Buyers from the US, Canada and Spain tour sake breweries in Fukui
Buyers from a company exporting food to North America and Spain toured breweries in Fukui Prefecture and described Obama Shuzo's sake as "distinctive, combining body with freshness".
How are small Japanese sake breweries trying to open the door to overseas markets? On 9 September 2026, buyers from a company that exports Japanese food to the United States, Canada and Spain visited sake breweries in Fukui Prefecture, on the Sea of Japan coast of central Honshu. The visit was organised by the Japan External Trade Organization (JETRO), a government-affiliated agency that supports the overseas expansion of Japanese companies. The buyers tasted the sake, assessed its aroma and listened to the brewers explain what they care about most.
Tasting and learning about brewing at Obama Shuzo
The first stop was Obama Shuzo in Obama, a port town in Fukui Prefecture on Wakasa Bay. The buyers were first briefed on the brewery’s current situation, then tasted the sake and toured the premises. They also asked the brewers directly what they value most.
Their impressions after the tasting were clear. The buyers described the sake as very distinctive: it has a solid body yet also a fresh side, with a strong, powerful flavour. They added that the brewery itself is extremely unique. That someone responsible for exports stressed “individuality” suggests they are looking for sake that will not get lost on shelves overseas.
Looking to the world, not only the domestic market
Akiteru Takaoka, the representative of Obama Shuzo, said that it is difficult to keep growing on the Japanese domestic market alone and that he wants to bring good sake to the world. Looking abroad rather than relying on the domestic market is becoming a realistic choice for small regional breweries.
Besides Obama Shuzo, the buyers also visited breweries in Fukui City and Sakai City. Japanese food remains popular overseas, and it is hoped that business meetings on the ground like this will lead to new sales channels. Because Spain is among the buyers’ company’s export destinations, Fukui sake could one day appear on shop shelves in Europe.
How to enjoy it in Europe
Fukui sake is still not often seen in Europe. At sake specialists and Japanese grocery shops, look for “Fukui” as the place of origin on the label or in the description. To enjoy the “body and freshness” the buyers praised, serve it slightly chilled in a wine glass and notice how the aroma and mouthfeel change. A sake with a robust flavour should pair easily with savoury dishes such as grilled fish, fried seafood and cured ham. Remembering the region and the brewery’s name will also help you spot new labels as they arrive in Europe.
参考・出典
FBC Fukui Broadcasting (NNN), “海外向け食品バイヤーが県内の酒蔵巡り 味・香りを確かめ 職人のこだわりも聞き取り 販路拡大に期待高まる” https://news.ntv.co.jp/n/fbc/category/economy/fbd6d1d15205ec48138671c848698b4f69
Sources
This article was written by The Sake Wire editorial team, summarising the public sources listed above. Images are our own.
Try Akita sake in the EU — from €6
180 ml tasting bottles and full-size sake, wine, beer and gin, shipped from Amsterdam within the EU.
