The Japan Sake and Shochu Makers Association, the JSS, participated in the world’s most extensive beverage trade fair ProWein 2024, from March 10 to 13. JSS also joined the ProWein Goes City, which has outside promotion events across Düsseldorf.
March 18th – Düsseldorf, with approximately 6,000 Japanese residents and about 200 Japanese companies, is a crucial epicenter for disseminating Japanese pop culture and culinary traditions in Europe, alongside its neighboring city, Köln.
JSS has been participating ProWein annually since 2019. This year, 18 sake breweries and 2 honkaku shochu distilleries showcased their products. Beyond masterclasses and trade tastings at the Messe Düsseldorf venue, the JSS participated in ProWein Goes City, organizing sake events within Düsseldorf.
The events were structured around three ways: a two-day exclusive sake pairing dinner course at upscale Japanese restaurants, a seven-day opportunity at casual eateries to compare two types of sake with accompanying snack sets, and tastings and sales promotions at a local high-end supermarket. Each initiative featured daily interactions with the participating 12 sake breweries from Japan.
In the casual dining establishments in the Immermann straße, renowned for its role in promoting Japanese culture in Düsseldorf, five locations offered special set menus comprising two different sake and each store’s signature appetizers over a week. An event in a stamp rally format was organized to engage younger people and expose them to various sake. Visitors who ordered this set menu from three out of five participating locations received a complimentary original traditional sake cup.
On the first day at the establishments, participating sake brewers and Miss Sake, who traveled from Japan for promotion, interacted with customers, recommended set menus, and directly served sake, contributing to increased sales. Some customers even ordered additional sake after ordering the set menu.
While Japanese restaurants continue to expand globally, the availability of multiple types of sake in such establishments remains limited. Furthermore, due to misconceptions about its high alcohol content, people may refrain from ordering sake even when it’s on the drink menu. By providing opportunities to casually experience various types of sake, including Junmai Ginjo, Nigori (cloudy sake), and sake liqueurs, the aim is to help people understand that sake enhances the enjoyment of Japanese cuisine. The JSS hopes that customers and restaurants realize the benefits of ordering sake.
JSS will use this as a springboard to promote the compatibility of sake with a wide range of cuisines, aiming to establish the position of sake in restaurants in Germany and Europe.
