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Japanese sake producers target UK consumers |
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Japanese sake producers are increasing their efforts to educate consumers and buyers in the UK about the wonders of their drink.
Premium sake producers from Japan’s Akita province last week held a special tasting at the Restaurant Show in Earls Court, London. It was the third high-profile sake tasting in a month to be held in the UK capital, and more are set to follow as producers look to take advantage of consumers’ growing taste for premium spirits. More than 200 different types of sake are currently imported into the UK, but consumption remains “minimal”, according to Ngaire Takano, of Irashai Services, which organised last week’s tasting and specialises in sourcing high quality, natural Japanese food and drink for the UK. Takano, who has made it a “personal mission” to improve the UK’s sake intake, said there was a need to educate both consumers and buyers for retailers and restaurants. She said the emphasis must be on quality, “instead of the horrible stuff served in some restaurants that burns your throat and makes you gag”. She added: “The UK is about five years behind the US. We have one or two Western European-style restaurants that have sake on their lists, but in the US people really understand that sake can be eaten with fish or chicken or even as an aperitif.” Pairing good quality sake with non-Japanese food was highlighted as a key aim for the industry at the recent second annual Sake Fair in the UK, organised by the Japan Sake Brewers Association and the British Sake Association. This year's International Wine Challenge entries also showed how sake brewers were increasingly eyeing export markets such as the UK. There were 228 entries in the sake class, compared with only two the previous year. Bottles of sake in shops currently range from around £18 to £35, while restaurants may charge up to £80 per bottle. To read more about the recent Sake Fair, see Wine & Spirit sister site Off Licence News. Published: (15-10-2007) Author: Chris Mercer with Laura Clark Article from the Wine and Spirit Magazine - Online For full story please visit - click here |
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