The Joy Of Sake, the largest sake-tasting event outside Japan, recently returned to New York City for its 13th annual celebration in June 2018. The event featured a record 478 competition-level sakes, a record 19 top restaurants serving sake-inspired appetizers, and a doubling of space to accommodate an expected sellout crowd at the venue. The on-going event continues to grow with international outings, coming to London on September 28th. Meanwhile, The Joy Of Sake is scheduled to run within the Gotanda area of Tokyo on November 7th.
To learn more about the Joy Of Sake’s past, present and future, I did some Q&A with the event’s organizer Chris Pearce. More on Pearce and the Joy Of Sake can be found online at www.joyofsake.com.
The Joy Of Sake series seems keep growing up and growing, as it’s now in multiple countries. Was that the plan all along?
Chris Pearce: The Joy Of Sake is a 501 (c) (3) non-profit organization, so there has never been a “business plan.” The event was first held in Honolulu in 2001. But Hawaii is quite remote and many people asked that it be brought to the Mainland U.S. The first San Francisco event in 2003 was a big success, and riding the wave of sake popularity at the time New York followed in 2004. The first Joy of Sake Tokyo was held in 2010 to celebrate the 10th annversary.
Why did you decide it was time to go to London?
Chris Pearce: Pretty much for the same reasons as above. London has the only vibrant sake market in EU and in addition the quality and variety of Japanese cuisine is in London is quite remarkable. There has been talk of a London event for the last three years, and it finally happend in 2018.
How do the Joy Of Sake events compare to one another? For example, does the New York event have a different vibe than it does in Hawaii?
Chris Pearce: Essentially they are the same. Each is the public tasting event for entries in the U.S. National Sake Appraisal, where guests can actually taste competition-level sakes in top condition. Each features really good restaurants serving sake-themed appetizers. The vibe though is definitely different in each city. The Honolulu event, which has attendance of 1,600, is casual and we see a younger crowd, equally men and women. New York has an older demographic and is perhaps a bit more elegant. But it’s still pretty hip.
Do you look at any of the events as the “flagship” event?
Chris Pearce: Not really, but in terms of the overall experience, we are really happy with the way the New York event is developing.
How long does it take to book and stage an event like The Joy Of Sake?
Chris Pearce: We try to book the date a year ahead of time to make sure we have a good one. The events run every 6-8 weeks between June and November. It takes about 4 months to organize each event, Tokyo even longer because they like to plan things way in advance in Japan.
What is coming up for The Joy Of Sake?
Chris Pearce: London is this week, and Tokyo on November 7th.
Has running the event changed your perspective on sake at all?
Chris Pearce: You get a sense of how much love there is out there for sake. We’re just happy to be able to facilitate an amazing sake experience for around 4500 people every year. You also develop a deep feeling of appreciation for all the volunteers that make it happen. There are some paid service providers but it’s mostly volunteers.
When not busy with The Joy Of Sake, how do you like to spend your free time?
Chris Pearce: What free time? (laughs) As soon as Joy of Sake Tokyo is over we are in the middle of planning for the U.S. National Sake Appraisal. In the rare off-moment I attend to my “real job” as the publisher of Hana Hou!, the inflight magazine of Hawaiian Airlines. And of course, living in Hawaii, all you have to do is step outside to enjoy just being alive.
Finally, Chris, any last words for the kids?
Chris Pearce: Never underestimate the emotional and physical health benefits of sake. It’s not for nothing that it’s known in Japan as “hyakuraku no cho”–the best of all remedies.
