Wines and whiskies from the Tohoku region will also be featured! "DrinkUp!! SENDAI" will be held for the first time on November 15th [Sendai City, Miyagi Prefecture]

A tasting event featuring a variety of alcoholic beverages, including wine and whiskey, will be held in Sendai City, Miyagi Prefecture

On Sunday, November 15, 2026 , the "DrinkUp!! SENDAI Wine & Whisky FES 2026 ~Cheers in Sendai!!~" will be held for the first time at Hotel Monterey Sendai . 26 manufacturers and importers will gather for this event, where you can enjoy free tastings of approximately 200 different wines, as well as paid tastings .

The exhibitors include producers from the Tohoku region, such as Sendai Akiu Brewery in Miyagi Prefecture, Yuza Distillery in Yamagata Prefecture, and Asaka Distillery in Fukushima Prefecture. It promises to be a day where you can experience the charm of alcoholic beverages nurtured in Tohoku, alongside Western spirits from around the world

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From wine to whiskey and liqueurs. A tasting event where you can enjoy a variety of genres

The event is being hosted by Wine & Whisky BaPhare, a liquor store in Sendai operated by Yoshiokaya Co., Ltd. It's a shop where you can sample and choose your alcoholic beverages, mainly wine and whiskey.

This event brings together wines, whiskies, spirits, and liqueurs from both Japan and abroad. It's a great opportunity to compare familiar genres, and also to discover new drinks you might not have tried before

At the venue, you can sample alcoholic beverages while listening to importers and producers share the dedication and background behind each one. Tastings of rare, limited-edition bottles and unreleased products are also planned, making it appealing not only for the taste but also for learning about the story behind each bottle's creation

Please note thatan admission ticket costing 4,000 yen (tax included) per session is required to participate, and some tastings will incur an additional charge.

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Producers from the Tohoku region, including winemakers from Miyagi Prefecture and whisky makers from Yamagata and Fukushima Prefectures, will also be participating

What's noteworthy is that producers from all over the Tohoku region are participating

In the wine category, Miyagi Prefecture's"Sendai Akiu Brewery"and"Chateau Kirikurikoma Kogen Brewery"are scheduled to participate. Along with importers handling wines from all over the world, local Miyagi wineries will also be present at the venue.

In the whiskey category, the following distilleries are scheduled to participate: Yuza Distillery and Gekkogawa Distillery from Yamagata Prefecture, and Asaka Distillery from Fukushima Prefecture . In addition, Kanegasaki Yakusou Shuzo from Iwate Prefecture will be exhibiting liqueurs.

The main participating businesses from the Tohoku region are as follows:

prefecture	Participating businesses and breweries, etc	Planned genres	Official website
Miyagi Prefecture	Sendai Akiu Brewery (Akiu Winery)	wine	akiuwinery.co.jp
Miyagi Prefecture	Kirishiro Co., Ltd. (Chateau Kirikurikoma Kogen Brewery)	wine	chateaukiri.com
Yamagata Prefecture	Kinryu Co., Ltd. (Yuza Distillery)	whiskey	yuza-disty.jp
Yamagata Prefecture	Gekkogawa Distillery Co., Ltd	whiskey	gakkogawa.com
Fukushima Prefecture	Sasanokawa Shuzo Co., Ltd. (Asaka Distillery)	whiskey	sasanokawa.co.jp
Iwate Prefecture	KSP Co., Ltd. (Kanegasaki Herbal Liquor Brewery)	liqueur	kspyakusou.com

*Participating businesses and the genres they offer are based on the information announced by the organizers

This event brings together a wide range of alcoholic beverages from the Tohoku region, from wine and whiskey to liqueurs, all in one venue. By comparing different drinks while listening to stories from local producers, you're sure to gain a deeper understanding of the beverages you encountered on your travels or brands you've been curious about

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There will also be events where you can enjoy sherry and cocktails

In addition to tastings at each booth, sherry and cocktails will also be available in the event space

Sherry will be served by a "venenciador." Part 1 is scheduled for 11:20 AM, and Part 2 for 2:50 PM

Additionally, the bartenders will be serving cocktails made with BaPhare's private-label liqueurs, starting at 12:50 PM for the first session and 4:20 PM for the second session

Content	Part 1	Part 2
Opening	11:00	14:30
Sherry served by a venenciador	11:20	14:50
Booth introductions for each exhibitor	12:00	15:30
Serving cocktails made with BaPhare's private label liqueur	12:50	16:20
Closing	13:30	17:00

Throughout the event, 27 booths, including the organizer BaPhare, will be offering free and paid tastings. Water stations, rest areas, and a cloakroom will also be available

Exhibitor list and venue map. Each event is scheduled to be held in the event space next to booth number 27

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Order your favorite alcoholic beverages using your smartphone and have them delivered to your home later

A system is in place that allows customers to sample alcoholic beverages and purchase the ones they like

On the special online shopping site for ticket purchasers, most of the listed products can be ordered via smartphone. You can access the product page by scanning the QR code printed on the tasting card

Since the purchased items will be shipped at a later date, you can enjoy shopping without worrying about the burden of carrying bottles home

Sales on the special website will befrom 9:00 AM to 7:00 PM on Sunday, November 15, 2026. Products are scheduled to be shipped sequentially from Monday, November 16 to Friday, November 20.

Please note that the products on the special website are only accessible to ticket holders. If you purchased a paper ticket, arrangements will be made for you to be able to access the special website at the reception desk on the day of the event

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The venue is a 3-minute walk from Sendai Station. Each session is limited to 150 people and requires advance reservation

The venue, Hotel Monterey Sendai, is a 3-minute walk from the west exit of JR Sendai Station and a 1-minute walk from the south exit 2 of Sendai Subway Station. It is easily accessible by public transportation

The event will be held in two parts: Part 1 from 11:00 to 13:30 and Part 2 from 14:30 to 17:00. The capacity for each part is 150 people, and tickets must be purchased in advance for entry

Persons under 20 years of age are not permitted to enter. On the day of the event, you will need to present your ticket or order history screen, as well as a form of identification. Even if you have purchased tickets for multiple people, please bring identification for all attendees.

Also, there is a complete changeover between Part 1 and Part 2. Even if you purchase tickets for both parts, you will need to leave the venue after Part 1 has finished

"DrinkUp!! SENDAI" brings together spirits from around the world and producers from the Tohoku region of Japan. It's a great opportunity to find your favorite drink, or to explore different genres and broaden your enjoyment of alcohol

Source:Press release from Yoshiokaya Co., Ltd. (PR TIMES)

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