Sake-Making Industry Thrives Overseas as Local Interest Wanes
In a surprising turn of events, the makers of Japan’s beloved sake are finding a growing market abroad while their sales at home continue to plummet.
“The Japanese just aren’t drinking as much sake as they used to,” laments Ryota Nakamura, owner of Nakamura Brewery. “But I guess the silver lining is that we’re doing pretty well overseas.”
Indeed, financial reports show that Nakamura Brewery and other sake makers alike are seeing a surge in exports, particularly to countries like the United States, where the trendy beverage is gaining popularity.
“It’s all about marketing, really,” explains Kenji Yamamoto, owner of Yamamoto Sake Brewery. “We’ve been able to tap into the craft beer craze and position sake as a kind of exotic artisanal drink. People are really latching onto that.”
Despite their success abroad, however, some in the industry are hesitant to let go of their local roots.
“I mean, sure, it’s great that we’re selling more sake than ever in the United States,” admits Hiroshi Takeuchi, owner of Takeuchi Sake Brewery. “But at the end of the day, I’d still rather see my fellow Japanese citizens chugging it down like they used to.”
For now, though, it seems like the sake-making industry is content to ride the wave of international adoration for their product.
“I guess it just goes to show that sometimes, when one door closes, another door opens,” muses Nakamura. “Who knew that our salvation would come in the form of a bunch of Americans and their penchant for hipster alcohol trends?”
