'SAKE INITIE Neo Trad Rabbit,' Expanding in Overseas Exports and Luxury Hotels, Wins Gold at Kura Master 2026

SAKE INITIE Neo Trad Rabbit, from the sake brand SAKE INITIE developed by Kobayashi Junzo Shoten (Headquarters: Osaka, Japan; CEO: Yutaro Kobayashi), has been awarded a gold medal at the Japanese sake competition 'Kura Master 2026,' held in Paris, France.

In addition to its ongoing export to overseas markets, the sake is increasingly being featured in Japan at luxury foreign-affiliated hotels and concept-driven liquor stores that emphasize curated culinary experiences and lifestyles.

We believe this award signifies that the direction of SAKE INITIE—developed to naturally complement not only Japanese cuisine but also Western dishes and dining tables featuring wine—has been esteemed by French food professionals.

The brand is scheduled to exhibit at 'WINE TOKYO 2026' on June 10, 2026, the '12th “Japanese Food” Export Expo Summer' from June 24-26, 2026, and the '18th Hotel, Restaurant & Food Service Show & FOODEX JAPAN in Kansai 2026' from July 22-24, 2026. We will directly introduce the flavor of SAKE INITIE Neo Trad Rabbit and the brand's worldview to professionals from hotels, restaurants, liquor stores, and the export industry.

About Kura Master

Kura Master is a competition for Japanese alcoholic beverages, including sake, held in France since 2017.

The judging panel is composed mainly of French professionals who are pillars of French food culture, including M.O.F. (Meilleur Ouvrier de France) holders, top sommeliers, bartenders, cavistes, and professionals from hotels, restaurants, and culinary schools.

A key feature of the judging process is its focus on compatibility with French food culture and the potential for its inclusion in local restaurants and hotels.

Therefore, winning an award at Kura Master holds great significance, not just as an evaluation of quality as a sake, but also from the perspective of how it is received within European dining and wine culture.

About the Award-Winning Sake 'SAKE INITIE Neo Trad Rabbit'

'SAKE INITIE Neo Trad Rabbit' was developed to naturally blend into overseas dining tables and modern lifestyles while cherishing the traditional values of Japanese sake.

It features a modern and approachable appearance, making it easy for those unfamiliar with sake to try, and a flavor profile designed with food pairing in mind.

While it naturally pairs well with Japanese cuisine, it also complements cheese, seafood, white meats, herb-infused dishes, appetizers, and light Western menus, making it an easy-to-propose sake in F&B scenes at restaurants and hotels that handle wine.

The brand name 'SAKE INITIE' embodies our desire to be an 'initiation' or 'entrance' for people to casually enjoy sake in their daily meals and conversations, rather than placing it at a distance as something special.

The name 'Neo Trad Rabbit' represents the brand's posture of reinterpreting sake with a new sensibility while inheriting tradition, and gracefully leaping into the world.

Expansion in Overseas Exports and Luxury Hotels

SAKE INITIE Neo Trad Rabbit is already being exported to overseas markets and is being promoted as a sake that can be enjoyed in the context of wine and Western food, even in regions where sake is not yet familiar.

For the overseas expansion of sake, it's crucial not only to appeal to interest in traditional Japanese culture but also to naturally integrate into the local food culture and lifestyle.

With this in mind, SAKE INITIE focuses on creating a taste, design, and brand communication that, while valuing the essence of sake, is easy for overseas consumers to enjoy at their daily dinner table.

Domestically, it is gaining traction in venues that prioritize culinary experiences and lifestyle proposals, such as dining and bars at foreign-affiliated hotels and concept-driven liquor stores.

As inbound tourism demand grows, we aim for it to become a new option for hotels, restaurants, and liquor stores, as a sake that is easy to explain to international guests and can be easily incorporated into wine lists and pairing menus.

About Upcoming Exhibitions

Taking the opportunity of this award, SAKE INITIE Neo Trad Rabbit will be exhibited at the following trade shows to further expand our connections with domestic and international buyers, hotel and restaurant professionals, liquor stores, and export-related parties.