Shochu & Awamori Category Newly Established! A Sake Competition in France
Among the many alcohol competitions and tasting events held both in Japan and abroad, “Kura Master” stands out as particularly unique. While the beverages being evaluated are Japanese, the judging takes place in France. The panel consists of alcohol professionals active across Europe—primarily in France—including sommeliers, bartenders, and cavistes (wine specialists who provide tasting advice to customers at wineries and wine shops), as well as chefs and restaurant owners from the food and beverage industry.
Launched in 2017, “Kura Master” had previously focused exclusively on sake. However, starting from the 2021 edition, a new competition category for honkaku shochu and awamori has been introduced. Entries are currently being accepted until April 5, ahead of the judging session scheduled for July 12.
In this inaugural year, entries are limited to those with an alcohol content of 30% or less. The competition is divided into six categories: imo (sweet potato), kome (rice), mugi (barley), kokuto (brown sugar), awamori, and a barrel-aged category. With a structure that takes into account both raw ingredients and production methods, there is great anticipation for what kinds of shochu and awamori will be showcased—and what kind of feedback they will receive.
Online Visits to Shochu & Awamori Distilleries
A presentation was held connecting Sengetsu Shuzo—a Kuma shochu producer based in Hitoyoshi City, Kumamoto Prefecture—with French buyers, sommeliers, and the Kura Master office via an online platform.
Another noteworthy aspect of “Kura Master” lies in its activities beyond the competition itself. In order to deepen the judges’ understanding of Japanese alcoholic beverages, the organization offers study tours that allow them to visit producers, as well as opportunities—very much in the French spirit—to experience food and beverage pairings. These initiatives go far beyond a conventional competition, serving as a gateway to expanding Japanese alcohol across Europe with a proper and informed appreciation.
In conjunction with the launch of the honkaku shochu and awamori category this year, a cultural exchange program has also been set in motion. In collaboration with the Kyushu Bureau of Economy, Trade and Industry, the Okinawa General Bureau of the Cabinet Office, the Kyushu Economic Internationalization Promotion Organization, and JETRO offices in Kyushu and Okinawa, the “Kyushu & Okinawa × France Honkaku Shochu & Awamori International Expansion Challenge 2020” is currently underway.
Due to the impact of the COVID-19 pandemic, this year’s exchanges are being conducted primarily online. Four distilleries are connected with France through virtual tours and tasting sessions, alongside online business meetings involving 15 producers.
On February 15, an online distillery tour of Sengetsu Shuzo in Hitoyoshi City, Kumamoto, was held, together with a tasting session featuring its oak barrel-aged expression, Honō no Kokuin. Buyers and sommeliers showed strong engagement with the presentation by company president Junko Tsutsumi, as well as with tasting commentary from Kura Master representatives known for their deep understanding of French culinary culture.
A pairing was proposed featuring an oak barrel-aged Kuma shochu alongside a dish by Anne-Sophie Pic, one of Europe’s most celebrated chefs—an approach that challenges conventional perceptions of shochu.
Particularly striking was a pairing proposal from the French side of Kura Master. A signature dish by Anne-Sophie Pic—the renowned female chef of a three-Michelin-starred restaurant in Valence, southeastern France—featuring grilled vegetables with black truffle and sabayon sauce, was paired with Honō no Kokuin, an oak barrel-aged Kuma shochu. It was served neat at room temperature in a white wine glass, or alternatively presented as an after-dinner drink in a style reminiscent of an Old Fashioned. The series of proposals felt both fresh and highly compelling.
Equally impressive were the questions raised by the French participants to the distillery. Topics such as the type of koji used and the alcohol content of the mash prior to distillation demonstrated a clear understanding of the distinctive characteristics unique to shochu and awamori.
This online event offered a strong sense that the stage is being set for shochu and awamori to be shared with the world not merely as beverages, but as a cultural expression.
Paz Robinson, Vice Chair of the Kura Master Judging Committee, is the Executive Chef Sommelier for the Pic Group, headed by renowned chef Anne-Sophie Pic.
Kura Master
“Kura Master” is a competition dedicated to Japanese alcoholic beverages, held in France since 2017. The judging panel is composed of leading professionals from the food and beverage industry, including holders of the prestigious MOF (Meilleur Ouvrier de France) title, top sommeliers from renowned French hotels, bartenders, cavistes, as well as experts from restaurants, hotels, and culinary schools.
Entries for the competition are currently open, with the deadline set for April 5. For details on the competition guidelines and how to apply, please visit the official Kura Master website
https://kuramaster.com/
What Is Honō no Kokuin, the Aged Shochu Praised by French Sommeliers?
At the recent online event, Honō no Kokuin received high praise, with comments such as: “An exceptionally complex and beautiful aroma, with notes of dried fruits, walnuts, vanilla, toasted cereals, and chamomile. There is also a clear consistency between the aroma and the palate.”
This expression is a rice shochu that has been aged in oak barrels for over 10 years, resulting in a remarkably refined spirit. With its depth and structure, it offers a compelling glimpse into the potential of aged shochu—well worth seeking out if the opportunity arises
| Honō no Kokuin, an oak-aged rice shochu |
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| Type: Rice Shochu Aging: Over 10 years (oak cask) Alcohol: 35% ABV Ingredients: Rice, rice koji Distillation: Blend of atmospheric and vacuum distillation Distillery: Sengetsu Shuzo Co., Ltd. Location: Hitoyoshi City, Kumamoto Prefecture, Japan |
