Sake and Shochu: Breweries, Exports and UNESCO — 2026-09-26

This week's sake and shochu coverage centers on the TV broadcast of the "SAKE COMPETITION 2026" awards, a new kokuto (brown sugar) shochu brand launching at Ginza Six, and the Japan Sake and Shochu Makers Association's invitation-only honkaku shochu and awamori event ahead of November 1's "Honkaku Shochu & Awamori Day." Domestic media continue to frame both categories against the post-UNESCO backdrop and a shrinking domestic market.

"World's Tastiest Sake" crowned on TV as shochu makers chase new audiences

Top developments

SAKE COMPETITION 2026 awards go to air on BS-TBS

The Japanese sake competition "SAKE COMPETITION 2026," which crowns the "world's tastiest sake," was reported on September 25 ahead of its broadcast on BS-TBS and BS-TBS 4K on Saturday, September 26 (11:00–11:30 pm). The program covers the awards ceremony and the front lines of sake's expanding overseas reach. The dish behind the winner's double crown — a two-title achievement by one brewery — is highlighted in the report

New kokuto shochu brand debuts at Ginza Six

A new brown sugar (kokuto) shochu brand went on sale at Ginza Six in Tokyo, per Japanese spirits media on September 24. The feature also introduces the challenges of the distillery behind the launch — a notable example of premium shochu reaching Tokyo's high-end retail audience

"Honkaku Shochu & Awamori Day 2026" event announced for October 30

The Japan Sake and Shochu Makers Association (Nihon Shuzo Kumiai Chuo Kai) announced on September 25 an invitation-only event for ~50 guests plus full live streaming, "Honkaku Shochu & Awamori Day 2026:躍動する日本の酒" (October 30, 18:30–20:30), with celebrity guests including Suzu Yamanoi and Hikari Doi. The release emphasizes that traditional sake brewing — which covers honkaku shochu and awamori — is inscribed on UNESCO's Intangible Cultural Heritage list, a value the association says is now recognized worldwide

"Decoupling sake from Japanese cuisine" argument gains traction

Japanese sake media argued on September 24 that the global push to position sake alongside non-Japanese food is under way, pointing to July 2026's Sake Festival in Australia, where sake was showcased with Japanese culture and food rather than as an accompaniment to washoku alone. The piece urges breweries to move beyond "exporting sake" toward building new sake pairings with overseas cuisines

Local view

Japanese-language coverage this week emphasizes marketing strategy: the bish300 "Sake Information Bureau" piece frames overseas demand as an opportunity to rethink how sake leaves Japan — pairing traditions, festivals, and experience-based selling rather than simple export. Spirits-focused outlet Tequila Everyday used its September 24 article to spotlight the distillery's storytelling behind the Ginza Six kokuto shochu debut.

Context & numbers

• Honkaku shochu and awamori, along with sake, awamori, and mirin, are covered by Japan's "traditional sake brewing" UNESCO Intangible Cultural Heritage registration, which the industry cites repeatedly in promotional materials
• For background on export trends: Japan Sake and Shochu Makers Association figures reported earlier in 2026 put 2025 sake export value at ¥45.9 billion (+5.5% YoY) and volume at 33,500 kiloliters (+8.0%)

No further recent data available for this section.

On the radar

• October 30, 2026: "Honkaku Shochu & Awamori Day 2026" event (Ginza, 50 invited guests, full live stream) — expect press releases and award tie-ins afterward
• November 1: official "Honkaku Shochu & Awamori Day" — annual promotional push by the makers association
• September 26 broadcast: SAKE COMPETITION 2026 special on BS-TBS; watch for the double-crown brewery's domestic sales push following airing