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2010 Beer & Sake Festival Report Table of Contents Page 3 About the Japan Society of San Diego and Tijuana Purpose Proceeds Page 4 Participation Page 5 Summary Pages 6-7 Sushi Star Competition Page 8 Media Coverage Page 9 Sponsors & Media Partners Page 10 Acknowledgements Pages 11 – 20 2010 Festival Selections Restaurants Beer Sake Liquors & Mixers Soft Drinks Page 21 By the Numbers Page 22 Marketing Materials

2010 Beer & Sake Festival artwork by San Diego artist Mark Richmond


About the Japan Society of San Diego and Tijuana The Japan Society of San Diego and Tijuana (JSSDT) is a non-profit, membership organization of individuals and corporations with a focus on tri-national relations. The JSSDT offers unique opportunities to become involved in the business, educational, and cultural relationships between Japan, the United States, and Mexico. The Beer & Sake Festival is one of the many ways in which the JSSDT fulfills its mission: …to promote goodwill and advance business, civic, educational, and cultural interchange and understanding between the people of Japan, San Diego, and Tijuana.

Purpose The purpose of the Beer & Sake Festival is to raise awareness of the strong ties between Japan and the San Diego-Tijuana region by introducing and promoting Japanese and local beverages, foods, and cultural activities.

Proceeds Proceeds from the 2010 Beer & Sake Festival support the JSSDT’s many educational programs and activities, including:  Japanese Cultural & Academic Proficiency (J-CAP) High School Language Competition  San Diego-Yokohama Youth Baseball Exchange  Yokohama City University Summer Science Program  Japan-in-a-Suitcase  Student Internships


Participation Approximately 750 people attended the 2010 Beer & Sake festival, including 600 guests and 150 food professionals, beverage experts, and festival staff. The food and beverage professionals served their products to guests ranging from wine aficionados, to sushi adventurers, to first-time festival participants. Our audience demographic included a wide range of ages (21 to 80) and covered a wide spectrum of ethnic backgrounds representative of San Diego’s diversity. This year’s festival was dedicated especially to the men and women of the armed services in recognition of the 50th Anniversary of the United States – Japan Treaty of Mutual Cooperation and Security. In celebration of this anniversary, members of United States Navy Region Southwest greeted members of the visiting Japan Maritime Self Defense Force Training Squadron at the 2010 Beer & Sake Festival and participated in the opening kagamibiraki ceremony.


Summary The 2010 Beer & Sake Festival was held from 6:00 – 9:00pm throughout the entire ground floor of the beautiful San Diego Marriott Del Mar, a coastal hotel whose spacious ballrooms, outdoor poolside lounge, and guest rooms provided the perfect venue for a truly San Diego event. Each guest received a gift bag with an impressive 28-page Festival Guide, Japanese Restaurant directory, and gifts from various sponsors. In the hotel lobby hallway, surveys were filled out for an opportunity to win prizes. High-definition LCD big screens in the hallway and ballroom featured logos of each beverage and food company represented at the festival, as well as our festival sponsors. Sponsors also used the video screens to introduce new products. With the cooperation of food and beverage sponsors, a conscious effort was made to use only earth-friendly products, such as chlorine-free paper, reusable signage, biodegradable plastic cups, and bamboo based food containers.

The Arterra Outdoor Lounge showcased more beer and sake varieties paired with top San Diego restaurants. Guests enjoyed outdoor fire pits, lounge benches, and cabanas in perfect San Diego weather. In total, over 14 different sponsors were represented around the beautiful poolside of the Arterra Outdoor Lounge. The Grand Ballroom was the scene of the first San Diego Sushi Star Chef Competition, beer and sake tasting stations, and eight restaurants with paired appetizers. A stage flanked by four 50-inch Sony LCD monitors held three chef competition stations and was a major focal point of the event. At the beginning of the festival, there was a kagamibiraki (sake barrel breaking) ceremony to start things off with a bang. Then, for 45 intense minutes, three sushi chefs from all over San Diego County competed for the title of San Diego Sushi Star. Masters of Ceremony Lee Ann Kim conducted interviews with the chefs and judges. At the end of the competition, judges and chefs gathered on stage for the awards ceremony. 2010 San Diego Sushi Star Chef Competition Judges Dawn Edwards – Special Events Coordinator, KPBS The Honorable Ron Roberts – San Diego County Board of Supervisors Chef Kazunobu “Nobu” Tsushima - Nobu Gourmet, Solana Beach Chef Jerry Warner - Café Japengo, La Jolla (not pictured) *Bill Boyer – Winner of Auctioned Guest Judge


