This year’s Japanese Food & Restaurant Expo (JFRE) brought together more than 4,000 industry professionals across New York and Los Angeles, spotlighting the future of Japanese beverages in the U.S. Under the theme Keiten Aishoku – Honoring Tradition, Embracing Innovation, exhibitors showcased everything from classic Junmai and Daiginjo to new sparkling, flavored, and RTD styles that redefine how Japanese drinks are enjoyed.
Sake led the charge with collectible bottles and inventive brewing techniques, while Shochu reaffirmed its versatility—from heritage imo and mugi expressions to bar-ready cocktail formats. RTDs continued their rise, with playful crossovers like the Dodgers-branded Hakkaisan can connecting sake culture to American audiences. Japanese craft beers, featuring ingredients like yuzu and sansho, added creativity and culinary flair.
Beyond products, education took center stage, as professionals deepened their sake and shochu knowledge through programs with the Sake School of America—proving that knowledge is now just as vital as product innovation.
