– Welcome to Sake Challenges –

Launched in 2012, the London Sake Challenge was Europe’s first sake-specific competition. Based in London, one of the most diverse and internationally important cities in the world, alongside the 2012 London Olympics; the London Sake Challenge continues to lead the way in promoting Sake awareness and appreciation across Europe and the world!

Expanding from the booming success of the London event; the Milano Sake Challenge represents the home of Sake in Southern Europe. Long a focal point of fashion & culture, the Milano Sake Challenge provides an opportunity for breweries to reach markets and customers the Mediterranean!

Every country & region has its own individual culture, and with that its own cuisine. One of the key aims of the Sake Sommelier Association is to promote sake as an international drink that crosses borders and matches just as easily with non-Japanese palates as Japanese ones. Following this idea the Sake Sommelier Association has expanded its Sake Challenges to new locations from London.
Much like Jizake across Japan offering different sake to pair with their prefecture’s foods, the different Sake Challenges across the world are designed to become specialised competitions to compare styles of sake that best match with their local cuisines. Unlike larger, international, events where it’s easy to be lost amongst the crowd; the tailored and bespoke Sake Challenges offer fantastic opportunities for breweries to launch into regional markets based upon each competitions’ local market research.

JAPAN LIFE

Each Challenge is followed by a Japan Life event: a celebration of Japanese culture’s place amongst other societies, giving the public the opportunity to come and sample the award winning sake and immediately promoting the brewery’s brand to individual customers.