Sake in Germany: How tradition becomes a trend

Culture in a bottle - the mission of a sake ambassador

Sake is a traditional Japanese drink made from fermented rice, water, yeast and the mold Kōji. Contrary to what is often assumed, sake is not a rice wine, but a brewed drink that is more similar to beer in its production.

In Japan, sake has a deep cultural and spiritual significance - it is used in ceremonies, festivals and religious rites and is seen as a symbol of purity and community. This close connection to Japanese identity was recognized by UNESCO in 2024: the "traditional art of brewing sake with Kōji mould" was officially recognized as Intangible Cultural Heritage of Humanity.

The task of translating this culture into Western markets fell to the sake ambassador.

One of them is Dr. Bastian Schwithal, Sake Ambassador 2025, founder of Go-Sake and passionate communicator of an underestimated world of enjoyment.

A sake ambassador stands between two worlds: The traditional, often very ritualized sake culture of Japan - and the open, curious, but also sceptical consumers of Europe. Schwithal sees himself not only as an importer or entrepreneur, but also as a cultural translator. He does not simply transport bottles from A to B, but tells stories.

Stories about breweries in Niigata, about water quality in Akita and about young Japanese female brewmasters who are breaking up the old male domain.

Challenge number 1: Creating knowledge

Sake is still quite unknown to many people in Europe and needs to be explained. One of the ambassador's core tasks is therefore to educate. Schwithal organizes tastings, writes articles, gives lectures and develops concepts to reach consumers and restaurateurs alike. The focus is on sensory analysis, pairing with Western cuisine and the difference between Junmai and Daiginjo.

Challenge number 2: Connecting markets

Japanese sake production is small-scale and deeply rooted in local traditions. Many breweries have no export strategy. Schwithal builds bridges, negotiates with breweries, organizes imports and develops labels that are understood in Western markets. His Go-Sake brand is an example of how craft, quality, design and storytelling can create a new approach to an old drink.

Challenge number 3: Enjoyment instead of cliché

The European market loves authenticity - but also lifestyle. A sake ambassador must therefore offer more than just facts. Schwithal uses formats such as sake tastings, sparkling sake, food pairing events with chefs or pop-up tastings in concept stores. He presents sake not as an "exotic curiosity", but as an authentic experience for connoisseurs, with a rich history of craftsmanship.

Challenge number 4: expectation management

Many Japanese sake breweries are family-run traditional businesses with centuries of history - and often high hopes when it comes to exports. However, the reality of Western markets differs greatly from the expectations in Japan: slow market access, intense competition, low awareness of sake among end customers and demanding regulations. A sake ambassador like Dr. Bastian Schwithal therefore often has to act as a cultural mediator - not only towards the consumer, but also towards the breweries themselves. He explains why a product may not immediately fit into every bar, why brand development requires patience or why European labels have to look different. The aim is to show respect for Japanese craftsmanship and at the same time create realistic expectations. Between pride, tradition and economic interest, it takes a sure instinct - and often a lot of diplomatic skill. This is the only way to create a long-term and trusting collaboration that does justice to both sides.

A sake ambassador is many things: an explainer of culture, an entrepreneur, a networker, a translator and a storyteller. If you want to make sake successful in the West, you need more than just a good product - you need passion, intercultural understanding and the courage to break new ground. Because sake is not just a drink - it is a gateway to another world. And this world has only just begun to open up in Europe.

Go-Sake
Paulstrasse 9
10557 Berlin
Germany

https://www.go-sake.com/

Frau Mei Watana­be

contact@go-sake.com

Go-Sake - The Sake Brand was founded in 2017 to promote Japanese sake culture in Europe. The brand distributes premium sake from small, artisanal breweries and stands for modern sake enjoyment with a contemporary design and educational approach. Go-Sake organizes tastings, workshops and lectures to impart knowledge and enthusiasm about sake. The products have won several international awards - including gold at the Frankfurt International Wine Trophy 2023, as well as gold medals in 2024 and 2025 in Berlin, Lyon, Spain (94 points) and London.

This release was published on openPR.