Makers of Japan's traditional drink are seeing success abroad offset falling domestic demand.
Business reporters
A Japanese expat, Mr Ito is the founder of Tippsysake, a US website that focuses on importing and selling the alcoholic drink, which is made from fermenting rice soaked in water. The figures showing the decline of sake are pretty stark. Between 1973 and 2020, annual domestic sales fell by 75%,Meanwhile, the Brewers Association of Japan said in 2021 that home market demand had shrunk by 30% over the past decade.
"Of course the domestic sector is also important, but it is equally vital to be recognised in the new global market. I think it will give a bright future for Japanese sake." To help make sakes more wine-like, a number of producers are even bringing on board former winemakers.
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