CASE STUDY · FOOD AND DRINK
Drink Japan
Three editions of a London Japanese drinks show, promoted by Japan Nakama each year.
Sector: Food and Drink · Services: Editorial, Reader Offer, Social, Giveaway, Newsletter, Sitewide Ads, Event Capture
61,420
views of our 2026 offer and giveaway reels
4,333
views of the 2026 event and exhibitor guides, August to September
695
readers sent by Google search, July to September 2026
331
new followers from the 2026 reels
THE EVENTS WE PROMOTED
London's Japanese drinks show, every autumn since 2024.
Drink Japan 2024
The organisers' first Japanese drinks event, with tastings of sake, spirits and beer alongside Japanese food.
St Mary's Church, Marylebone · Two days · Reader code with a food voucher
4 and 5 October 2024
Drink Japan 2025
The second edition, with tastings of sake, whisky, beer, wine and more.
Royal Horticultural Hall, Victoria · Two days · Reader discount code
10 and 11 October 2025
Drink Japan 2026
Sake, shochu and awamori (Japanese distilled spirits), whisky, beer and tea across four sessions, with free masterclasses.
Lindley Hall, Westminster · Two days · Exhibitor guide
25 and 26 September 2026
THE PARTNERSHIP
How the partnership came about
Drink Japan is a two day Japanese drinks show held in London each autumn, and Adriana Lyon-Shaw, who handles its marketing, has worked with Japan Nakama on every edition so far. The first campaign in 2024 grew out of a conversation on Instagram, and in 2026 Adriana came back to us to ask for a proposal. Each year Drink Japan supplied a Japan Nakama booking code, tickets for a giveaway and its event artwork.
OUR APPROACH
How we ran the campaigns
2024: Sitewide Ads and reader code
For the first edition we ran banners across japannakama.co.uk with a Japan Nakama booking code that came with a food voucher for the Mugen restaurant at the show. When Drink Japan extended the voucher to every booker, we switched the banners to the new booking link the same day.
September 2024
2024: Instagram, giveaway and newsletters
A reel introduced the show and launched a ticket giveaway, using free tickets Drink Japan set aside for our followers. Newsletters carried the show to our subscribers in late September and again on 2 October.
September and October 2024
2025: article, reels and newsletters
In 2025 we wrote an event article, featured the show in our weekly newsletters and posted two reels, one for a reader discount code and one launching a giveaway for two tickets. The winner received their tickets through a dedicated code from Drink Japan. Our discount reel was viewed 28,258 times and our giveaway reel 33,600 times, drawing 139 comments. Our article was read 1,043 times, and 25 tickets were sold through our code.
September and October 2025
2026: Editorial
For 2026 we published an event article on 21 August and a complete exhibitor guide on 31 August, covering every confirmed exhibitor and what each was pouring. The guide gave visitors a plan for the floor before they arrived. The two guides were viewed 4,333 times in August and September, and Google search sent them 695 readers from July to September.
21 and 31 August 2026
2026: Giveaway
A giveaway for a pair of tickets ran alongside the Japan Nakama reader code. The winner was confirmed on 24 September and booked through a dedicated link from Drink Japan. Our offer and giveaway reels were viewed 61,420 times. Over 94% of those views came from people who did not yet follow us, and the reels brought 331 new followers.
September 2026
2026: Newsletter
Seven emails carried the giveaway and the Japan Nakama reader code to our 20,000+ subscribers through September, in the run up to the show.
September 2026
2026: Event capture
Our team visited on the Saturday and filmed on the show floor. We posted about the day the following afternoon.
26 September 2026
THE IMPACT
What it added up to
What three years of campaigns delivered for the show.
REPEAT BUSINESS
Back for every edition
Drink Japan has worked with Japan Nakama on every edition so far, and came to us for a proposal in 2026.
IN FRONT OF THE RIGHT FANS
Japanese drinks lovers in London
Each campaign reached readers who already follow sake, whisky and Japanese food.
A SEARCHABLE HOME
A guide to the show floor
The 2026 exhibitor guide gives drinkers a plan for the day and a lasting page about the show.
ENGAGEMENT AND INTENT
A reader code every year
Each edition carried a Japan Nakama booking code, so Drink Japan could see the bookings that came through us.
“I saw the banners and reel and they look amazing! My boss really liked it.”
Adriana Lyon-Shaw, Marketing, Drink Japan
WORK WITH US
Running a food or drink event in London?
Tell us about your event and we will show you how we would put it in front of London's Japanese food and drink fans.