On Monday, 26 October 2026, Japanese beverage craftsmanship met South African hospitality at The Prawnery in Rosebank, Johannesburg, for the Sake & Japanese Whisky Business Event, hosted by the Embassy of Japan and the Japan External Trade Organisation (JETRO).
The event brought together beverage traders, hospitality buyers, industry professionals and diplomatic representatives to explore Japan's diverse sake and whisky offering, while creating opportunities for meaningful trade relationships between the two countries.
At the centre of the tasting experience was Chenin Noir, a South African beverage training and education company, representing 11 companies showcasing products from nine Japanese prefectures. The selection included traditional sake, sake-based liqueurs and whisky expressions, offering guests an introduction to the regional diversity and craftsmanship behind Japanese beverages.
For Chenin Noir, the occasion was as much about developing local beverage expertise as it was about introducing new products to the South African market.
Bringing Japanese beverage knowledge to the South African trade
The event officially opened with welcoming remarks from His Excellency Fumio Shimizu, Ambassador of Japan to the Republic of South Africa, setting the tone for an afternoon of cultural exchange and industry engagement.
Following the Ambassador's address, Chenin Noir CEO and Certified Sake Sommelier and Educator, Xolani Mancotywa, led a 20-minute sake masterclass, introducing guests to the history, production methods and traditions that have shaped one of Japan's most significant beverages.
For an audience more familiar with wine and spirits, the masterclass provided an opportunity to understand sake through the principles of production, provenance, flavour and food pairing.
Beyond the masterclass, Chenin Noir had prepared its community of sommeliers and aspiring sommeliers through dedicated training covering the history of sake, its production methods, regional identities, tasting techniques and the accurate presentation of Japanese whisky.
This preparation enabled the team to engage confidently with industry professionals, explain the stories behind the products and offer informed recommendations on service and food pairing.
The educational experience continued through a canapé-style lunch, where each of the courses was accompanied by a carefully selected sake pairing.
The pairings demonstrated sake's versatility at the dining table, highlighting how different styles can complement ingredients, textures and flavours.
Developing the next generation of beverage professionals
One of Chenin Noir's most significant contributions to the event was the involvement of its sommelier community.
During the trade networking session, trained sommeliers managed the tasting stations, guiding guests through the products, sharing information about the producers and engaging with potential buyers.
Rather than simply pouring beverages, the sommeliers served as educators, connecting each product to its origins, production methods and cultural significance.
For aspiring sommeliers, this provided an opportunity to put their training into practice in a professional environment, engaging with an audience that included hospitality buyers, traders and diplomatic representatives.
The experience also highlighted the growing importance of specialist beverage knowledge within South Africa's hospitality sector.
Strengthening ties through education and hospitality
Beyond the tasting tables, the event created a platform for Japanese producers and South African trade representatives to explore potential business relationships.
The combination of product education, food pairing and direct engagement with buyers offered a practical introduction to beverages that may still be unfamiliar to parts of the local market.
The afternoon concluded with remarks from JETRO Executive Director Shintaro Matoba, who thanked attendees and participants for contributing to the occasion.
For Chenin Noir, the event reinforced the role that beverage education can play in connecting international producers with South Africa's hospitality industry.
By investing in its sommelier community and creating opportunities for practical learning, the company continues to demonstrate that professional beverage development extends beyond the wine glass.