Regional Japanese Drinks Not Yet Sold in the UK Gather at a London Trade Tasting
Export support firm STANDAGE held its first self-organised trade tasting in Soho, London, presenting products from 15 small and mid-sized Japanese firms, including sake not yet sold in the UK, to abou
An Invitation-Only Tasting in Soho
STANDAGE Inc. of Tokyo supports exports by Japanese small and mid-sized businesses and develops a blockchain-based system for trade settlement and logistics. On 8 and 9 June 2026, the company held “STANDAGE London Japanese F&B Tasting” at the MOI venue in London’s Soho district. Until now it had taken part in international trade fairs as an exhibitor; this was the first time it had organised a stand-alone trade event overseas. The event was closed to the general public and open only to industry professionals, so that visitors could concentrate on business discussions. Fifteen small and mid-sized companies from across Japan took part. Alongside sake, which was the main focus, they presented shochu, whisky, gin, umeshu (plum liqueur), foods and crafts, as well as high-quality ice for cocktails. Many of the products are not yet imported into the UK. About 50 people attended, including restaurant professionals, importers, and owners of bars and drinks shops, and more than half of them went on to consider concrete purchases.
Sake, Awamori and Umeshu Draw Attention
The sake on show centred on junmai ginjo and junmai daiginjo. Both are premium grades brewed without added distilled alcohol, from rice that has been polished down considerably (seimai-buai, the proportion of the grain remaining: 60% or less for ginjo and 50% or less for daiginjo). The breweries taking part included Akita Meimei in Akita Prefecture and Mutemuka in Kochi Prefecture. Visitors showed particular interest in sake, in awamori (an Okinawan rice-based spirit), and in umeshu from Wakayama that holds Geographical Indication (GI) status. Some also praised Japanese ginger wine and red wine, and Nick Rowan, author of the book ‘Japanese Wine’, visited the venue. One bartender said that sake (about 16% ABV) is close in strength to wine and awamori (about 45%) close to whisky, so both should be readily accepted by London consumers. Shochu (about 25%) fits neither category and is a category of its own, but, he added, it could be a fresh proposition if properly explained.
For European Readers: Looking for the Next Unknown Great Drink
One sommelier said that consumers are always looking for new products and experiences. The tasting suggests that the “not yet known” labels that follow the well-known national brands are beginning to reach the doorstep of the European market. STANDAGE plans to keep holding its own trade events in London and other cities overseas. If you come across an unfamiliar brewery name in a European drinks shop or restaurant, use the grade on the label, such as “junmai ginjo”, and any awards from international competitions such as Kura Master and the IWSC as your guide. Awamori can be enjoyed neat or on the rocks, like whisky, while umeshu works as an aperitif mixed with soda. Paying attention to the differences in strength will show you the breadth of Japanese drinks.
Sources
This article was written by The Sake Wire editorial team, summarising the public sources listed above. Images are our own.
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