STANDAGE Co., Ltd. (Minato-ku, Tokyo; President and CEO: Akinori Adachi; hereinafter referred to as STANDAGE), a company that supports exports for domestic small and medium-sized enterprises (SMEs) and develops and provides digital trade platforms, held the "STANDAGE London Japanese F&B Tasting," an invitation-only tasting and business matching event for Japanese products, primarily sake, at the MOI venue in the Soho district of London, UK, for two days from Monday, June 8th to Tuesday, June 9th, 2026. Products from 15 SMEs from all over Japan were exhibited, and approximately 50 people attended, including restaurant owners, importers, and bar and liquor store managers from the UK. While STANDAGE has participated as an exhibitor in international trade shows, this was the first time the company had independently hosted a business matching event overseas.

Many of the products on display were not currently imported into the UK, providing British buyers who attended with an opportunity to discover new potential sourcing options. Buyers sampled the products and tasted them while receiving explanations from Standage staff about their characteristics and the producers' backgrounds, and more than half of the attendees proceeded to seriously consider purchasing them.

Event Outline

Name: STANDAGE London Japanese F&B Tasting (invitation only)

Date: June 8th (Monday) to June 9th (Tuesday), 2026, 13:00-17:00 each day

Venue: MOI (84 Wardour St, Soho, London W1F 0TF)

Format: Invitation only (Industry professionals only / Not open to the general public)

Products offered: Products from 15 small and medium-sized enterprises across Japan.

(Mainly sake, but also shochu, chestnut shochu, whiskey, gin, liqueurs, plum wine, food products, premium ice cream, and handicrafts). Many of these are not yet available in the UK.

Attendees: Approximately 50 people (restaurant staff, importers, bar and liquor store owners)

Organizer: STANDAGE Co., Ltd.

In cooperation with: Natsuki Kikuya (F&B Coordinator based in London), MOI (venue), and others.

Background of the event

While interest in Japanese food and sake is growing in the UK, opportunities for local restaurants and importers to directly trade with small and medium-sized Japanese producers are limited. Standage organized this business meeting as a platform to introduce these products to British buyers. To allow attendees to focus on business negotiations, the event was held by invitation only and was not open to the general public.

Situation on the day

At the event, attendees sampled and tasted various alcoholic beverages, primarily sake, but also shochu, whiskey, gin, liqueurs, food products, and crafts. Premium ice for bars and luxury hotels was also showcased as a product that enhances the quality of cocktails and fine spirits. Attendees included sommeliers from British restaurants and import/distribution companies.

Among the exhibited items, sake, awamori, and plum wine attracted particular interest. Visitors also praised Japanese ginger wine and red wine, and the presence of Nick Rowan, author of the book "Japanese Wine," further demonstrated the growing interest in Japanese wines.

Visitor comments

A British sommelier who attended the event commented, "While there are many famous national brands of sake, consumers are always looking for new products and experiences. I felt that novelty in the products introduced today."

An experienced bartender who attended the event stated, "Sake has an alcohol content of around 16%, which is close to wine (about 12%), making it easily understood by London consumers. Awamori has an alcohol content of around 45%, which is close to whiskey, and is also easily accepted. Shochu is in its own category with an alcohol content of around 25%, but if you explain it properly, you can make new suggestions."

Main exhibited products (15 companies)

Japanese sake (main category): Mutouya, Akita Meijo, Mutemukan, Nishino Kinryo, Umi to Machi to, Nippon Glocal Business, and others, focusing on Junmai Ginjo and Junmai Daiginjo from multiple breweries.

Awamori: Okinawa Island Blue and others (Nanto Shuhan), Leo Corporation

Plum wine: Kumahira Plum Wine (Inoue Umeboshi, GI Wakayama Plum Wine certified)

Japanese wines: Ginger wine and ginger sparkling wine (Eihou Foods), red wine (Umi to Machi to)

Premium ice (for bars and luxury hotels): Stick ice, Ichimaru Diamond Ice (Nakase Ice & Refrigeration, FSSC22000), Pure Ice Cubes (Okamoto Ice & Freezing Factory, 48-hour slow process, FSSC22000)

In addition, a total of 15 companies exhibited products, including shochu, whiskey, gin, food products, and crafts. Some of the exhibited products have won awards at competitions such as Kura Master, IWSC (International Wine & Spirits Competition), and National Sake Appraisal.

Regarding the future

Standage will follow up with British buyers who attended the trade show to help convert the deals generated into actual transactions. Based on the positive response from this event, Standage plans to continue hosting its own trade shows in London and other overseas cities.