F&B events in Japan – Serving alcohol

In this new article of Events in Japan, we focus on an important aspect of event planning aka the service of alcoholic beverages.

Maintaining great rapport with clients

We are human, we all drink and eat, so what could be better than a gourmet meal or even something a little bit more casual for a professional gathering? On paper, it sounds like a delightful idea, but there is a catch: alcohol.

As in France, the legislation surrounding alcohol is very strict in Japan, and we must adhere to it if we want our F&B event to go smoothly. However, this should not block you from organizing one! In this article, we share our experience on the subject so you can approach these events with peace of mind.

Serving Alcoholic beverages 101

First of all, it is important to know that alcohol shall not be served to minors, pregnant women, or drivers. Unlike France, which has a tolerance threshold of 0.5g of alcohol per liter of blood, Japan does not leave any grey areas; if you are driving a car, a motorcycle, or even a bicycle, you cannot consume alcohol.

When creating invitations for your event, it is essential to include a legal disclaimer regarding this matter. It might even be necessary to arrange transportation to and from the event venue, depending on the standard and budget available.

When hosting an event and serving alcoholic beverages, it is also important to remember that not everyone drinks. Whatever the reason, it is often personal, and we must offer a qualitative alternative for these individuals. Yes, even when the product being highlighted is alcohol, guests may still want to have the information to relay without being able to consume it themselves.

Having been pregnant twice while holding positions that required frequent participation in Wine and Spirits events, Alice noticed that the consumer experience (and thus the final impression) varied greatly depending on the attention given to those unable to taste the alcohol offered.

The Nolo Trend

For decades, alcohol consumption has been decreasing year by year, and while in Japan in the 2000s, dinners accompanied by Cognac were common, it is almost inconceivable today.

Over the past ten years, driven by the nolo trend (powered by Dry January – in reference to those who don’t drink or only drink a little bit of alcohol), non-alcoholic cocktails, beers, and wines have been gaining popularity, and a genuine non-alcoholic offering is emerging in both France and Japan. It is now easier to accommodate your guests without them feeling left out.

So for your next event, why not offer food and drink pairings with and without alcohol? We will, of course, assist you in this stage of setting up your operation.