Singapore continues to evolve as a central hub for the bar and beverage industry in Asia. Now attracting global attention beyond Asia, it hosted Bar Convent Singapore (BCB Singapore) 2025 on March 3 and 4. This report highlights Sanwa Shurui’s booth and events, offering a glimpse into the latest industry trends showcased at the venue, where spirits brands and professionals from around the world gathered to exchange ideas—and the vibrant pop-up events held outside the main venue.
Written and composed by: Contentsbrain / English translation: LIBER
Entrance to the BCB venue, where bar professionals from around the world come together (Photo courtesy of BCB Singapore 2025)
Bar Convent Berlin (BCB) is the largest trade fair for the bar and beverage industry, where bar owners, bartenders, manufacturers, and other professionals come together to share ideas and the latest trends. Launched in Berlin, Germany, it has since expanded to New York, London, and São Paulo. In 2023, it was held in Singapore for the first time, establishing a new platform tailored to the Asian market.
This article covers the second edition of BCB Singapore, held on March 3 and 4, 2025. More than 2,300 professionals from 36 countries and regions gathered at Marina Bay Sands in Singapore, a key hub for the Asian market.
The event featured a packed schedule, including exhibitions, spirits and cocktail tastings, educational seminars, and networking sessions. From early afternoon on the first day, many attendees arrived for the seminars and tastings they had been looking forward to. At the center stage and workshop areas, speakers offered practical insights on topics such as team building in bars, leadership, creating sustainable businesses, and brand strategy. Tasting seminars also focused on agave spirits, white rum, awamori, and the traditional Japanese distilled spirit of honkaku shochu, sparking lively discussions as participants sampled the drinks.
On the second day, many of the industry professionals who had connected at the previous night’s pop-up event visited the booths, deepening relationships and forging new ones. The lively atmosphere throughout the venue offered a strong sense of momentum and promise for the industry’s continued growth.
At the Sanwa Shurui booth, visitors enjoyed tastings of several honkaku shochu labels, including iichiko Saiten, iichiko Silhouette, and iichiko Special, along with the spirit WAPIRITS TUMUGI. The booth also served three original cocktails made with iichiko Saiten and WAPIRITS TUMUGI—both part of the WA-SPIRITS lineup, a high-proof distilled spirit series designed for cocktails that highlights the rich, koji-derived flavors unique to honkaku shochu.
Kicking off the first day was Jesse Vida, owner-bartender of the popular Singapore bar Cat Bite Club. Known for his passion in promoting a wide range of spirits made from agave and rice, Jesse brought a deep understanding of shochu to the booth. True to Cat Bite Club’s style, the cocktails he served showcased the full character of koji-derived flavors. Crafted to suit the daytime setting, the recipes were light, approachable, and sparked lively conversations with visitors.
Jesse Vida of Cat Bite Club at the Sanwa Shurui booth on Day 1 of BCB Singapore 2025, with bottles of iichiko Saiten on display.（The bottle pictured bears the previous design. The current product may have a different label or shape.）
On the second day, Gabriel Lowe from Cat Bite Club took over the booth, introducing visitors to the unique characteristics of shochu and other koji-based spirits—both in their pure form and as cocktail bases that bring out the depth of koji-driven flavor. “What makes honkaku shochu so distinctive,” he explained, “is that it’s made using single distillation, which allows the individuality of the ingredients to come through clearly. That’s something other spirits don’t offer, and it brings fresh inspiration to the world of cocktails.”
A cocktail made with iichiko Saiten, served at the Sanwa Shurui booth. The refreshing flavor highlights the umami of koji, a defining feature of WA-SPIRITS.
Also on this day, the Japan Sake and Shochu Makers Association hosted a seminar on honkaku shochu at the venue’s tasting area. Participants learned about the basic production methods of honkaku shochu and experienced how factors like the distillation method and type of koji affect the flavor and aroma. The seminar also introduced recommended ways to enjoy each type, offering a valuable opportunity for local attendees—many of whom were unfamiliar with this uniquely Japanese distilled spirit—to deepen their understanding.
●Cat Bite Club (Jesse Vida, Gabriel Lowe) – 75 Duxton Rd, Singapore 089534
In addition to its presence at the main venue, Sanwa Shurui also hosted a range of pop-up events around town.
On the eve of BCB Singapore 2025, a special event titled FRIENDS OF MANHATTAN: MEGA TAKEOVER was held at Manhattan, the bar inside Conrad Singapore Orchard.
The event was split into two sessions. The first half featured Kenta Goto of Bar Goto in New York, Toru Ariyoshi and Keisuke Yamamoto of Bee’s Knees in Kyoto, and Makiko Otsu of Bar Sebek in Fukuoka. In the second half, the bar was taken over by Tsunetaka Imada of Angel’s Share in New York, Graham Kimura of VIRTÙ at Four Seasons Hotel Tokyo at Otemachi, Hiyori Endo of El Lequio in Okinawa, and Shingo Gokan, founder of SG Group, which includes El Lequio. Each bartender served up original cocktails using iichiko Saiten, iichiko Silhouette, and WAPIRITS TUMUGI as the base spirits, showcasing their unique styles while expanding on the rich world of WA-SPIRITS.
“RI<->KYU” by Makiko Otsu of Bar Sebek—a refreshing cocktail made with iichiko Saiten, matcha, and cucumber.
