The Niigata Sake Fair is attended by about 100 sake producers from across Niigata Prefecture, and once a year they invite the public to join them for a collective drink.
Niigata's sake is known to have a distinct taste, being less sweet and lighter than the national average.
Admission is free for those who only want to stroll around, but for those over 20 years of age who want to sample the wares, you must purchase a ticket for ¥2,000. The ticket is valid for two days.
Those who don't like sake can still enjoy song and dance performances, and a food corner with specialties from Niigata Prefecture. Last year's events attracted up to 80,000 visitors.
The Niigata Sake Fair takes place at the Toki Messe Niigata Convention Center in Niigata from 10 a.m. till 6 p.m. on March 12 (until 5 p.m. on March 13). For more information, visit niigata-sake.or.jp/torikumi/sakenojin/