Launching Event for Japan's New Sake Brand 'GI Tottori' Set for 2026

Celebrate the Launch of 'GI Tottori'

On October 1, 2025, Japan's National Tax Agency designated a new sake brand, 'GI Tottori', under the geographic indication (GI) system. To commemorate this significant milestone, a launching event will be held online, connecting two venues in Tottori and Tokyo on March 19, 2026. This event aims to bring attention to the rich brewing culture of Tottori and will provide participants with a unique opportunity to engage with local sake experts, brewers, and of course, sample the products.

What is 'GI Tottori'?

'GI Tottori' is not just a label for sake produced in Tottori Prefecture; it represents a commitment to excellence in sake brewing. To qualify as 'GI Tottori', each sake must adhere to strict criteria:

- Only Tottori-grown rice is used as the raw ingredient.
- The brewing water is sourced from within Tottori.
- It is exclusively pure rice sake (junmai).
- Traditional small-batch brewing methods are employed.
- The koji rice must constitute over 20% of the mixture.

This dedication results in a sake that embodies the character and uniqueness of the Tottori region, showcasing its natural resources, water, rice, and local brewing skills.

Event Details

- Date and Time: March 19, 2026, from 14:00 to 16:30
- Venues:

- Tottori Venue: ANA Crowne Plaza Hotel Yonago
53-2 Kume-cho, Yonago City, Tottori Prefecture
- Tokyo Venue: Tottori Okayama Shimbashi-kan, 2nd Floor Event Space
1-11-7 Shimbashi, Minato-ku, Tokyo
- Both venues will be connected online, and participants can also join through live streaming on YouTube.

- Participation Fee: Free (Pre-registration required).

While the event is open to the public, priority will be given to alcohol distributors, food service professionals, and members of the media.

Program Schedule

- Keynote Speech (Tottori Venue with satellite viewing in Tokyo)

- Topic: "The Charms of GI Tottori - Quality in Sake Brewing and What Lies Ahead"
- Speaker: Noriko Takahashi, Chairman of the Tottori Prefectural Industrial Technology Center

- Panel Discussion (Tottori Venue with satellite viewing in Tokyo)

- Theme: "All Pure Rice, All Local Rice, All Small Batches - Choosing GI Tottori"
- Coordinator: Yoko Yamamoto, Sake and Food Journalist
- Panelists: Shinya Tasaki, Honorary Chairman of the Japan Sommelier Association, among other representatives from GI Tottori-approved breweries.

- Free Tasting of GI Tottori Certified Sake will be available at both venues.

Future Outlook

The GI designation opens a new chapter for Tottori's sake brewing industry, allowing it to reach international markets. This event is seen as a launching pad to promote the brand as one that grows alongside the local community while enhancing its presence on the global stage.