Candlewick Official Blog

世界的な権威のあるワイン品評会が日本酒の審査会を開催 ~日本酒の海外普及推進に貢献~ 
World’s most prestigious wine competition hosts Sake Competition in Japan, helping to spread the elixir internationally

34年の歴史を誇り、ワインの品評において世界的最大規模で最も影響力のあるIWC(インターナショナル・ワイン・チャレンジ)が、日本酒の可能性に着目し、その美味しさを日本のみならず、世界に広めようと2007年から始めたIWC 「SAKE部門」審査会。日本人と外国人同数の審査員によって、完全なるブラインド・テイスティングで行われる、この世界最大級の日本酒審査会の初めての本格的な日本開催に際し、キャンドルウィックは消費者および業界関係者の認知度向上とプレス誘致に携わりました。

The International Wine Challenge (IWC), which is the largest and most influential wine competition in the world, boasts a 34-year history of tasting and selecting the best alcoholic beverages. Based firmly on the potentials of this rice wine, IWC started its “IWC Sake Competition” in 2007, and the event has helped spread its superb taste outside Japan. This year’s Sake competition, which is one of the largest such event in the world, was officially held for the first time in Japan, with a group of equal-numbered Japanese and non-Japanese judges conducting a strict blind-tasting. Candlewick had the honor to support this event through increasing awareness to consumers and throughout the industry, as well as raising media attention.



IWC 「SAKE部門」の最大の特徴は、日本だけでなく世界中で愛される日本酒を選定することと、IWCが培ってきた世界中のワインの流通ネットワークに日本酒が紹介されることです。つまり、日本酒の国際化に非常に大きな影響力を持つのです。この審査会の結果は外務省にも注目されており、受賞酒は在外公館での催しもの、各国要人歓迎パーティなどで振舞われます。今年5月26日、27日に伊勢志摩で開催されたG7サミットにおいて、安倍首相から各国首脳への贈呈品のひとつに2015年にチャンピオンに輝いた福島県の純米大吟醸酒「会津ほまれ」が選ばれたことからも、IWC 「SAKE部門」の影響力がうかがえます。
The IWC Sake Competition is unique, and selects Japanese sake brands that would be loved by consumers not just from Japan, but also around the world. In addition, IWC uses its own global wine distribution network to introduce the Sake Competition winners. Thus, IWC exercises strong influence over the globalization of Sake. The Ministry of Foreign Affairs has expressed strong interest in the competition, and chooses to serve IWC award-winning brands at events and receptions to welcome VIPs, held domestically or at embassies around the world. “Aizu Homare”, the IWC Sake Champion for the Junmai Daiginjo category in 2015, was chosen as a present to leaders attending the Ise-Shima G7 Summit on May 26-27. This simple fact shows how influential this Competition is.



キャンドルウィックでは、IWC 「SAKE部門」審査会の国内での認知度向上のため、外国人審査員や蔵元からの協力も得ながら、審査会が推し進めてきた日本酒の国際化に向けての取り組みについてのストーリーをまとめ、取材誘致をおこないました。また、日本酒ファンにリーチしやすいSNSツールとして専用のFacebookページを開設、過去の入賞酒のプレゼントキャンペーンなどを実施し、期待感を高めるとともにファンとのエンゲージメントを図りました。その結果、イベントに関して、250件を超えるメディアでの露出を獲得するなど、大きな反響を得ました。
In order to increase domestic awareness of the IWC Sake Competition, Candlewick approached media to highlight how IWC has strategically moved to globalize Japanese Sake, developed with the help of non-Japanese judges and Japanese Sake brewers. Candlewick also set up a dedicated Facebook page to better connect and engage with Sake fans, as well as increase awareness of the event, through this social networking tool. Campaigns with past award-winning Champion Sake as giveaways were conducted to build excitement towards the event, as well as further engage with Sake fans. As a result of our activities, we had media exposure of more than 250 articles, creating huge buzz.



Candlewick will continue its journey to promote the charms of good food and beverages through various PR and sales promotion activities.