No longer just drunk for courage at karaoke clubs, the ‘food-friendly’ rice spirit is becoming a first choice of connoisseurs
When sommelier Erika Haigh opened the UK’s first independent sake bar, in London’s West End in 2019, passersby would wander in and try to order milkshakes, bewildered by the unfamiliar drink advertised in the window.
China and the US are the biggest consumers of sake, but the UK market is growing. Sake is no longer drunk just for courage at karaoke clubs, but sold in specialist shops and sophisticated bars. Waitrose reported searches for sake on its website have increased 241% year on year, while searches for plum sake were also up 100% on 2023. Even Wagamama – one of the first restaurants to offer the drink nationwide – has just added a sparkling sake to its list.
“We’ve seen increasing interest in our sake offering, and wanted to add something exciting for our customers,” said Rob Whitehead, spirits buyer at Berry Bros & Rudd. “This is a unique product that speaks to experienced wine collectors – those who understand that patience is key when collecting – and to newcomers.” The company has sold twice as much sake by value in the past year than in the previous three financial years.
Japan’s application for traditional sake brewing to be added to Unesco’s list of intangible cultural heritage is being considered this year.The UK also seems to be showing growing interest in other Asian spirits and drinks. Shochu is a spirit that is now regularly featured as a cocktail ingredient at British bars, made from grains such as rice and barley as well as sweet potato and molasses.
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