Demonstrating the high level of interest in the event, bartenders from across Singapore and abroad flocked to Manhattan, forming a line in front of the bar. As they enjoyed the cocktails, many eagerly asked questions and shared impressions about the shochu used as the base, highlighting their genuine curiosity and enthusiasm. Guests were also seen requesting photos and autographs, and the venue buzzed with excitement throughout the night. This extraordinary gathering of Japanese bartenders active on the global stage brought a vibrant energy to Singapore ahead of the official start of BCB the following day.
● Bar Goto (Kenta Goto) – 245 Eldridge St, New York, NY 10002, USA
● Bar Sebek (Makiko Otsu) – 4-1-12 Nakasu, Hakata-ku, Fukuoka-shi, Fukuoka, Japan
● Bee’s Knees (Toru Ariyoshi, Keisuke Yamamoto) – 1F, Matsuya Building, 364 Kamiyacho, Nakagyo-ku, Kyoto-shi, Kyoto, Japan
● Angel’s Share (Tsunetaka Imada) – 45 Grove St, New York, NY 10014, USA
● VIRTÙ (Graham Kimura) – 39F, Four Seasons Hotel Tokyo at Otemachi, 1-2-1 Otemachi, Chiyoda-ku, Tokyo, Japan
● El Lequio (Hiyori Endo, Shingo Gokan) – 1FB, Asatoya Building, 1-3-3 Asato, Naha-shi, Okinawa, Japan
● Manhattan – Level 2, Conrad Singapore Orchard, 1 Cuscaden Rd, Singapore 249715
On the evening of Day 1 of BCB Singapore 2025, after the main venue closed for the day, Sanwa Shurui hosted a special event titled DC Bar Take Over at Origin Bar, located inside the Shangri-La Hotel and ranked among Asia’s 50 Best Bars. The event featured Glendon Hartley and Christine Kim from Service Bar and Deke Dunne from Allegory —both ranked among North America’s 50 Best Bars—, all of whom presented creative, original cocktails made with iichiko Saiten.
All three bars—Origin Bar, Service Bar, and Allegory—are known for their exceptional hospitality and teamwork. The collaboration among these acclaimed bars created a welcoming and meticulously curated atmosphere where guests could relax and engage in lively conversation.
Bartenders from Allegory, Service Bar, and Origin Bar serving drinks from behind the counter.
● Allegory (Deke Dunne) – 1201 K St NW #1, Washington, DC 20005, USA
● Service Bar (Glendon Hartley, Christine Kim) – 926-928 U St NW, Washington, DC 20001, USA
● Origin Bar – Lobby Level, Tower Wing, Shangri-La Hotel, 22 Orange Grove Rd, Singapore
Following the close of BCB Singapore 2025, Sanwa Shurui hosted a special event at Atlas—one of Singapore’s most iconic venues and ranked among the world’s 50 Best Bars. The guest of honor was Hidetsugu Ueno, owner-bartender of BAR HIGH FIVE in Ginza, Tokyo. Ueno, a true legend who currently serves as the president of the Nippon Bartenders’ Association and was awarded the Medal of Honor with Yellow Ribbon in 2023,⋆1 showcased his unique reimagining of classic cocktails using Japanese spirits. Well-known for his “J-themed” cocktail names—based on the idea of starting everything with a J as a playful nod to “Japanese”—Ueno’s creations have won fans both in Japan and overseas.
For this event, he served three original cocktails made with iichiko Saiten: the “Japanese Lady,” a take on the White Lady; the “Jegroni,” his twist on a Negroni; and the “Jaltinez,” a new cocktail inspired by the classic Martinez —often considered a precursor to the martini—reinterpreted with a Japanese flair. Drawn by his mastery and charisma, guests filled the majestic Atlas bar, savoring the drinks and the moment right up to the final minutes of the night.
⋆1 The Medal of Honor with Yellow Ribbon is one of Japan’s honors awarded by the Emperor to individuals recognized for their dedication and exemplary achievements in fields such as agriculture, commerce, and industry.
Ueno serving cocktails at the Atlas event
Cocktails from the “Start Everything with J” series made with iichiko Saiten. From left: Jegroni, Japanese Lady, Jaltinez
● BAR HIGH FIVE (Hidetsugu Ueno) – B1F, Efflore Ginza 5 Building, 5-4-15 Ginza, Chuo-ku, Tokyo, Japan
● Atlas Bar – Ground Floor, 600 North Bridge Rd, Parkview Square, Singapore
At BCB Singapore 2025, it was clear that shochu is steadily gaining international recognition as a distinctive spirit. Observing the crowds at the Sanwa Shurui booth—many eager to explore new cocktail experiences built on a shochu base—President & CEO Kazunori Nishi shared his thoughts on the company’s forward-looking efforts:
“A bartender plays the same role for shochu as a sommelier does for wine. Their skill and creativity not only expand the potential of shochu, but also provide guests with truly special experiences. One thing top-ranking bars have in common is not just the quality of the cocktails—they create a welcoming atmosphere through the cohesion of the staff. That kind of environment resonates with people and keeps them coming back.
We’re starting to see signs that shochu is being embraced in the spirits markets of the U.S., Europe, and Asia. This is the result of years spent adapting our products to different drinking cultures without ever compromising on taste or quality, in order to share the appeal of shochu more broadly. I’m reminded once again that the effort we’ve put in is beginning to bear fruit—results come to those who put in the work.”
His words reflect a deep passion for redefining the value of shochu in the global spirits market, and a commitment to shaping its future on the world stage.