San Diego Sushi Star Chefs

Izakaya Shimbashi: Yoshi Nohara, chef, with Atsushi Matsumoto, assistant

Banbu Sushi: Sean Nimitarnun, chef, with Kunpei

Ono’s CafÊ: Edward Rodriguez, chef, with Seiichiro Kamau Williams, assistant


Sushi Star Competition Results Best Overall: Izakaya Shimbashi East San Diego: Banbu Sushi South San Diego: Ono’s Café North San Diego: Izakaya Shimbashi

Izakaya Shimbashi Traditional Nigiri La Fresca Very refreshing summer roll that is complemented with an original sauce and a hint of coriander. Mushroom Roll Interesting combination of garlic sautéed mushroom and deep fried Japanese eggplant. Slightly crunchy texture of mushroom and juicy, sweet eggplant are perfect mix in your mouth.

Ono’s Café Mojito Roll inside: cucumber, yama gobo, spicy tuna outside: hamachi, avocado, lime spices, cilantro, masago mix, ponzu

Banbu Sushi Nigiri Moriawase toro,tai,uni,aji,yamaimogunkan,katsuo, beef sashimi,salmon. Aburi Salmon Roll avocado, spicy tuna, asparagus, cucumber, seared salmon, sliced sweet onions,ponzu,shaved dry bonito on top


Media Coverage 60 Print / Online media coverage:  Los Angeles Times Travel “Vacationing for Beer”  Union Tribune “Sake it to Me! Beer & Sake Festival Returns”  North County Times “GO: Best Bets for Foodies this Weekend”  Ranch & Coast Magazine June Issue Top Event to “Attend”  Riviera Magazine “Hip to Sip: Beer & Sake Festival Pairings”  San Diego Magazine’s “The A List: Top 25 Things to Do in San Diego”  Orange County Register “Wine Makes Way for Beer Tastings”

Broadcast Media 4 TV Stations and 2 Radio Stations:

   

STAR 94.1 “AJ in the Morning” Sake & Sushi Pairings, plus a week of daily ticket give-aways KPBS “Around Town” event promotions KUSI-TV live mini-sushi challenge with our 3 participating Sushi Star Chef Challengers CW San Diego 6 featured a live sake and French Cuisine pairing with festival partner restaurant Marine Room, plus a taiko drum performance Fox 5 San Diego interviewed some of the future sushi chefs of San Diego and performed a traditional sake barrel break live on air NBC 7/39 featured sake & breakfast with Festival partner Café Japengo



Sponsors Kuramoto Title Sponsor Harrah’s Rincon Casino and Resort Daiginjo Platinum Sponsors San Diego Marriott Del Mar Arterra Ginjo Gold Sponsors Limelight Public Relations Morrison & Foerster LLP Viejas Band of Kumeyaay Indians Nigori Silver Sponsors Asahi Beer USA eLiveLife.Com Fontana Trader Gekkeikan Sake Ichishima Shuzo Markstein Beverage for Kirin Beer M&M Sake Mutual Trading Co., Inc. Ono’s Cafe Pacific International Liquor

Sapporo USA Shimbashi Izakaya Silkroad Wine & Spirits Boutique Sakes by Smart Assist Sony Electronics Spirit Graphics & Printing Takara Sake Ty Ku Yakult

Junmai Bronze Sponsors AFLAC Airdale Brewery Alchemy Ballast Point Brewery Banbu Sushi Café Japengo Hakutsuru Sake Honest Tea Le Chef Bakery Lightning Brewery The Marine Room

Mark Richmond Negai The Oceanaire Seafood Room Refine Cocktail Mixers Rock Sake Ron White Sean Dietrich & Billy Martinez Sushi on a Roll Toshi Sushi Trumer Pilsner

