There is now a campaign to increase awareness of Japanese sake in the UK aimed to improve the drink`s image, by examining its relative strength versus other types of spirits and understanding its pairing options.
This initiative driven by businesses in Britain are working together to broaden the appeal of the drink as sake is an acquired taste and that until now, it has only been served with Japanese food. This initiative aims to change the appeal as young Londoners are open to mixed drinks with a sake base.
Sake cocktails are becoming increasingly popular in fashionable London bars as the number of people who have had this beverage – mostly in Japanese restaurants – are increasing and despite not knowing the details about presentation and paring, are now experimenting with it.
Some bars are now offering tasting specials with one major Japanese sake maker offering all three products in its line as a set for comparison.
One common misconception is that there is a belief in the general public that sake has a high alcohol content. This discussed at Sake Week in London as bars coordinated with the Sake and Shochu Association to present and bring the public up to speed with regard to understanding the sake experience.
Many Londoners have not had sake but it is clear that Sake Week is getting the backing of many Japanese makers to ensure that there is a continued focus on the Japanese rice drink.
Rie Yoshitake, the representative of the Japan Sake and Shochu Makers Association in Britain believes the key lies in the misconceptions and changing attitudes toward this beverage.