Restaurants across the capital will be celebrating Sake in style next month, with a range of special promotions launching on 1st October – World Sake Day – and running throughout the month.

A host of non-Japanese restaurants will be taking part in the Sake Seafood Sensations activity this autumn, alongside selected Japanese eateries.

The aim is to highlight the exceptional versatility of Sake, which pairs well with a variety of global cuisines, and especially well with seafood.

In total, around 30 London restaurants will be taking part in the promotion, with their details announced on a dedicated minisite later this month and publicised on the SquareMeal restaurant review and booking website.

Each participating restaurant will offer two to three different dishes, paired with two or three different Sakes. In return, they will benefit from bespoke training from a WSET qualified Sake expert; support from a UK Sake distributor in developing menus and matching Sakes with different dishes; and exposure during October via SquareMeal, the campaign minisite, and supporting PR and social media activity.

The Sake Seafood Sensations campaign has been created by JFOODO, the organisation responsible for promoting Japanese food and drink products globally, in partnership with London-based agency SLAM Communications.

Aoi Kuze, Director of JFOODO London, said: “Sake is made with care and passion to produce a high quality but very accessible drink that has enormous versatility. Traditional yet contemporary, it matches well with many different cuisines, but especially with seafood.

“Through this promotion, with the support of some exciting London restaurants and our esteemed UK distributors, we are looking forward to introducing more UK diners to the varied styles, aromas and flavours of Sake throughout October.

“The Sake market outside of Japan continues to grow and we see great potential for further expansion here in the UK where there is a clear appetite, especially in London, to discover new, high-quality food and drink.”

Produced by carefully polishing and fermenting sakamai rice, Sake has been brewed in Japan for over 2,000 years. Unlike wine, where much of its quality is decided in the vineyard, the most important factor in making Sake is in the technical production process used in the brewery. Today’s brewers are merging tradition and innovation to create high quality, versatile Sakes that come in a range of styles and flavours, and that complement virtually any seafood dish.

JFOODO (The Japan Food Product Overseas Promotion Centre) was established by the Japanese government in 2017 as part of the Japan External Trade Organization (JETRO) with the aim of boosting the export of Japanese agricultural, forestry, fishery and food products by branding them and promoting them widely around the world. It aims to increase awareness and enthusiasm around the world for top-quality Japanese food and drink products.


Notes to editors:

Photo courtesy of JFOODO

About Sake:

For information about Sake, its versatility and its compatibility with seafood, please visit: