Sake and Shochu: Promotion for Japanese Alcohol Targets Foreign Visitors at Haneda, Narita, Chubu & Kansai

Four international airports in Japan--Haneda, Narita, Chubu and Kansai--will kick off a PR campaign in support of sake and shochu, two distinctively Japanese alcoholic beverages, on October 1.

The Ministry of Land, Infrastructure, Transport and Tourism (MLIT), the ministry's Tourism Agency, the four international air transport hubs and the sake and shochu brewing industry have come together to inform overseas travelers visiting Japan about the excellence of the rice wine and distilled beverage. This project is part of the Japanese government's Action Program for Making Japan a Tourism Nation.

The duty-free shop Tokyo's Haneda Airport runs in its international passenger terminal will sell sake and offer free samples. It will set up a booth in the duty-free area to introduce foreign visitors to Japan to award-winning brands. The booth will also provide information on how to produce and imbibe sake and shochu as well as on breweries in Japan offering tours.

Similar promotions are also planned at Narita outside Tokyo, Chubu outside Nagoya and Kansai outside Osaka.

The PR booths will alternate sake and shochu brands every two weeks or so to provide exposure for products from across Japan. The promotion will run until March 31, 2014.