August 4, 2025
Regional Sake Breweries Tap into Inbound Tourism to Boost Revenue
Japanese Breweries Innovate to Attract Foreign Visitors and Preserve Local Traditions
Over the past decade, "sake brewery tourism" has become a growing trend in Japan. However, the COVID-19 pandemic in 2020 drastically reduced visitor numbers, forcing many breweries to rethink their strategies and visitor experiences. According to the Japan Tourism Agency, the percentage of inbound travelers who listed “drinking sake” as an activity of interest before arriving in Japan rose from 24% in 2019 to 32% in 2024. In response, a rising number of sake breweries are enhancing their tourism offerings and strengthening profitability.
Foreign Visitors Make Up 70%
At Matsui Sake Brewery in Kyoto, approximately 70% of visitors are foreigners. During peak seasons, the brewery welcomes over 100 guests a day, including domestic tourists. A popular offering is their guided tour and tasting set menu, priced at 3,600 yen in English (3,300 yen in Japanese).The experience begins with a 30-minute guided tour through the brewing facilities, where visitors learn how sake is crafted using rice and koji mold. The brewery has also embraced digital technology: by hovering a smartphone over a bottle of their signature junmai sake “Kamikura,” a video of the brewing process plays directly on the bottle’s surface. Later this year, visitors will also be able to view interactive videos about sake brewing using tablet devices and QR codes placed around the facility.
In the second half of the visit, guests can sample their favorite drinks from a selection of over 20 varieties, including premium sakes and fruit liqueurs. A prepaid card system allows guests to choose and taste drinks using a self-serve tasting machine. Some visitors even pay extra for additional tastings. Of the brewery’s 15 staff members, three are non-Japanese, and several Japanese staff speak fluent English, enabling smooth communication with international guests.
Preserving Tradition Through Innovation
The number of sake breweries in Japan has been steadily declining, largely due to decreasing domestic consumption. In 1992, the average annual alcohol consumption per adult was 101.8 liters, but by 2022, this had fallen to 75.4 liters. Correspondingly, the number of sake breweries has dropped from 2,407 in 1992 to 1,536 in 2022.Given that Japan’s food and drink culture is deeply rooted in regional climate and craftsmanship, the loss of local breweries signifies more than an economic issue. It represents a cultural erosion. The decline of breweries threatens to erase centuries of tradition and expertise.
In this context, the efforts of regional breweries to attract international visitors through creative and engaging experiences deserve praise. By adapting to a new era of tourism and embracing global audiences, these breweries are not only sustaining their businesses but also safeguarding Japan’s unique cultural heritage.
