Sake is having a makeover in Japan. The traditional spirit brewed with fermented rice is going the way of craft beer and shedding its fusty image for funkier and fresher tastes.
A growing number of startups are brewing sake with fruit and herbs and also offering food-pairing in hopes of capturing a bigger market. Increasingly, overseas sake brewers are paying attention, as Japanese companies seek opportunities for collaboration beyond the traditional domestic industry.
A recent sake-tasting event held by Ine to Agave Brewery in Tokyo was proof of the interest that craft sake is gaining among Japanese. Over 2,000 people were estimated to have attended the event, which featured 11 booths by craft sake makers as well as traditional sake breweries in partnerships with them. Customers were able to buy tickets to taste the different flavored sakes paired with different dishes.