The formats, flavors, and trends shaping Japanese liquors in the U.S.
Mutual Trading’s 2025 Japanese Food & Restaurant Expo (JFRE) welcomed more than 4,000 attendees across its two shows in New York on September 20 and Los Angeles on September 25, reaffirming its status as the largest Japanese food and alcoholic beverage trade event outside of Japan. Restaurant operators, chefs, beverage buyers, and suppliers gathered to explore the newest products, connect directly with producers, and discover the trends shaping the future of Japanese dining in the U.S.
In Los Angeles, this year’s theme Keiten Aishoku – Honoring Tradition, Embracing Innovation set the stage for an event that balanced heritage with progress. Exhibitors presented a wide spectrum of offerings, from iconic producers with established portfolios to new launches that highlighted innovation and adaptability. The result was a showcase of Japanese liquors that continue to evolve while staying true to their roots.
Sake: From Classics to Cult Favorites
Sake took center stage with an expansive lineup ranging from household names to rare and collectible bottles. Leading breweries offered their signature Junmai, Ginjo, and Daiginjo selections, giving buyers access to proven sellers that anchor beverage programs across the country. Alongside these core offerings, newer breweries introduced inventive styles—sparkling sake, bottles brewed with black or white koji, and unique yeast strains—demonstrating how innovation continues to energize the category.
New York placed a spotlight on premium and boutique producers, with limited-edition releases and high-end Junmai Daiginjo attracting strong attention. Collectible bottles in striking packaging and artisanal sakes from smaller regions rounded out the presentation, offering operators fresh stories to bring back to their customers. In Los Angeles, established producers presented consistent, trusted portfolios, reassuring operators seeking reliability and volume. Together, the two shows underscored the breadth of sake, spanning tradition, stability, and luxury to discovery, experimentation, and diversity.
Shochu: A Showcase of Versatility
Shochu offerings reflected the category’s adaptability, bridging its heritage with new applications. Exhibitors presented a wide range of classic imo, mugi, and kome expressions, underscoring the craftsmanship and regional identity that define shochu. Alongside these, new cocktail-friendly formats and flavored variations highlighted the spirit’s flexibility for modern bar and restaurant programs. Shochu at JFRE highlighted both its role as a traditional staple and its versatility as a modern tool for beverage innovation.
RTDs: Innovation in a Can
Ready-to-drink (RTD) beverages have rapidly become one of the most dynamic growth segments in the Japanese beverage portfolio, and JFRE 2025 put them in the spotlight. Exhibitors presented an array of smaller-format and canned products designed for convenience, portability, and fresh consumer appeal.
In Los Angeles, highlights included the Suntory Maru-Hi Sparkling Cocktails, offered in Kiwi and Citrus flavors, as well as Kikumasamune’s compact 180ml cans. Just recently locking a sponsorship agreement, the newly minted LA Dodgers-branded Hakkaisan Junmai Daiginjo in cans provided a playful, collectible tie-in between sake culture and American baseball. In New York, flavored sake-based RTDs—including yuzu, matcha, and cocktail-inspired expressions—expanded the category’s reach. These offerings showed how RTDs can attract younger demographics while adding variety to restaurant and retail programs.
Ji-Beer: A Taste of Japanese Creativity
Japanese craft beer stood out for its ability to merge traditional brewing methods with unexpected flavors. Exhibitors showcased brews featuring ingredients such as sansho pepper, miso, and oyster, alongside fruit-driven styles like yuzu, lychee, and peach. These offerings illustrated how Japanese brewers continue to distinguish themselves from their U.S. counterparts through flavor innovation and food-friendly profiles.
In New York, breweries such as Agara and Kyoto highlighted how craft beer can be positioned alongside cuisine, reinforcing marriage with food as a key selling point. Larger brands like Suntory Premium Malts also commanded attention, with interstate buyers expressing enthusiasm for its introduction into new markets. The beer lineup balanced reliable flagship products with the energy of seasonal, regional, and experimental releases.
Spirits and Beyond
While sake, shochu, RTDs, and beer anchored the category, other offerings added diversity to the liquor lineup. Whisky-based highballs, sparkling sake sorbets, and premium glassware for sake tasting provided unique experiences and expanded the conversation around Japanese drinks. These presentations reinforced the broader theme of innovation while honoring craftsmanship, offering operators new ways to refresh their beverage programs.
Education also played a central role this year. The Sake School of America booth drew in many professionals pursuing deeper knowledge of sake and shochu. More members of the trade are recognizing that advanced training not only elevates service but also drives customer satisfaction and, ultimately, sales growth. By connecting education directly to business value, JFRE underscored how knowledge is becoming just as essential as product selection in shaping the future of Japanese beverages.
Formats to Watch
Across both coasts, several emerging product and service formats stood out as especially relevant for restaurant and bar operators:
- Small-Format & Canned Beverages: Compact sake and RTDs in cans or 180ml bottles that offer convenience, lower commitment, and consumer appeal.
- Flavored & Sparkling Variations: Yuzu, matcha, and fruit-driven sake or beer, as well as high-end sparkling sake, providing approachable entry points and premium excitement.
- Craft & Experimental Brews: Ji-beers featuring unique Japanese ingredients such as sansho, miso, and oyster that differentiate from U.S. craft beer.
- Glassware & Presentation: Specialty sake glasses and premium vessels that elevate tasting and create added value in the dining experience.
- Interactive Experiences: Blind tastings, cocktail activations, and educational booths that drive engagement and help operators tell a stronger product story.
