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.

After the judging, we invite the general public to join our Sake Sommelier judges and try tasting the newly-awarded sake entries. Our doors are open for everyone to meet and connect with our amazing community of brewers and Sake Sommeliers. Japan Life is an unparalleled opportunity to sample a huge selection of award-winning sakes.

Alongside the award winning sake, the SSA encourages all Sake Challenges to work with other local companies and groups to give guests a greater cultural experience. Whether this be through exhibiting other elements of Japanese culture (such as martial arts or calligraphy); with stands for local sake breweries; to food & drink companies showcasing how pair their cuisines with sake – there is great room to provide guests with an event to remember!