Sake Market 2024 - The Global Boom of Sake

Introduction

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The global alcoholic beverage industry is witnessing a significant shift as traditional drinks find new audiences and markets. Sake, Japan's traditional rice wine, is experiencing a remarkable resurgence, especially in the United States and the United Kingdom. As imports soar and consumer interest grows, brands like HEAVENSAKE are capitalizing on this momentum. Co-founded by renowned French cellar master Régis Camus, HEAVENSAKE blends Japanese craftsmanship with French elegance, introducing innovative approaches to sake production.

This article provides an overview of the burgeoning sake market and delves into HEAVENSAKE's launch of the Junmai Ginjo by Katsuyama, highlighting strategic insights for alcohol marketing leaders and brand owners aiming to navigate and succeed in this evolving landscape.

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The Global Boom of Sake

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Rising Popularity in the United States

Sake sales in the United States have been steadily increasing over the past decade:

• Import Growth: Exports from Japan to the U.S. more than doubled from just under 4 million liters in 2012 to over 9 million liters in 2022.
• Domestic Production: American breweries like Kato Sake Works in Brooklyn and Origami Sake in Arkansas are emerging, contributing to local production and awareness.
• Consumer Interest: Factors such as increased American tourism to Japan and a growing appreciation for Japanese culture and cuisine have fueled interest in sake.

Shinobu Kato, founder of Kato Sake Works, notes the shift in consumer perceptions:

"I see more money coming into the industry. The investment is way bigger than what I had seen before. People are no longer hesitant."

Sake's Surge in the United Kingdom

Similarly, the UK is experiencing a sake renaissance:

• Market Growth: The UK market for sake has grown significantly, with exports increasing virtually every year for the past 13 years.
• Consumer Behavior: Retailers like Waitrose report a 241% year-on-year increase in online searches for sake.
• Cultural Integration: Sake is appearing in specialist shops, sophisticated bars, and even non-Japanese restaurants, reflecting broader acceptance.

Erika Haigh, owner of the UK's first independent sake bar, observes:

"You can now go on a sake bar crawl across London, and you’ll find it featured on the beverage lists of many restaurants – including non-Japanese establishments."

Factors Driving Sake's Global Popularity

1. Rise in Japanese Cuisine: The global fascination with Japanese food, including the mainstream popularity of sushi and other dishes, creates a natural entry point for sake exploration.
2. Versatility and Food Pairing: Sake's ability to pair with diverse cuisines, including seafood and cheeses, appeals to a broad audience.
3. Health Consciousness: Premium sake's natural ingredients, absence of sulfites, and lower alcohol content attract health-conscious consumers.
4. Artisan Appeal: The craft production methods resonate with consumers interested in artisanal and authentic experiences.
5. Educational Initiatives: Expansion of sake courses by organizations like the Wine & Spirit Education Trust (WSET) increases awareness and appreciation.

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HEAVENSAKE: Bridging Tradition and Innovation

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About HEAVENSAKE

HEAVENSAKE is a luxury sake brand that marries Japanese tradition with French sophistication. Co-founded by Régis Camus, an eight-time International Wine Challenge (IWC) "Winemaker of the Year," the brand introduces the concept of assemblage - a technique from Champagne production - to sake. This innovative approach allows HEAVENSAKE to create harmonious and balanced flavors, setting it apart in the premium sake market.

The Significance of the Katsuyama Collaboration

The launch of HEAVENSAKE's Junmai Ginjo by Katsuyama is a pivotal moment:

• Addressing Quality and Stability: Transitioning to Katsuyama Brewery, established in 1688, ensures superior product quality and stability.
• Heritage and Excellence: Katsuyama's legacy of crafting sake for feudal lords adds prestige and authenticity to the collaboration.
• Innovation in Production: Combining French assemblage techniques with Katsuyama's traditional methods results in a unique and refined sake.

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A New Era for the Iconic Blue Bottle

HEAVENSAKE's transition to working with Katsuyama Brewery, a prestigious family-owned establishment founded in 1688, addresses previous challenges related to product stability and quality. Known for crafting top-class sake for the feudal lords of Sendai, Katsuyama brings centuries of expertise and a rich heritage to this partnership.

Heizo Isawa, CEO of Katsuyama, expressed admiration for the collaboration:

"We were struck by the brilliance of Régis' assemblage."

This alliance underscores HEAVENSAKE's dedication to collaborating with the finest producers in Japan, ensuring that their products embody the highest standards of craftsmanship.

Elevating the HEAVENSAKE Experience

The new Junmai Ginjo crafted with Katsuyama embodies HEAVENSAKE's philosophy of purity and excellence. Régis Camus applies the art of assemblage, traditionally used in Champagne, to create a harmonious and balanced flavor profile. This innovative approach distinguishes HEAVENSAKE in the market, offering consumers a unique and refined drinking experience.

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Understanding Assemblage: HEAVENSAKE's Unique Approach

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Assemblage vs. Traditional Blending

• Traditional Blending: In sake production, blending often aims for consistency, cost efficiency, and volume management.
• Assemblage: HEAVENSAKE's assemblage is an artistic process focused on:
  • Creating Complexity: Crafting sakes with depth and harmonious flavor profiles.
  • Enhancing Quality: Prioritizing high-quality ingredients without compromising for cost.
  • Innovation: Introducing new taste experiences while respecting traditional methods.

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John Gauntner, a leading sake expert, reflects on assemblage:

"I must admit I was quite skeptical about assemblage, but after experiencing Régis’ work in person, I became a total believer."

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Product Spotlight: Junmai Ginjo by Katsuyama

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Craftsmanship and Purity

• Ingredients: Made with Hitomebore and Yamada Nishiki rice, water, and koji.
• No Additives: Free from added alcohol, sugar, gluten, sulfites, and preservatives.
• Rice Polishing Ratio: 50-55%, contributing to its refined flavor.
• Alcohol Content: 15.5% ABV.

