Milano Sake Experience

MILANO SAKE EXPERIENCE (formerly known as the Fuori Milan Sake Challenge) is a sake tasting event aimed to let as many Italians as possible familiarize with Japanese sake and deepening their knowledge. Among the sakes exhibited at MILANO SAKE CHALLENGE, unopened sakes that approved in advance by the sakaguras will be open to the public for tasting.*

In 2023, approximately 1,000 people attended the event, with 60% being B2B professionals such as restaurant owners, sommeliers and buyers, and 40% general consumers. The aim was to promote Japanese sake in the Italian market from various angles.

The MILANO SAKE CHALLENGE 2024 Awards Ceremony will be held on the same day and at the same venue prior to the event. Medias, sake sommeliers, and buyers will be invited to the awards ceremony, providing an opportunity to widely introduce the winning sake

*UNOPENED SAKES ARE STORED AT 0°C IN A DEDICATED REFRIGERATED WAREHOUSE IN MILAN UNTIL THE DAY OF THE EVENT. WE TAKE UTMOST CARE IN PRESERVING THE QUALITY TO ENSURE THAT VISITORS CAN ENJOY THE SAKE PROPERLY.

We will organize a collaboration dinner with several popular restaurants in Milan for the sakaguras that participated in sakagura booth (additional cost applies). The sakaguras will provide their selected sake brands to each restaurant, and the chefs will create dishes that go well with the sake, allowing them to experience pairing. This dinner event will be introduced to the media as part of the MILANO SAKE EXPERIENCE.

Sponsored by Prosciutto di San Daniele, Parmigiano Reggiano Association, Yamagata Prefecture, Miyagi Prefecture, Sake Company Srl, Sake Sommelier Association. Features paid masterclasses (in Italian only in 2023).