An in-depth report on “SAKE COMPETITION 2026”! Our PR representative takes you behind the scenes of the awards ceremony where Imanishi Sake Brewery won two titles!

Hello! I’m Ishida from SUNNY SIDE UP.

What kind of image do you have of sake? It is not uncommon to hear comments such as, “There are so many types that it’s hard to choose,” or “It feels a bit intimidating for me.”

Against this backdrop, the highly anticipated event shaping the future of sake, “SAKE COMPETITION 2026,” was held again this year.

As a member of the organizing committee, SUNNY SIDE UP has been involved in running the event for many years and is responsible for comprehensive support from a PR perspective, including media outreach.

This time, I—now in my first year as a new graduate—went undercover on site. From the vibrant awards ceremony to the passionate dedication of each brewery, I will share it all in full from a PR representative’s unique perspective.

What is “SAKE COMPETITION,” the event driving sake trends?

“SAKE COMPETITION” began in 2012 with the philosophy of “wanting to present new standards so that consumers can encounter truly delicious sake more often, regardless of brand.”

“SAKE COMPETITION” has a major distinguishing feature in its judging method. The judging is conducted through thorough blind tastings in which brands are completely concealed, and entries compete purely on sake quality alone. This ensures that every entry has a fair chance to aim for first place, regardless of name recognition or brand scale.

In addition, with Japan’s “traditional sake brewing” registered as a UNESCO Intangible Cultural Heritage in December 2024, sake is now drawing unprecedented attention not only domestically but from around the world.

This year again, a carefully selected lineup of more than 1,000 entries gathered. In addition to the five standard categories—”Junmai,” “Junmai Ginjo,” “Junmai Daiginjo,” “Super Premium,” and “Modern Natural”—a special initiative was introduced this time.To commemorate the restoration of Shuri Castle’s Seiden (Main Hall), scheduled for autumn 2026, an “Awamori” category was newly established as a special judging category.

In addition, a variety of special awards are also scheduled to be presented, including the “Diners Club Young Brewer Encouragement Award” to support the next generation of brewers, the “TAKANAWA GATEWAY CITY Grand Opening Commemorative Best Brewery Award” honoring breweries that have produced many outstanding sakes, the “JAL Flying SAKE Award” for selection as JAL in-flight sake, and the “Executive Committee Chair Award”—shining a spotlight on the appeal of Japanese brewing from multiple perspectives.

Behind the scenes of the rigorous “Preliminary Final Judging,” filled with tension

At the preliminary and final judging sessions held ahead of the awards ceremony, professionals active on the front lines of the industry gathered. The sight of them facing each entry with unwavering seriousness and without the slightest compromise was truly breathtaking.

During a break in judging, we had the opportunity to speak with Koichi Hasegawa, an executive committee member and President CEO of Hasegawa Saketen Co., Ltd.

Regarding his impressions of this year’s entries, he commented: “Overall, I have the impression that alcohol content is lower. This year, I’m particularly drawn to junmai sake, and the sakes that make you want to drink them with food have stayed with me. The sakes that make it to the finals are of a very high level, and even among them, I think maintaining a balance of sweetness and aromatic intensity will be important to take first place.”

With this endorsement from a professional’s discerning eye, anticipation for the awards ceremony reached its peak.

At last, the awards ceremony! A remarkable achievement this year…!?

On the long-awaited day of the awards ceremony, the venue was TAKANAWA GATEWAY CITY, which held its grand opening in March 2025. As soon as we stepped into the entrance, an impressive lineup of renowned sakes that had made it through the tough preliminaries stood in rows, radiating an overwhelming presence. From among the bottles gathered here, the label that will claim the world’s top honor will be decided.

As the venue filled with anticipation and excitement, the awards ceremony finally began with the screening of the opening video. The MCs were Natsumi Uga and Hasen Kuniyama. With their opening remarks, the atmosphere in the hall instantly tightened.

First, it was announced that Imanishi Sake Brewery Co., Ltd.’s “Mimurosugi Roman Series Dio Abita” won first place in the “Junmai” category. This was followed by the announcement that Imanishi Sake Brewery Co., Ltd.’s “Mimurosugi Roman Series Junmai Ginjo Yamada Nishiki” also took first place in the “Junmai Ginjo” category—resulting in a double win. It was a remarkable achievement: the first double win in 12 years.

In their comments, Imanishi Sake Brewery said, “We are at a loss for words—it feels unbelievable that we were able to achieve a double win for the first time since 2014. We would like to share this joy with the brewery team who make sake with us,” expressing both surprise and delight.

Meanwhile, in the specially recognized “Awamori” category, Higa Shuzo Co., Ltd. (Okinawa Prefecture) won first place with “ZANPA TORAKICHI 2022.” They shared their joy, saying, “We make delicious awamori so we won’t lose to everyone in the sake world, and we hope this will be an opportunity for people across Japan—and around the world—to learn about our brewing.”

What came through in every word spoken on stage was an unending spirit of exploration and a passion poured into every single drop. Experiencing the emotion of the award-winning moments and hearing the makers’ words—something you can only feel on site—left me unexpectedly moved.

This year’s total number of entries was 1,139. Having made it through that rigorous judging process, the labels that appeared on the winners list are truly the industry’s top runners. Whichever bottle you pick up, you are guaranteed an exceptional experience.

The “Awards Party” that brought everyone together

After the awards ceremony ended—while the excitement still lingered—an awards party was also held, bringing together stakeholders and members of the public.

As the moving awards ceremony came to a close, the venue seamlessly transformed into the stage for a glamorous reception party. At this party, premium sakes selected in the top 20% across all categories gathered in one place and were served to attendees.

Another major highlight was the special dishes created for the day by the head chef of the prestigious Happo-en. A carefully crafted menu designed to bring out the delicate flavors and richness of each sake was served, creating a luxurious space where guests could savor truly exquisite pairings.

Throughout the venue, people could be seen tasting the award-winning sake and awamori and enthusiastically exchanging opinions. The warm atmosphere—everyone smiling and sharing their love of sake—completely captivated me as well.

What I felt as a PR representative

Until now, sake sometimes felt like something a little distant to me. However, experiencing everything firsthand—from behind the scenes to the main event—completely changed that image.

I truly feel that it is the passion of everyone involved—”to deliver what is truly good to the world in the right way”—that creates new movements. I cannot take my eyes off the sake and alcoholic beverage industry, which is sure to gain even more momentum going forward.

Please do take a look at this year’s results and see if you can find your favorite bottle.

At SUNNY SIDE UP, we handle PR communications for a wide range of products and services, including alcoholic beverages.

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