JETRO to Host Sake Brewery Tour for North American Fans
Overview
From November 16 to 20, 2026, JETRO will host a brewery tour departing Tokyo and visiting Chiba, Ibaraki, Tochigi, Fukushima, Miyagi, and Niigata for North American sake fans, importers, and others. Five people selected from 46 applicants will observe sake brewing and share their experiences with the North American sake community. The tour aims to expand the fan base, increase consumption, support breweries, and attract visitors to regional areas.
Key points
- The tour aims to expand the sake fan base and increase consumption, while supporting traditional sake brewing and breweries through social media posts and new sales channels.
- The tour will run from November 16 to 20, 2026.
- Five people selected from 46 applicants will take part.
Overview
JETRO is holding the tour for North American sake fans, importers, and others, aiming to expand interest in and consumption of Japan's traditional sake brewing, which was registered on UNESCO's Intangible Cultural Heritage list the year before last.
The tour is part of #SupportSAKE, a program JETRO launched in 2023 to build a community of North American sake fans.
Impact
The tour aims to expand the sake fan base and increase consumption through social media posts about the experience and information shared with customers after participants return home. JETRO says it will pass traditional sake brewing on to the next generation and support the declining number of breweries.
In coordination with JNTO, the tour aims to expand inbound tourism to nearby attractions, attract visitors to regional areas, and increase sales for small breweries that have not yet exported.
The source states that, amid declining domestic consumption and a marked shortage of successors, the number of breweries has fallen to less than half its level 36 years ago and is nearing fewer than 1,000 companies.
Details
Participants will observe the brewing process during brewery visits and pairing events with brewery owners, and deepen their understanding through conversations with master brewers. They will share their experiences with the North American sake community on Instagram and other platforms.
The tour departs Tokyo and visits Chiba, Ibaraki, Tochigi, Fukushima, Miyagi, and Niigata. Participants include wine and sake retailers, importers, and community leaders who organize sake events.
#SupportSAKE runs local events, social media photo campaigns, restaurant weeks, and other activities.