Kura Master: The Global Stage for Japanese Sake, Shochu and Umeshu

Japanese sake and shochu are gaining attention worldwide for their unique flavors and high quality. One event playing a crucial role in promoting these traditional Japanese drinks in France is the “Kura Master” competition. This event aims to evaluate the quality of sake, authentic shochu, and awamori, and to increase their recognition in the international market.

Since 2017, Kura Master has been held in France. French sommeliers, bartenders, and other professionals in the food and beverage industry serve as judges. They conduct all evaluations through blind tastings, based on standards aimed at the French market. The judges deepen their knowledge of sake by visiting Japan, which helps them understand how sake and shochu fit into French food culture.

In the 2023 Kura Master, a new Umeshu (plum wine) category was added, and a record 1,223 brands were entered. Among them, 197 brands joined the authentic shochu and awamori category, allowing more types of Japanese drinks to be appreciated in France. The judges include people who hold the M.O.F. (Meilleur Ouvrier de France), a top craftsperson qualification certified by the French government, and leading hotel sommeliers. They conduct strict and professional evaluations.

One special feature of Kura Master is exploring how sake pairs with French cuisine. Sake with low acidity goes very well with rich French sauces. This combination brings out the sauce’s flavors even more and creates a harmonious effect. The smooth umami of sake blends with rich sauces, enhancing the overall taste of the dish. There is also an “Alliance Gastronomie Award” to evaluate how well sake matches with different foods, opening up new possibilities for sake. French chefs are recommending sake to pair with their dishes, making the dining experience even better.

Shochu is also attracting attention in France. It is gaining popularity as a new distilled spirit from Japan and is used as a base for cocktails. French bartenders are creating innovative drinks using shochu, which is expanding the ways people can enjoy it and gaining new fans. Shochu’s unique flavor adds depth to cocktails, offering an experience you can’t get with other spirits.

Sake is appreciated not only for its high quality and unique taste but also for its health benefits. Drinking it in moderation is said to promote blood circulation and help you relax. It contains antioxidants, which may help slow down aging. These health benefits appeal to French people and support sake’s popularity.

Sparkling sake is also becoming more popular. Its refreshing taste is enjoyed in casual settings and at parties. French people are enjoying sake at home too. It’s becoming common to sip sake during dinner, pairing it with main dishes or cheese from French cuisine. Sake brings something new to the dining table, making meals at home more enjoyable.

In the 2024 Kura Master, many breweries are participating with the goal of entering the French market. Award-winning sakes serve as important indicators of quality, attracting consumer interest. There are more sake events happening across France, offering chances to learn the right way to enjoy sake through tastings and seminars. These events help consumers understand the background and culture of sake, leading to a deeper appreciation.

The success in France is also influencing Thailand and other Asian countries. High praise in France boosts recognition in Asian markets, increasing interest in sake and shochu. This is expected to expand the market throughout Asia. As Japanese drinks become loved across borders, overall awareness of Japanese culture is also growing.

Through Kura Master, the charm of sake and shochu is spreading around the world. There are many ways to enjoy them, like pairing sake with French food or trying cocktails made with shochu. Why not discover a new side of these traditional Japanese drinks and explore their deep world? Finding new flavors will surely expand your culinary horizons.

Now is the perfect time to rediscover the appeal of sake and shochu. Visit a nearby specialty store or event and try these drinks for yourself. That one glass could bring you new excitement and joy. Through these drinks filled with Japanese tradition and passion, you might feel a closer connection to the world. (Mr.Bacchus)