For those with sake on the shopping list, BicCamera Shinjuku East Exit branch comes highly recommended. Not only is it smack dab in the sightseeing hub of Shinjuku, but it also offers lots of perks for travelers, including special discounts and easy shopping.

Here are some of the reasons we highly recommend this particular branch for shopping.

Amongst the larger BicCamera stores in Tokyo, the Shinjuku East Exit branch stands out for its full range of services tailored to foreign tourists. Naturally, it also offers tax-free shopping, one of the key perks for travelers.

However, please note that when buying alcohol, you cannot combine these purchases with items from other departments, so make sure to complete your duty-free sake shopping separately.

For a full list of services available to foreign tourists, see the article below.

While tax-free shopping is already a great deal on its own, using these coupons will give you an additional 3% off both alcoholic beverages and snacks for even more savings!

The sake section at BicCamera Shinjuku East Exit is one of the largest among all BicCamera stores, offering a wide variety of beverages that rivals—and may even surpass—those in specialty liquor shops.

The store stocks both popular and classic Japanese products, as well as internationally-famous goods. You'll even happen upon rare finds like limited-edition and seasonal products!

The store also features tablets equipped with the AI sommelier, KAORIUM for Sake. Just answer a few simple questions, and let this AI customer service terminal help you find the perfect sake to suit any preference or occasion.

(*KAORIUM is a registered trademark of SCENTMATIC Co.)

In addition to Japanese, it also supports multiple languages including English and Simplified/Traditional Chinese, offering insights into the previously difficult-to-translate nuances of sake flavors and aromas. It also offers recommendations for snacks to pair with your drinks.

Japan produces a wide variety of alcoholic beverages. Here we’ll introduce four distinct and uniquely Japanese categories that also make great souvenirs. Understanding the different types and characteristics of each one will make the selection process even easier.

Sake is one of Japan’s most iconic alcoholic beverages, made from rice with rice malt and water in a process unique to the country. And while it can indeed be produced abroad, it is only truly called "sake" when made in Japan with Japanese rice. The flavor of sake varies depending on the region, as it is made using local rice and water, and unlike other alcoholic drinks, can be enjoyed both chilled and warmed.

Sake flavors range from sweet to dry, as indicated by the Sake Meter Value (SMV). A lower, negative number suggests a sweeter flavor, while a higher, positive number indicates a drier taste.

There are said to be over 10,000 sake brands, with many detailed classifications. However, sake is broadly divided into three categories based on ingredients and rice polishing ratio (the degree to which rice is milled): Junmai-shu, Ginjo-shu, and Honjozo-shu.

Shochu is a type of Japanese distilled liquor. Alcohol is generally categorized into two main types depending on production method: distilled and brewed.

Distilled liquor is made by heating brewed liquor, collecting the evaporated alcohol, then cooling it back into a liquid. Whiskey, gin, and brandy are also in the distilled spirits category, although they are made from different ingredients than shochu.

Shochu can be made from various ingredients, with the most common being potato, barley, and rice. There are also many ways to enjoy shochu, including on the rocks, with hot water, diluted, or with soda. Recently, advancements in production and ingredients have led to a wider variety of shochu that is easier to drink, even for those who don't typically drink.

What's interesting about beer is how its flavor may vary depending on the climate and characteristics of the production region. And craft beer has recently been attracting attention in Japan. Made from original recipes from small breweries, craft beers get their names from the craftsmanship involved in its production.

Recently, major breweries have also started releasing new craft beers, including limited-edition and region-specific varieties, adding to their growing popularity.

Gin is in the same spirits category as shochu, but differs in ingredients, production process, and alcohol content. Gin is made primarily from grains like wheat and corn, and flavored with botanicals, with juniper berries as the base, along with other spices and herbs. The beauty of gin lies in how its aroma and flavor can completely change depending on the botanicals used.

With an alcohol content of over 40%, gin is often used in cocktails due to its aromatic nature. And although gin originated in the Netherlands, recently, many gins have been produced in Japan, using unique Japanese botanicals.

Armed with this basic knowledge of Japanese liquors, we spoke with Mr. Shindo, a staff member at the alcohol corner of BicCamera Shinjuku East Exit Store, for a detailed description of each recommended product.

Sake is the most iconic of Japanese alcoholic beverages. There are many varieties of sake, each with its own characteristics and depth.

Hakkaisan: A Top Brand of Niigata

It's no exaggeration to say that Hakkaisan is one of the most well-known sake brands. "It’s one of the best-known names, popular not only in Japan but all around the world," says Shindo. It offers a wide range of options, from affordable selections to high-end choices.

Kubota: The Classic Gift Sake

In Japan, Kubota has long been the go-to sake of choice for gift-giving. "It’s a safe and classic option for presents and souvenirs," says Shindo. If you’re unsure which sake to choose, Kubota is a reliable option, and sure to please sake lovers of all kinds!

Gazan and Sanso: Award-Winning Sake

Gazan and Sanso have won awards not only in Japan but all around the world, including Hong Kong's Oriental Sake Awards, Italy’s Milano Sake Challenge, France’s Kura Master, England’s International Wine Challenge, and the U.S. National Sake Appraisal. Amongst these, Gazan is one of the most highly acclaimed products from abroad, winning the gold medal in France's 2021 Kura Master sake competition.

