Japan's sake industry faces declining sales due to whisky

Sake producers in Japan are facing tough competition from whisky, which has become increasingly popular in recent years. The country's love for sake dates back to the eighth century, but whisky sales have surged since the late 2000s. In fact, domestic whisky sales increased by 50% between 2015 and 2020. At a bar in Osaka, the highball—a mix of whisky, ice, and soda—has become a favorite drink. This choice reflects a shift in drinking habits as consumers turn to whisky for its refreshing taste. Meanwhile, sake consumption has dropped significantly, by more than 75% since the 1970s. To support the sake industry, the Japanese government has introduced “sake samurai,” brand ambassadors to promote the drink. In 2023, sake was recognized as a UNESCO world heritage beverage, which may help boost its image. Innovations are also being made in sake brewing. Some producers are experimenting with craft sake, adding unconventional ingredients to create new flavors. A brewery has even launched a “margherita” sake, blending sun-dried tomatoes into the traditional brewing process. Young brewers want to challenge the old perceptions of sake and appeal to a wider audience. Despite these efforts, whisky remains entrenched in Japanese culture. The rise in whisky popularity is partly due to changing demographics, as healthier drinking habits have become a priority for many, especially among the aging population. Some traditional sake brewers are even shifting to whisky production, drawn by the strong domestic demand and higher prices for premium varieties. Since 2016, the number of whisky distilleries in Japan has increased from 10 to nearly 130. However, there are concerns about maintaining the authenticity of Japanese whisky, as the growing number of distilleries may dilute its quality. Some are calling for stricter regulations, while others advocate for creativity and innovation in production. The craft sake movement hopes to revive interest in sake. Exports of sake have doubled since 2018, with breweries appearing worldwide. Advocates believe that innovation is essential for sake to gain global recognition. Shuhei Okazumi, a leader in the craft sake movement, suggests that tradition must evolve to make a mark on the international stage. With these twists on classic drinks, sake may find new life amidst the whisky trend.