Sake attracting younger, international fans

Washington

BREWERS of Japanese sake, or nihonshu, have recently been expanding their product ranges to attract a wider customer base. Types of sake being produced include sparkling versions and ones that complement Western food. Most of these new kinds of sake are being marketed mainly towards women, younger people and overseas consumers as fancy and fresh alcoholic drinks.

Japan's consumption of domestic alcoholic beverages is in decline due to an ageing population and low birthrate. However, sake consumption, which peaked in fiscal 1975 and then experienced a continuous decline, has recently showed signs of a revival, with about 600,000 kilolitres per year consumed since fiscal 2011.