"It’s a sake with little to no strong aftertaste, making it a crowd-pleaser with its characteristic sweet, clean taste," says Shindo.

Dassai: A Global Favorite

One of the most popular and well-known Japanese sake brands overseas is Dassai from Yamaguchi Prefecture.

"While sake generally pairs well with seafood and Japanese cuisine, Dassai’s fruity flavor also complements sweeter foods, making it a popular choice with international visitors.”

If you need a more detailed selection to appease your taste and mood, try the AI sommelier, KAORIUM for Sake! Not only will it recommend the perfect sake for you, it'll also suggests a menu of suitable snacks to pair it with. And since it's connected to the store’s inventory, you can buy any of the displayed products right there, as long as they’re in stock*.

"It's a really helpful tool that lets you choose your language, and see actual product photos. It's really easy to use!" says Chen.

(*Please inquire with staff for details on availability.)

If you’re new to the world of Japanese alcohols but looking to try shochu, rice or barley shochu are great options. While shochu may have a reputation as a drink for connoisseurs, that’s not necessarily always the case.

"Rice shochu is distilled from sake, while barley shochu shares similarities with whiskey. You can even drink it with soda like a highball," says Shindo.

Easy-to-Drink Barley Shochu: Iichiko and Nikaido

Iichiko and Nikaido are classic barley shochu brands, commonly enjoyed in Japanese homes and pubs.

Long-time Potato Shochu Favorites: Kurokirishima and Akakirishima

Potato shochu, known for its distinct aroma and sweetness, has a rather dedicated fan base. Amongst the most famous brands are Kurokirishima and Akakirishima, produced by Kirishima Shuzo in Miyazaki Prefecture.

DAIYAME: A New, Easy-to-Drink Potato Shochu with a Hint of Lychee

"Potato shochu tends to have a unique flavor that people either love or hate, but recently new varieties with more approachable tastes have emerged," says Shindo. One such variety is DAIYAME, which has a lychee-esque aroma, minus the strong potato smell, making it incredibly easy to drink, even for those who don’t usually enjoy it. You won't believe it is shochu!

Chiran Tea Shochu: A New Twist on Shochu with Tea

There are also uniquely Japanese varieties like Chiran Tea Shochu, which is made from ingredients like hojicha and green tea, offering a fresh take on traditional shochu.

Recently, the variety of craft beers has also seen a rapid increase, and BicCamera Shinjuku East Exit Store stocks 30-50 different types, depending on the season.

Yona Yona Ale: A Pioneer in Craft Beer Popularity

Yona Yona Ale is a pioneer in Japan’s craft beer scene, playing a major role in popularizing craft beer. Its visually-appealing packaging has added to its popularity. While pilsners remain the most popular type in Japan for their refreshing, easy-to-drink quality, pale ales with a stronger bitterness and hop aroma—like Yona Yona Ale—are also growing in popularity.

"Craft beer was originally made by small breweries, but recently, even major manufacturers have begun releasing their own, adding to the already wide range of options. Our store carries rare items, including new seasonal and limited-edition products, as well as region-specific beers that are hard to find without visiting those areas."

"There are beers from all over the world, each with its own flavor and packaging! The best thing about beer is the convenience—you can drink it as-is! Seasonal beers are also hard to come by, which makes them especially great souvenirs," says Chen.

While gin is best known as a base for cocktails, it’s also a delightful drink on its own, especially when mixed with a simple soda. Premium gins in particular, made with Japanese ingredients, stand out for their distinct aroma and flavor.

Ki no Bi Kyoto Dry Gin: Defining Japanese Craft Gin

It’s no exaggeration to say that Ki no Bi Kyoto Dry Gin has helped establish a new genre of Japanese craft gin. Made with 11 botanicals including yuzu, sansho (Japanese pepper), and hinoki (Japanese cypress), it perfectly balances the distinct Japanese ingredients without any of them being overpowering.

Ohoro GIN (standard) was awarded double gold at the International Spirits Challenge 2024, one of the world’s three biggest spirits competitions.

Meanwhile, Ren, with its refreshing yuzu flavor, is an excellent choice for those new to Japanese gin or looking to exploring different flavors.

After learning about the wide range of alcoholic beverages and their characteristics, Chen expresses her enthusiasm for trying new drinks.

"There was so much I didn’t know, and the AI sommelier KAORIUM for Sake was really interesting! I highly recommend everyone try it! While famous brands are great, if you’ve come all the way to Japan, I suggest picking up something unique to the region, made with traditional Japanese ingredients, or a limited-edition product, along with snacks that pair well with them."

At BicCamera Shinjuku East Exit’s sake corner, you can easily find not only Japanese snacks to go with your drinks, but also popular souvenir sweets! It is easy to see at a glance which items are popular. So take advantage of the store’s extensive selection and great prices, and make your trip even more memorable with some truly unique Japanese sake!

(*Licensed to sell alcoholic beverages by Bic Shuhan Co.)