While I like to think of myself as one of the more cynical and irreverent – as well as dashingly handsome and sharply dressed – writers here at RocketNews24, I occasionally do come across a subject I’d rather approach with a more measured, sober point of view. Like, for example, the subject of sweet, sweet booze!
It might come as a shock to people whose primary brushes with Japanese culture come from visits to their local, non-Japan-based Japanese teppan restaurant or izakaya, but sake – the country’s national alcoholic beverage – is kind of in dire straights nowadays. The traditional, rice-based drink basically has been getting steamrolled by imported drinks like beer and wine, which have less of a “learning curve” to fully enjoy and thus appeal more to young people in Japan.
Since the 1970s, when the drink still faced stiff competition from domestic beers and imported wines but was doing pretty well for itself, domestic sake sales have hit a wall, with the number of brewers falling from nearly 5,000 in that period to just 1,000 or so now. Some have turned to foreign markets, even looking into new ways to pair sake with western food, while others have tried to innovate with sparkling sake – which is kicking ass in sales numbers and might just prove to be the drink’s savior.