Major sake festival pins down first date in London

By Jo Gilbert

Published: 23 July, 2018

The Joy of Sake, the world’s largest sake celebration outside Japan, has announced the date of its first-ever London date.

Featuring hundreds of daiginjo, ginjo and junmai labels from 192 Japanese breweries, the event is now turning its sights on London and the UK where sales of sake have increased by 240% in past decade (Bibendum research).

The ticketed event is open to consumers and the trade.

It will be offering sake-themed dishes via collaboration with a number of top London restaurants.

These include the Japan-focused SushiSamba, Sake no Hana by Hakkasan, Dinings and Chisou.

Founder Chris Pearce said however that part of sake’s recent success in the UK is that it has managed to attract a wider range of buyers beyond traditional Japanese restaurants.

“Over the past five years London has achieved global acclaim for the quality and creativity of its cuisine. Not coincidentally, it also has the most dynamic sake scene in Europe. We feel that now is the time and London is the place,” he said.

The Joy of Sake was first held in Honolulu in 2001 and has since touched down in New York and Tokyo.

This year’s annual tour kicked off in New York City on June 15, continuing to Honolulu and London, and concludes with a finale festival in Tokyo at the onset of the sake-brewing season.

The Joy of Sake is coming to the Barbican Centre, London EC1 on September 28 from 6pm to 9pm.

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