February 4, 2025 – Poland, the most populous country in Central and Eastern Europe, is strategically located next to Germany, Europe’s largest economic powerhouse. While Poland is known as one of Europe’s leading beer-consuming nations, data from IWSR, the world’s largest alcohol research firm, indicates that Poland’s wine market is projected to grow at a rate exceeding the global average over the next five years.
Recognizing both the potential of Poland’s expanding wine market and its strategic role as a gateway to Eastern Europe, the Japan Sake and Shochu Makers Association (JSS) has been intensifying efforts to raise awareness of Japanese sake in the country. In November 2024, JSS participated in the Warsaw Wine Experience for the first time, setting up a dedicated sake booth. Additionally, in Gdańsk, JSS hosted a three-day Sake Academy boot camp in collaboration with the Polish Sommelier Association, targeting local sommeliers.
Industry Perspectives: Expanding Sake’s Reach in Poland
Miho Komatsu, International Marketing & Sales Manager at Akashi Sake Brewery, the producer of the Akashi Tai brand in Hyogo Prefecture, shared her thoughts: “We believe that in the current Polish market, sake can gain traction by adopting a similar approach to wine.” Masae Shimizu, General Manager at Shimizu Seizaburo Shoten, the brewery behind Zaku in Mie Prefecture, also emphasized the importance of education: “Educating those who want to use and promote sake in Poland for business and having them share its excellence with general consumers is the first step in expanding sake into a new market.”
Insights from Local Importers
Bartosz Kosmider, Purchasing Director at Poland’s major importer VININOVA, highlighted the growing popularity of Japanese cuisine in Poland:
“The number of Japanese restaurants in Poland has been steadily increasing in recent years. They are particularly popular among young consumers who follow the latest food trends and prioritize health.” However, he also pointed out the challenges sake faces in the market: “Compared to wine, sake remains niche—even within Japanese restaurants. Sake should be promoted similarly to wine, as a beverage to be enjoyed with meals.”
Market Growth and Future Prospects
Between January and November 2024, Japan’s sake exports grew by 103% compared to the previous year. Across Europe as a whole, exports increased by 117%, while Eastern Europe saw an impressive growth rate of 153%, significantly outperforming the average. Hiromi Iuchi, Senior Manager of the Overseas Operations Department at JSS, provided insights into Poland’s market potential: “According to a 2023 survey by Japan’s Ministry of Agriculture, Forestry, and Fisheries, Poland had 870 Japanese restaurants, ranking sixth in Europe. The number is expected to continue growing, indicating a highly promising market. There is increasing demand for premium Japanese sake, and by ensuring accurate knowledge dissemination at the right time, we can accelerate market expansion. However, at trade fairs, some visitors avoided tasting sake because they thought it had high alcohol content, revealing lingering misconceptions. (In fact, sake has a similar ABV to wine.) To address this, we aim to increase educational and tasting opportunities to effectively convey the appeal of sake.”
Through such activities, JSS remains committed to expanding sake demand not only in established consumption markets but also in countries where sake is still relatively unfamiliar.
