japanese drink culture.
Alongside the drinks, there will be exclusive performances, interactive sessions, and opportunities for both the public and trade attendees to discover new trends in the industry.
How did the idea come about and why is now the time to have a Japan-focused drinks show?
The idea for Drink Japan arose from the growing global fascination with Japanese culture, particularly its drinks. Japan has an incredibly rich tradition of craftsmanship, especially in beverages like sake and whisky, but it’s also pushing boundaries in new categories like craft gin and high-end soft drinks. Given the increasing demand for premium and authentic experiences, we felt now was the perfect time to create a dedicated platform for Japanese drinks to be explored and celebrated in the UK market.
The timing also aligns with the rising trend of consumers and trade professionals seeking out premium, distinctive products that have a story behind them.
When you say "drink," what sort of drinks can people look to taste - styles/types etc?
Drink Japan will bring Japanse drink producers and specialists importers in the UK together
Expect an extraordinary range of Japanese beverages, from world-renowned whisky brands to the elegance of sake. You’ll also find craft gin, shochu, umeshu (plum wine), and some intriguing non-alcoholic options. The diversity of offerings is designed to appeal to everyone, whether you’re a connoisseur or someone new to Japanese drinks.
You are running this event for consumers and the trade and sommeliers in particular - how are you separating it out?
We’ve designed the event with a dual focus, ensuring both consumers and trade professionals, especially sommeliers, have tailored experiences. For consumers, it’s all about immersive tastings, performances, and discovering new flavours in a more relaxed, fun setting.
For the trade and sommeliers, we’ve curated exclusive trade-only sessions (on October 4) that allow for more in-depth networking, masterclasses, and industry insights. These will enable sommeliers and buyers to engage with the producers directly, exploring potential partnerships and deepening their knowledge of the products.
What can buyers and sommeliers get out of the event in particular?
For buyers and sommeliers, Drink Japan offers a unique opportunity to connect directly with Japanese producers and importers. They’ll gain first-hand access to new products and trends, and have the chance to participate in expert-led tastings and discussions. This event is the perfect place to discover exclusive imports and rare products that can help set their establishments apart from competitors.
Sommeliers will particularly benefit from deep dives into pairing Japanese drinks with food, enhancing their offerings to an increasingly discerning clientele.
Will there also be Japanese food to try as well - if so, what?
Absolutely. We believe Japanese drinks are best enjoyed alongside Japanese cuisine. There will be a selection of authentic Japanese dishes for the trade to sample, including sushi, tempura, and ramen, carefully paired with the beverages on offer. Expect to experience how these drinks and foods harmonise together, bringing out the best in each. Some of the food offerings will be from UK-based Japanese chefs who have a strong understanding of pairing local produce with traditional Japanese beverages.
What else is happening during the event?
In addition to the tastings, we’ve got a line-up of traditional and contemporary Japanese performances, live taiko drumming will be bringing people into the Japanese spirits! (No pun intended!). It’s an immersive dive into the world of Japan.
Do you see this as being a one-off event or something you want to build up as a brand?
We definitely see Drink Japan as something to build up as a brand. This first event is just the beginning, and we’re planning to expand it into a regular fixture in the drinks calendar, perhaps even in multiple cities. Japan has such a rich and evolving drinks culture, and we’re committed to giving it a dedicated platform in the UK. Our long-term vision is to create a community around Drink Japan, where both trade and consumers can continue to explore and engage with Japanese beverages.
Drink Japan
Drink Japan is broken down into trade and consumer sessions which run as follows:
Sessions:
October 4 for exclusively trade event. 12pm-4pm and 5pm-9pm for trade and consumers.
October 5 for trade and consumers at 12pm-4pm and 5pm-9pm.
Trade access: Click here to register.
Note: A business card or other proof of trade accreditation will be necessary to confirm free access on the day.
Where: St Mary’s London, Wyndham Place, York Street, London W1H 1PQ.
For more information on who’s exhibiting visit the Drink Japan website here.