Media Partners CityBeat Dining Out Musubi Map SanDiegoTown.Com San Diego Daily Transcript San Diego News Network San Diego Yu-Yu YELP San Diego


Acknowledgements Formatted: Centered, Line spacing: Multiple 1.15 li

Festival Commitee George Ekita, Co-Chair Hisashi Sakashita, Co-Chair Arlene Bolz Jeffrey Hanson Diana Rowland Mike Shaunessy JSSDT Staff Dave Tuites, President Aya C. Ibarra, Program Director Keiko Suzuki Lopez, Membership/Communications Manager

Festival Volunteers Leticia Becerra Meg Kawahara - Caton Atsumi Flores Yolanda Inchauregui John Kazemaini Victor Marmolejo Adolf Ray Mosco Toshiko Nagai Michael Nguyen Luis Rea Erika Shiraishi Kazuo Takada Marisa Takeuchi Sharlene Thompson Linh Tran Nathan Windoffer Special Thanks Lee Ann Kim, emcee San Diego Asian Film Foundation Cruz Rodriguez, Guitarist Viejas Productions Six19 Printing Julie Kim, Photographer Joel Rull, Photographer


2010 Festival Selections

Restaurants K e The 2010 Beer i & Sake Festival featured local chefs and beverage sponsors working together to create delicious and innovative pairings. The results were wonderful, never-seen-before culinary discoveries featuring Japanese dishes paired k with San Diego o microbrews and non-Japanese dishes paired with Japanese sakes. These creations strengthened the ties between innovative San Diego restaurants, San Diego microbreweries, and the Japanese beverage industry. S Alchemy u z Suzie’s FarmuSquash Blossoms stuffed withkRicotta Cheese i Hot House Cucumber, Hibiscus and ChioggaLBeets o Paired with Organic and Plum p sake from Hakutsuru Sake e z Arterra , Cured and Crispy M Pork Belly with Yumehibiki e Glazed Plums, English Peasm b Featuring Yumehibiki Beauty e Plum Liquor rfrom Fontana Trading s h CafÊ Japengo i p Mango-Papaya / Seafood Salad Seared Ahi Wonton with Chuka C and Wasabi oAioli m Paired with Yellow Tail and Big m Eye Ginger IPA u from Ballast Point Brewery n i c a t i o n


Harrah’s Rincon Torchon of Foie Gras with Unagi and Toasted Brie Paired with Gekkeikan Sake

Le Chef Bakery Asiago Cheese Bread

The Marine Room Thyme Scented Avocado Beignet: Hibiscus Sea Salt, Ancho Chile Aioli Madras Curry Escargot Casserole: Maitake, Serrano Ham, Lily Bulb, Macadamias, Peach Brandy Paired with Genshu and Koshu Sake from Ichishima Shuzo

Negai Chiles Rellenos stuffed with Crab and Lobster

Ono’s Café Fresh Fruit with li hing mui Paired with Hana Infused Sakes from Takara Sake


Shimbashi Izakaya Edamame Sticks: Deep Fried Edamame wrapped with Yuba, seasoned with Shichimi Fried Shiba Ebi: Deep Fried Shiba Shrimp seasoned with Green Tea salt Paired with Elemental Pilsner and Thunderweizen from Lightning Brewery

Sushi on a Roll (SOAR) Assorted sushi rolls

The Oceanaire Seafood Room Seaweed Salad with Miso Dressing and Oserta Caviar King Crab Battera with Dashi Soy Reduction Paired with Hakkaisan Junmai Ginjo and Onikoroshi Honjozo from Mutual Trading Co., Inc. Toshi Sushi Me Roll You Long Time: tempura fried asparagus, avocado, kaeware sprouts, cucumber on inside, topped with albacore, lemon juice, spicy garlic sauce, fried onions, green onions and lemon zest



