Senpai Spotlight: Discovering Japan Through the Beauty of Sake
John Gauntner (Kanagawa, 1988-1989)
World Recognized Sake Expert, Certified Master of Sake Tasting
Co-Founder Sake Today Magazine
Co-Host Sake on Air
Sake-World.com
Interviewed by Bobby Nawbary (Aomori, 2024-present)
John Gauntner is the world's first leading non-Japanese sake expert. Not exactly what he envisioned for his future when he arrived in Kanagawa in August of 1988 with the JET Program. It was John's electronic engineering education that led him to explore the booming electronics market in Japan in 1988 and true to his nature, John's curiosity propelled him to the JET Program as a way to learn more about the industry. Since then John has authored six books, and hundreds of articles about sake. He co-founded Sake Today, the world’s first sake-only magazine. In addition, his popular Sake Professional Course has helped numerous distributors and restaurateurs familiarize themselves on the topic. John is also the only non-Japanese person to have the highly prestigious certifications of Japan’s National Research Institute of Brewing’s prestigious Sake Expert Assessor and the Brewing Society of Japan’s Master of Sake Tasting. John offers valuable insights from his 25 years of experience living and working in Japan and the United States.
How were you first introduced to sake? What surprised you the most?
John describes his introduction to sake as humbling. While working as an ALT on the JET Program, a Japanese co-worker invited him to a party where he went through a gauntlet of sake tasting. He was surprised at how different each was. The complexity of the flavors and stories behind each sake left a lasting impression on him.
“Every time I tasted one, I had questions. The answers I got created even more questions. How could rice produce such unique flavors?”
From that moment on, John was hooked. After running to and fro his three school assignments in Kanagawa, he explored the local nihonshu. John says,“When I tried something new, I wrote down how it tastes, where it was from, basic things, but at least I had them down.’’ These early notes would later serve as an important base for his writing and his future sake seminar work.
Then an opportunity came to John after a chance encounter at an izakaya which led him to write about sake in the Japan Times. John built a small reputation through his consistent and inquisitive sake articles. He was then asked to write a book about sake. John says,“Writing was a way I was able to do what I wanted. I didn't have a burning passion for it, but I had a knack for it. People simply didn't know that much about sake, less than they would care to admit.’’
John was beginning to realize that even though sake had been around for thousands of years, there was simply a lack of accessible knowledge available at the time.
John chatting about his favorite topic- sake!
What are some of the most common misconceptions about sake?
For the typical foreigner with little to no experience with sake, there are more than enough misconceptions to go around. I asked John about the common misconceptions someone might have about sake and how it's made. Some of the most common are that sake is only served hot, doesn’t have complex flavors and only pairs well with Japanese food. In response to some of these misconceptions John says,“There’s not a specific answer for everything, Sake is still evolving. Everything, from the brewing process to how it's consumed. In comparison to the wine industry, things are not as set in stone.”
This ambiguity has birthed a vast selection of sake which John encourages people to explore. “It’s okay to like your one or two kinds of sake, but there's so much more you can appreciate with even just an understanding of the basics.”
How do you go about teaching people about sake? It seems like quite a challenge…
John teaching at one of his popular seminars.
I asked John how he addresses new audiences and how he's been able to navigate the difficulty of presenting something as complex as sake without exhausting or oversimplifying the topic. The answer lies within asking the right question.
“What can I go out and try and enjoy tonight? It's about enhancing their experience, not critiquing it.” John answers this question and many more through his informative sake seminars that showcase his aptitude for teaching and cross-cultural communication.
However, the challenge of educating new consumers is just one aspect of his work. Exporters and those looking to get into distribution are often clueless on quality and fair pricing. Sake has a reputation for being fairly priced. It was something that surprised me when John mentioned it.
“Sake isn’t black and white, there’s nuance there. That nuance can be an obstacle but it also contributes to the appeal of sake.”
What were your motivations for pursuing sake so passionately?
