March 26, 2025 (Japan) — The Japan Sake and Shochu Makers Association (JSS) participated in the prestigious ASI (Association de la Sommellerie Internationale) Americas Best Sommelier Contest 2025, held in Sonoma, California, from February 17 to 21. This event brought together national representatives, presidents of sommelier associations, leading sommeliers, wine industry professionals, and media representatives. Through its involvement, JSS further reinforced the presence of Japanese sake in the global premium alcoholic beverage market. The United States, the world’s second-largest export destination for Japanese sake, officially joined ASI in 2024. This membership has deepened engagement with the country’s top sommeliers, paving the way for increased adoption of Japanese sake in non-Japanese dining establishments—an area that remains relatively untapped.
ASI Competition Winners: Strong Ties to Japanese Sake
This year’s Best Sommelier Contest featured 14 national representatives competing in knowledge and technique. The winners were:
- 1st place: Joris Gutierres Garcia (Canada)
- 2nd place: Mark Guillaudeu (United States)
- 3rd place: Nicolas Reines (Colombia)
All three winners had previously attended ASI sake masterclasses, highlighting their direct connection to Japanese sake. Nicolas Reines, in particular, expressed strong interest in sake and shared his enthusiasm for furthering his expertise. Hiromi Iuchi from the Overseas Business Department of JSS emphasized the importance of participating in the ASI Sommelier Contest, stating, “The ASI Sommelier Contest categorizes the world into three regions, rotating annually. Each event provides an opportunity to showcase sake, and at every occasion, the sake tasting table is bustling and consistently busy. I strongly feel that there is a high demand for sake tasting experiences.” She further highlighted the growing presence of sake among top sommeliers, adding, “During the event, many participants eagerly express their anticipation for tasting sake. This is because sake is still not widely known, and people are beginning to recognize the need to learn about it.”
Expanding Sake Education and Market Opportunities
In addition to the competition, various masterclasses were conducted during the event. JSS led a session titled “Japanese Kokushu: Exploring the Artistry Behind Craft Sake and Honkaku Shochu,” attracting approximately 80 industry professionals.
Following the session, presidents of the sommelier associations of Colombia, Ecuador, and Brazil expressed strong interest in hosting sake masterclasses in their respective countries.
Additionally, the President of the Argentine Sommelier Association promptly organized a sake study session upon returning home. JSS also received a business inquiry from an Ecuadorian wine importer interested in handling sake. Notably, Ecuador has not received direct sake exports from Japan for over 30 years. This underscores the role of educational initiatives in cultivating new demand for sake, even in historically untapped markets.
Looking Ahead: Strengthening Sake’s Global Presence
Future ASI competitions provide additional opportunities to expand the international recognition of sake:
- 2025: ASI Asia-Pacific Best Sommelier Contest (Malaysia)
- 2026: ASI World’s Best Sommelier Contest (Portugal)
JSS will continue to strengthen the connection between sake and the global gastronomy industry, actively engaging in ASI events to elevate sake’s reputation and position as a high- quality alcoholic beverage on par with wine and spirits.
