Why the hub of Eastern Europe holds promise for sake makers

Poland has all the makings of a high-growth market for sake, so how are producers and experts planning to win over drinkers in the Eastern European nation? The post Why the hub of Eastern Europe holds promise for sake makers appeared first on The Drinks Business.

Feb 20, 2025 - 11:36

Why the hub of Eastern Europe holds promise for sake makers

Poland has all the makings of a high-growth market for sake, so how are producers and experts planning to win over drinkers in the Eastern European nation?

In which country might you dine on home-cooked dumplings, take your shoes off before entering the home and fly a flag of red and white? Whether you answer Poland or Japan, you would be correct. The two countries are not often thrown together, sitting at opposite ends of the Eurasian landmass, yet for sake makers there is a productive partnership in the works between Japan and Poland. As part of its efforts to expand sake’s reach, the Japan Sake and Shochu Makers Association (JSS) is targeting Poland as a high-potential market. With events already underway and a strategy in place, why is it that Japan’s national drink is being pushed to the Polish market?

Strategic importance

For millennia, Poland’s geographic position has made it an important nation for European trade and politics. It was so in the ancient amber trade, which saw the precious gem transported from the Baltics through Poland to the Roman Empire. It likewise found importance after the Cold War, as it straddled eastern and western influences. Now, it occupies an ideal position for Japanese sake brands and their exporters. The JSS recognises the importance of Germany – Europe’s powerhouse economy – to its European ambitions, and so targeting its neighbour is an opportunity to piggyback its opportunities. Equally excitingly, Poland can act as the gateway to Eastern Europe. A foothold in the country might help drive consumption in other markets. Poland’s domestic market also shows great potential on its own terms. The IMF recently predicted that Poland would see the fastest growth in Europe in 2025 and 2026, surpassing 3% growth in both years. An associated uptick in disposable income would benefit alcohol categories such as sake. Moreover, data from IWSR indicates that, although Poland has historically been a nation of beer and vodka drinkers, its wine market is projected to grow above the global average for the next five years. Given that the JSS advocates positioning sake similarly to wine in export markets, that could likewise prove a boon for its exporters.

Grabbing the opportunity

The JSS has therefore chosen to target the Polish market as an area for high potential growth. It has already organised and joined events to promote Japan’s national drink, and is watching Poland's organic opportunities for growth in sake sales with interest. In November 2024, the JSS participated in the Warsaw Wine Experience, the first time it had brought its expertise to the event. The dedicated sake booth allowed visitors to Poland’s premier wine event – which saw both trade professionals and the general public attend – to explore the world of Japanese sake. Furthermore, in a format that has paid dividends around the world for the JSS, it hosted a Sake Academy boot camp in Gdańsk. The three-day event, run in collaboration with the Polish Sommelier Association, offered an intensive training experience for local sommeliers, enabling them to recommend the beverage with ease. The market’s promise is being backed up by the latest data. Global exports of Japanese sake grew by 6% in 2024. Across Europe, however, the increase was 18% while Eastern Europe saw an impressive rise of 29%. Combined with a potentially lucrative route to market, prospects in Poland certainly look strong. As Hiromi Iuchi, Senior Manager of the Overseas Operations Department at the JSS, explains: “According to a 2023 survey by Japan’s Ministry of Agriculture, Forestry, and Fisheries, Poland had 870 Japanese restaurants, ranking sixth in Europe. The number is expected to continue growing, indicating a highly promising market. There is increasing demand for premium Japanese sake, and by ensuring accurate knowledge dissemination at the right time, we can accelerate market expansion.” It is an opinion shared by those on the ground in Poland. “The number of Japanese restaurants in Poland has been steadily increasing in recent years,” says Bartosz Kosmider, purchasing director at Poland’s major importer VININOVA. “They are particularly popular among young consumers who follow the latest food trends and prioritize health."

Recognising challenges

Invigorating a market with such significant opportunities is an exciting prospect, but not without potential roadblocks. Key players in the industry have therefore foregrounded market position and education as ways to engage local consumers. “We believe that in the current Polish market, sake can gain traction by adopting a similar approach to wine,” explains Miho Komatsu, International Marketing & Sales Manager at Akashi Sake Brewery. Yet Kosmider acknowledges that there is a hill to climb to ensure sake is widely known. "Compared to wine, sake remains niche – even within Japanese restaurants,” he comments. He therefore aligns with the position of the JSS, proposing a strategy of education that contextualises sake on a drinks list: “Sake should be promoted similarly to wine, as a beverage to be enjoyed with meals." Furthermore, that approach of education allows the JSS to dispel myths about sake. In particular, global consumers still mistake the alcohol content of the category. “At trade fairs,” Iuchi explains, “some visitors avoided tasting sake due to its higher alcohol content, revealing lingering misconceptions – In fact, sake has a similar ABV to wine. To address this, we aim to increase education and tasting opportunities to effectively convey the appeal of sake." It is that educational element which is proving vital as the JSS finds new markets for its breweries. Though it is difficult to build from the very foundations of a market, it is also hugely exciting for the industry; you should get used to seeing sake alongside wine offerings in Poland.