The Japan Sake and Shochu Makers Association (JSS) has officially released the export data for sake in 2024
The Japan Sake and Shochu Makers Association (JSS) has officially released the export data for sake in 2024, showcasing remarkable growth and record-breaking figures. The total export value reached an impressive JPY 43.5 billion, marking a 6% increase from the previous year. This growth reflects the strong global demand and expanding appreciation for Japanese sake. In terms of volume, 3.45 million cases, equivalent to 9 liters each, were shipped to a record 80 countries, underscoring sake’s growing international footprint.
Since 2020, the export value of sake has grown by 1.8 times, while the average unit price has increased by 1.3 times, indicating not only higher demand but also a trend towards premiumization. Moreover, the number of countries importing Japanese sake has expanded by 19, demonstrating the beverage’s widening global appeal. This growth trajectory highlights the successful efforts of JSS and sake producers in promoting sake worldwide, with premium sake markets experiencing particularly significant expansion over the past five years.
Regional Performance and Trends
Regionally, Asia remains the dominant market, accounting for 61% of the total export value. Despite its stronghold, Asia saw a slight decline in year-over-year growth. However, some countries within the region showed remarkable performance. South Korea, for example, recorded a notable 29% growth, reflecting a strong cultural affinity for sake and effective marketing strategies. Thailand and Malaysia also contributed positively, showcasing steady growth driven by increasing consumer interest in Japanese cuisine and beverages.
In North America, sake exports surged by 27%, a growth largely attributed to the rising popularity of sake in fine-dining establishments and among culinary enthusiasts. This region has embraced sake not just as an accompaniment to Japanese food but as a versatile beverage that pairs well with a variety of cuisines. The trend of sake being featured in high-end restaurants and specialty bars has significantly boosted its visibility and sales.
Western Europe exhibited an 18% year-over-year growth, with the market expanding 2.5 times over the past five years. This impressive growth is due in part to strategic collaborations with the wine industry, which have helped position sake as a sophisticated and premium beverage choice. The United Kingdom and France have shown particularly strong growth, with exports expanding approximately threefold and 2.6 times, respectively. These countries have embraced sake both in traditional Japanese dining contexts and as a standalone premium product in the beverage market.
JSS’s 2024 Key Initiatives and Strategic Focus
To further enhance global awareness and appreciation of sake, JSS has implemented several key initiatives in 2024. A cornerstone of these efforts has been the strengthening of partnerships with prestigious sommelier organizations, including the Association de la Sommellerie Internationale (ASI) and the Union de la Sommellerie Française (UDSF). These collaborations aim to educate sommeliers and hospitality professionals about the unique qualities and versatility of sake.
One of the highlight events of 2024 was the masterclass conducted by JSS at the ASI Boot Camp in Spain. This event was designed to educate young sommeliers on the intricacies of sake, including its brewing process, flavor profiles, and pairing potential. By targeting the next generation of sommeliers, JSS aims to foster a deeper understanding and appreciation of sake within the global wine and spirits community.
In addition to educational initiatives, JSS actively participated in prominent international trade fairs such as ProWein, ProWine São Paulo, and the Warsaw Wine Experience. These events provided valuable platforms to showcase sake to a diverse audience of industry professionals, distributors, and consumers. By engaging with key stakeholders at these trade fairs, JSS has successfully expanded distribution channels and strengthened the global presence of Japanese sake.
A significant milestone in 2024 was sake’s inclusion in the service task of the finals at the ASI Contest Best Sommelier of Europe, Africa, and the Middle East. This prestigious event highlighted sake’s growing recognition among top-tier sommeliers and reinforced its status as a premium beverage. Such exposure is crucial for positioning sake within the competitive global beverage market.
Another landmark achievement was the registration of “Traditional knowledge and skills of sake-making with koji mold in Japan” as a UNESCO Intangible Cultural Heritage in December 2024. This recognition has significantly boosted sake’s global profile, emphasizing its cultural and historical significance. The UNESCO designation not only honors Japan’s rich sake-making tradition but also enhances the beverage’s appeal to international consumers who value authenticity and heritage.
Future Outlook and Expansion Strategies for 2025
Looking ahead to 2025, JSS aims to build on the momentum of 2024 and drive further export growth. Key focus areas include accelerating expansion into Latin America, Eastern Europe, and Southeast Asia. These regions present promising opportunities due to their growing interest in Japanese cuisine and culture, as well as their emerging markets for premium alcoholic beverages.
In Latin America, JSS plans to leverage the region’s vibrant culinary scene and increasing consumer curiosity about international beverages. Educational campaigns, tasting events, and partnerships with local distributors will be central to JSS’s strategy in this region. By introducing sake to new audiences and highlighting its versatility, JSS aims to establish a strong foothold in Latin American markets.
Eastern Europe also offers significant growth potential, with countries showing increasing interest in Japanese food and culture. JSS will focus on market entry strategies, including participation in regional trade fairs, collaboration with local sommeliers, and targeted marketing campaigns. These efforts are designed to build brand awareness and create demand for Japanese sake in Eastern European countries.
In Southeast Asia, JSS plans to capitalize on the region’s dynamic economies and expanding middle-class populations. The growing popularity of Japanese cuisine and the rise of premium dining establishments provide a favorable environment for sake promotion. JSS will work closely with local partners to develop distribution networks, conduct educational programs, and organize promotional events tailored to regional preferences.
Overall, the Japan Sake and Shochu Makers Association’s 2024 export data reflects the strong global demand for sake and the effectiveness of strategic initiatives to promote this iconic Japanese beverage. With continued efforts to expand into new markets, strengthen industry partnerships, and enhance global recognition, the future of Japanese sake exports looks exceptionally bright.
