Sake and Shochu: Breweries, Exports and UNESCO — 2026-10-29
The Japanese sake and shochu industry saw significant developments this week with the inaugural "Most Outstanding Award" given at the National Tax Agency's sake competitions, and the recognition of a 93-year-old master brewer as a Living National Treasure. Meanwhile, the Okinawa Times reported on the results of the 2026 Awamori competition, highlighting the enduring quality of aged spirits.
Sake and Shochu: Breweries, Exports and UNESCO — 2026-10-29
Top developments
National Tax Agency Introduces New "Most Outstanding Award"
On October 28, the Tokyo National Tax Agency held the award ceremony for the Sake and Shochu Competition, marking the first time a "Most Outstanding Award" (Sai-Yūtōshō) was presented. This new top-tier category was introduced to further elevate quality standards among producers in the Tokyo, Kanagawa, Chiba, and Yamanashi regions. Winners included brands such as "Soganohomare" and "Shimajiman," recognized for their excellence in brewing techniques and flavor profiles. The competition evaluated 114 entries across five categories, including Ginjo, Junmai Ginjo, and Honkajōchū (shochu).
93-Year-Old Master Brewer Recommended for Living National Treasure
In a significant cultural recognition, Naohiko Noguchi, a 93-year-old master sake brewer from Noto, Ishikawa Prefecture, has been recommended for designation as a "Living National Treasure" (Important Intangible Cultural Property). The Council for Cultural Affairs made the recommendation on October 22, acknowledging Noguchi's exceptional skill and contribution to the traditional craft of sake brewing. This honor underscores the value of preserving traditional brewing knowledge amidst an industry facing demographic challenges.
Kanto-Shinetsu Region Announces Top Sake Winners
The Kanto-Shinetsu National Tax Agency announced the winners of its regional sake competition on October 29. The top honors, known as the Most Outstanding Award, went to "Kiritsukuba" from Ibaraki in the Ginjo category, "Gogaku" from Nagano in the Junmai Ginjo category, and "Koshino Yukitsubaki" from Niigata in the Junmai category. These awards highlight the diverse regional strengths in sake production, from the aromatic Ginjo styles of Ibaraki to the robust Junmai profiles of Niigata.
Okinawa Awamori Competition Recognizes Aged Spirits
The Okinawa Prefectural Government and the Okinawa National Tax Office released the results of the 2026 Awamori Competition on October 22. In the aged spirits (kusu) category, 56 entries from 33 distilleries competed, with five products receiving the Governor's Award. Notable winners included "Kumijima Kumasen Black 5-Year Old" and "Matsutou 7-Year". The competition also recognized exceptional blenders, with a representative from Matsutou Distillery receiving the "Awamori Blender" award for their work in combining aged spirits.
Local view
Local media outlets like The Mainichi Shimbun and FNN Prime Online have focused heavily on the ceremonial aspects of the recent competitions, emphasizing the role of the National Tax Agency in maintaining quality control. The Okinawa Times highlighted the prestige of the Awamori Governor's Award, noting that it serves as a critical benchmark for both local consumption and the growing export market for Okinawan spirits. The recognition of Mr. Noguchi in the Mainichi report also sparked discussions on the aging workforce in the brewing industry and the importance of transmitting traditional techniques to younger generations.
Context & numbers
While specific 2026 export figures for October were not detailed in the immediate news cycle, recent data from the Japan Sake and Shochu Makers Association indicates that total sake exports reached ¥45.9 billion in 2025, a 5.5% year-on-year increase. The introduction of the "Most Outstanding Award" this year represents a structural change in how quality is graded nationally, aiming to differentiate top-tier products more clearly in both domestic and international markets. The volume of entries in the Tokyo region alone (114 points) reflects the high level of competition and adherence to quality standards among local breweries.
On the fresh radar
- Limited Edition Releases: Hakutsuru Brewing announced that it will begin selling its "Gold Prize" sake from the Reiwa 7 (2025) National New Sake Competition starting November 6, 2026. These limited-edition bottles feature rice varieties Hakutsuru Nishiki and Yamada Nishiki.
- New Tasting Sets: Oenon, a major Japanese liquor retailer, launched a new "Shochu Tasting Set" on October 28, allowing consumers to sample four different types of shochu in small quantities, catering to the trend of experimentation and variety.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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