Tasting Notes

• Nose: Aromas of brioche, plum, and kiwi.
• Flavor: Notes of peach and delicate pastry.
• Acidity: 1.4
• Sake Meter Value (SMV): +2

Endo Kazutoshi, Michelin-starred chef, endorses the sake:

"While retaining the distinctive Katsuyama flavor, this unique Junmai Ginjo offers unprecedented clarity and umami."

Pairing Suggestions

• Cuisine: Vegetable tempura, tarte tatin, grilled prawns.
• Serving Recommendations: Serve chilled in a wine glass; enjoyable up to four weeks after opening.

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Strategic Marketing Initiatives

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Target Audience Alignment

HEAVENSAKE positions itself as a contemporary lifestyle brand appealing to:

• Age Group: 25-45 years old.
• Demographics: Urban dwellers with middle to high income.
• Psychographics:
  • Elegantly Different: Seek unique, high-quality experiences.
  • Health-Conscious: Value natural ingredients and purity.
  • Social and Experimental: Enjoy social gatherings and sophisticated beverages.

Campaign Elements

1. Launch Announcement: Press releases highlighting the collaboration with Katsuyama and the significance of the new Junmai Ginjo.
2. Visual Storytelling:
   • High-quality images and videos showcasing the brewing process and elegant packaging.
   • Imagery that evokes purity, sophistication, and the fusion of French and Japanese craftsmanship.
3. Content Creation:
   • Instagram reels featuring the Katsuyama family.
   • 3D art reels and influencer tastings.
   • Masterclasses by Régis Camus at prestigious venues like Cipriani US.
   • Recaps of launch events around the world, including Paris Fashion Week, New York, LA, Taipei, Tokyo, and London.
4. Engaging Newsletters:
   • Introducing the new product with compelling storytelling and tasting notes.
   • Including quotes from industry experts and sake samurais to add credibility.
5. Retail and On-Premise Promotion:
   • Availability at select premium retailers and upscale bars and restaurants.
   • Organizing tasting events and pairing dinners.
6. Digital Advertising:
   • Targeted ads on social media and search platforms emphasizing the product's purity, craftsmanship, and versatility.

Leveraging Influencer and Media Partnerships

• Collaborations with renowned chefs and celebrities to create a movement around the brand.
• Featuring endorsements from industry experts like Massimo Bottura and John Gauntner.
• Securing features in prestigious publications such as Forbes, Fortune, Vogue, and Wallpaper.

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Read more: Alcohol Sales Guide - How to Increase Alcohol Sales

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Sake's Global Expansion: A Closer Look

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International Production and Education

• Global Breweries: Sake production is expanding beyond Japan, with breweries in the U.S., Australia, Thailand, and Europe. Notably, Kanpai Brewery in London and Sake de Bordeaux in France are contributing to this growth.
• Educational Programs: Institutions like the Wine & Spirit Education Trust (WSET) have expanded their sake courses, offering three levels of qualifications to meet rising interest.

Natsuki Kikuya, WSET's senior sake researcher, comments:

"The response has been incredible from both trade professionals and consumer enthusiasts. We now have three levels of sake qualification, so there is a course for everyone."

Demystifying Sake for Western Consumers

• Simplifying Labels and Packaging: Brands like Sakari are redesigning labels using English descriptors and style numbers to make sake more accessible.
• Consumer Education: Efforts to educate consumers on sake's production, styles, and serving methods help dispel misconceptions, such as the belief that sake is a high-alcohol spirit rather than a beverage similar in strength to wine.
• Cultural Translation: By adapting branding and communication strategies, sake producers aim to resonate with Western audiences without losing authenticity.

Arito Mori, executive officer at Nihonsakari Co., Ltd., explains:

"What we are doing with Sakari is simply translating our sake to be easier understood by people from different cultures."

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Strategic Insights for Alcohol Marketing Leaders

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Capitalizing on Market Trends

1. Leverage Cultural Shifts: Align marketing strategies with the growing global interest in Japanese culture and cuisine. Highlight sake's compatibility with various food pairings.
2. Highlight Versatility: Emphasize sake's range of styles and serving temperatures, appealing to diverse consumer preferences.
3. Demystify the Category: Simplify the complexity of sake for new consumers through clear labeling, educational content, and approachable branding.
4. Emphasize Health Benefits: Market premium sake's natural ingredients and lack of additives to health-conscious consumers.

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Innovative Collaborations

• Cross-Cultural Partnerships: HEAVENSAKE's fusion of French and Japanese techniques showcases the potential of international collaborations.
• Expert Endorsements: Leveraging testimonials from respected figures enhances credibility and appeal.

Marketing and Promotion Strategies

• Educational Campaigns: Educate consumers on sake's diversity, production methods, and tasting profiles.
• Experiential Events: Host tastings, pairing dinners, and masterclasses to engage consumers directly.
• Digital Presence: Utilize social media and digital advertising to reach target demographics effectively.
• Retail Expansion: Ensure availability in premium retailers, upscale bars, and restaurants to enhance brand visibility.

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Conclusion

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The global sake market is experiencing a renaissance, presenting lucrative opportunities for alcohol brands and marketers. HEAVENSAKE's launch of the Junmai Ginjo by Katsuyama exemplifies how innovation, respect for tradition, and strategic marketing can position a brand for success in this dynamic landscape.

By understanding and embracing the factors driving sake's popularity - such as cultural integration, health consciousness, and artisan appeal - alcohol marketing leaders and brand owners can develop strategies that resonate with modern consumers, foster brand loyalty, and capitalize on emerging market trends.