Case Study
In partnership with JSS, the UK Bartenders Guild hosted a national initiative to introduce bartenders to Honkaku Shochu and Awamori. The project combined education, cultural insight, and competition to highlight the versatility of Japanese spirits within modern mixology.
Celebrating Honkaku Awamori & Shochu
Developed in collaboration between the Guild and JSS, this series was created to deepen UK knowledge of Honkaku Awamori and Shochu, two distinctive Japanese spirits with strong cultural roots. The initiative included seminars, tastings, and a national bartending competition designed to inspire new creations and elevate the profile of the Japanese drinks industry in the UK.
The final event and award ceremony took place in London, hosted by Declan McGurk, with judging by Ryan Chetiyawardana, Gento Torigata, and Sandrae Lawrence.
Impact
Bartender engagement
55.4%
attendance rate
40
competition entries
3+
key cities engaged: London, Leeds, Manchester
10
Shochu brands profiled
Marketing engagement
£0.08
paid social ads average CPC
7.25%
social media average engagement rate
42.56%
email open rate (40.04% non-profit benchmark)
21
regional bartender groups engaged
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