Are the French getting hooked on sake?

In the heart of Tokyo, the Tachinomi Kuri sake bar attracts businessmen looking for a quick after-work drink. Sake, a traditional Japanese rice wine, is typically consumed standing up and costs around 500 yen per glass. Despite its popularity, overall alcohol consumption in Japan has declined, with sake losing ground to trendier drinks like beer and cocktails.

However, Noriyoshi Nagai, a sake brewer from Gunma prefecture, is reviving interest in sake with his innovative approach. He introduced a sparkling sake, inspired by French champagne-making techniques, which has become a hit among consumers. Nagai’s commitment to quality and local terroir sets his products apart from others in the industry. By using locally grown rice and pure spring water from the mountains, Nagai showcases the unique flavors of his region in every bottle.

The success of Nagai’s sparkling sake serves as a symbol of the industry’s potential for revitalization. By blending tradition with modern techniques, sake makers like Nagai are paving the way for a new era of appreciation for Japan’s national drink.