Airdale Horizon Hefeweizen Afterburner Amber Ale

Asahi Brewmasters Select Super Dry (Draft) Kuronama

Ballast Point Big Eye Ginger IPA Yellow Tail Pale Ale


Kirin Ichiban Shibori Kirin Light

Lightning American Amber Ale Elemental Pilsner Thunderwiezen Ale

Trumer Trumer Pils

Sapporo Premium Draft Sapporo Light Yebisu Sapporo Reserve



Fontana Trader Malt Plum Liqueur Matured Plum Liqueur Plum Liqueur (Sweet Melody) Kizan Sanban Nakakumi Nozomi Toji (Limited Edition) Raifuku Hydrangea Daiginjo Raifuku Concentrate Sake Raifuku Makko Shobu Raifuku Tokubetsu Junmai Tani

Gekkeikan Black & Gold Gekkeikan Plum Haiku Horin Nigori Zipang


Mutual Trading

Hakkaisan Tokubestu Junmai Kamotsuru Tokubetsu Junmai Kikusui Funaguchi Kikusui Junmai Ginjo Nanbu Bijin Suigei Toku Junmai Michinoku Onikoroshi

Hakutsuru Junmai Ginjo Organic Sake Plum Wine Slim Sayuri Sho Une

Pacific International Liquor Katana Extra Dry Hananomai Junmai Ginjo Hananomai Junmai Daiginjo Kurosawa Junmai Kimoto Kurosawa Premium Reserve Okunomatsu Tokubetsu Junmai Okunomatsu Ginjo Okunomatsu G2 Ginjo Okunomatsu Jyuhachidaime Ihei Hatsumago Junmai Kimoto SHOZUI Black Bottle MU Junmai Daiginjo Yaegaki Nigori Shichiken Junmai Ginjo


Ichishima Shuzo Honjozo Ichishima Ginjo Koshu Ichishima Junmai Genshu Ichishima Silk Deluxe

Smart Assist

Sakura Shinrai “Thunder Boy” Fukuju Tenpouichi Tokubestu Zui Kan

Silkroad Mizuho Kuromatsu Kenbishi Silkroad Plum Sake Silkroad Raspberry Sake Mizbasho Ginjo Mizbasho Junmai Daiginjo Mizbasho Sparkling Sake PURE Mizbasho Sparkling Sake NIGORI Kuro Ninki Junmai Ginjo Ninki Ichi Daiginjo

M&M MoMo Cosmo MoMo Nigori


Rock Sake Rock Sake Junmai Ginjo Rock Sake Cloud

Takara Shirakabegura Tokubetsu Junmai Shirakabegura Ginjo Hana Flavored Sakes Nigori Crème de Sake Nigori Silky Mild SCB Chokara SCB Classic SCB Ginjo SCB Organic Nama SCB Tokubetsu Junmai Sierra Cold Takara Plum Takara Plum Kissui Vodka

TY KU TY KU Ultra Premium Junmai Daiginjo Sake TY KU Super Premium Junmai Ginjo Sake TY KU Ultra Premium Soju TY KU Asian Citrus Premium Liqueur


Liquors & Mixers Fontana Trader Malt Plum Liqueur Matured Plum Liqueur Plum Liqueur (Sweet Melody)

Refine Cosmopolitan Mojito Margarita

Soft Drink Honest Tea Superfruit Punch Cranberry Lemonade Honey Green Tea Orange Mango Pomegranate Blue

Yakult Yakult


By the Numbers Statistics from the Beer & Sake Festival Number of Sakes: 79 Number of Beers: 17 Number of people at the Festival: 750 Average Age: 35

Middle 50% Range: 28 - 44

Percentages – Male: 59%

Female: 41%

Attendance Numbers by Region in San Diego County:




Central County Coastal Central County Inland North County North County Inland


East County 24%


South County Outside of San Diego

13% 7%


Marketing Materials

3x8 Rack Card Design

Web Banners

Newspaper Print Ad

Web Tiles



For further information about the

Beer & Sake Festival please contact

Japan Society of San Diego and Tijuana Office: 4883 Ronson Court, Suite K, San Diego, California 92111 Telephone: (858) 467-1727 Fax: (858) 467-1729 E-mail: Website:


2010 Beer and Sake Festival Report  

2010 Beer and Sake Festival Report

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