John showcasing various sake brands at a seminar.
Before sake became John's full-time job, he returned to the US and found work as an engineer. It was during this time that John realized sake was more than just a hobby for him. “I knew if I didn't pursue this, someone else would have been doing it. I couldn't live with that thought.” He still had so many questions about sake and he was determined to find those answers.
When I asked John why he pursued fluency in Japanese, or his Japan’s Master of Sake Tasting and Japan’s National Research Institute of Brewing’s prestigious Sake Expert Assessor certifications, he attributed those accomplishments to having strong intellectual curiosity and not as a specific steppingstone to a career in the sake industry. In the world of sake, John says that the end goal isn't certifications.
“Japan, sake, has never been about certifications. It was never a thing. You knew if the sake was good because you heard about it locally. There's that strong sense of pride in craftsmanship. The goal was never to pin down a specific definition of sake or acquire a certain amount of knowledge.”
The journey and learning process was where the enjoyment was for John.
How has JET helped you and what advice would you give current JETs and those looking to break into the sake industry?
John says the best piece of advice he received during his time on JET was “Give things time”. Developing a taste for sake, becoming fluent in Japanese, and teaching all require a tremendous amount of time. John credits the JET Program for providing the space to explore and be curious. His willingness and enthusiasm to write about sake despite his inexperience at the time is something JETs can relate to. JETs are often asked to do things they have never done before which can usually lead to unexpected, but worthwhile experiences. It's surprisingly rare that someone is the perfect candidate for any opportunity. In John's case, his ability to write about sake developed through his desire to explore and try new things.
John didn’t find many obstacles on his way into the industry. His way into the industry was through making connections, being enthusiastic and most importantly, taking his time. John recommends that those wanting to get into the sake industry do three things: Try the local sake, try a wide variety of sake and take notes.
Lasting impact and final thoughts
John’s work has built a unique bridge between the US and Japan. Information about sake has now become widely accessible and sake consumption in the US has grown exponentially. That growth is a byproduct of cross-cultural education made possible through programs like JET. John has received numerous accolades for the high profile work he's done over the years and remains motivated by a deep curiosity and admiration of craftsmanship. John truly encompasses much of what his work with sake entails, which is simply being approachable.
About John Gauntner (Kanagawa, 1988-1989)
John Gauntner arrived in Japan through the JET Program in Kanagawa in 1989, where a chance encounter led him down the sake rabbit hole. John is now recognized as the world's first leading non-Japanese sake expert. He has authored over six books across two languages in addition to numerous articles on the topic. His work has been featured in Japan’s most widely distributed newspapers including the Japan Times and Yomiuri Shimbun. In 2014, he co-founded Sake Today, the world’s first sake-only magazine. He is also the only non-Japanese person to have the highly prestigious certifications of Japan’s National Research Institute of Brewing’s prestigious Sake Expert Assessor and the Brewing Society of Japan’s Master of Sake Tasting. Today, John continues his work through his website, Sake on Air podcast and informative seminars around the world. John is also very passionate about Grand Sumo and enjoys watching the sport whenever he can.
The Senpai Spotlight series is brought to you through partnership between USJETAA and AJET’s CONNECT Magazine. The series features JET alumni from the US who have made successful careers for themselves in various fields—with the goal of inspiring young JETs and JET alumni to pursue their own dreams while also offering some words of advice only a senpai could know.
If you, or someone you know, would like to be featured as a Senpai Spotlight, please reach out to us at contact@usjetaa.org.
This edition of Senpai Spotlight was written by Bobby Nawbary who recently graduated with a Masters in Teaching English and found his way to Aomori with the JET Program. His passion for language and culture has led him to volunteer within State Department cultural exchanges and international student programs. He enjoys presenting his research at various conferences which involves helping students transition into higher education and become lifelong language learners. He also writes for Good Morning Aomori, a long standing JET-run publication. You can find more from Bobby here.
