Sake is Japan’s traditional brewed beverage: made from the simple ingredients of rice, water, yeast and rice Koji.
Sake has primarily been considered as a drink for sushi restaurants or select upmarket bars. In 2019, just 5% of sake brewed in Japan was exported.
But that’s now changing: Japanese exports were up 110% in volume and 114% in value in 2025, according to figures from the Japan Sake and Shochu Makers Association.
Why is sake on the up: and how far is the runway for growth?
Dreaming of Japan
Japan has become the country that young people admire and dream of visiting: for Americans, it’s now even rising about France in their romanticized affections. That comes with a love of the Japanese culture, values and traditions.
And sake is the ultimate Japanese drink. It’s been made and enjoyed in Japan since antiquity (believed to date back as far as the 5th century BC, when rice cultivation arrived from China).
The drink is also set apart from other alcoholic beverages by its umami notes: far different from sickly sweet cocktails.
Like wine and beer, sake is produced by fermenting its ingredients: but it is brewed using a unique ‘parallel fermentation’ method not found in any other alcoholic beverage and requiring highly specialist knowledge.
As with other alcoholic drinks, there is a wide range of sake types and flavors: which can be influenced by the water, the rice, the milling rate, the koji and yeast used; and temperature and fermentation process.
All this means sake is on the rise in key markets such as the UK and US: and the beverage industry is taking note.
Sake: the perfect fit for 2026 consumer trends
Premium spirits distributor Mangrove Global added sake to its UK portfolio last year, with the brand Soto.
“Sake has been growing consistently in the UK for more than a decade, but the past few years have seen a real acceleration,” said Nick Gillett, MD (UK supermarket Waitrose reports a 214% year-on-year increase in searches for sake, while fine wine merchant Berry Bros & Rudd highlighted a 1000% jump in sales between 2023 and 2024).
Why? Gillett says sake has everything going for it.
“It’s a category that aligns neatly with consumer trends... lower in ABV, natural, gluten-free, and often free from additives... making it a strong choice for drinkers who value moderation and wellness,” he said.
“At the same time, sake’s clean, refreshing flavor profile, with subtle fruit and umami notes, is approachable for Western palates while still offering something new and exciting.
“Sake’s profile has also grown, featuring in cocktail menus, supermarket shelves, and in the press... all of which are helping to drive discovery.”
Craftsmanship is another important factor, says Miho Komatsu, sake sommelier and Global Head of Brand Advocacy at Akashi-Tai, an artisanal sake brand handmade in small batches in the fishing town of Akashi.
“In both the US and UK, there is a growing appetite for authentic, craft-led drinks with a compelling cultural story, and sake fits that demand perfectly,” said Komatsu.
“The rise of Japanese cuisine (washoku) has introduced many people to the category, but increasingly, consumers are discovering it as a world-class drink in its own right.
“There’s a clear trend towards mindful, quality-led drinking, and sake − often made in small batches using time-honoured methods − offers both character and authenticity.”
From wine and spirits to sake
Kamatsu points out that sake offers an attractive alternative to traditional wine, sparkling wine and craft beer categories: ones that have seen great success in the past but where consumers are now ready something new.
“We’ve seen growing interest from wine lovers in the UK who are exploring premium sake as an exciting alternative, while in the US, the cocktail community is embracing its texture and subtle complexity.
“Sake offers something familiar yet refreshingly different. Like wine, sake can express the character of its ingredients and place of origin, yet it delivers a distinct flavor profile that appeals to wine enthusiasts, beer lovers, and spirits drinkers seeking something lower in alcohol but full of flavor.
“In hospitality, sake is increasingly replacing sparkling wine as an aperitif or being offered as the “surprise” pairing on tasting menus, while in retail it’s becoming a distinctive alternative to a bottle of wine for dinner parties and gifting.”
Versatile drink
Sake is an extremely versatile drink. Traditionally it’s enjoyed neat: either hot or cold.
It has a key role to play in food pairing: both in its traditional Japanese context but also beyond that with Western diets.
“Sake is exceptionally food-friendly, pairing just as beautifully with cheese or charcuterie as it does with sushi,” said Komatsu of Akashi-Tai. “Its versatility also extends to how it’s enjoyed − gently warmed or perfectly chilled − making it a uniquely adaptable drink for any season or occasion. That balance of tradition, versatility, and elegance is what makes sake such a remarkable drink.”
But bartenders and drinkers in the UK are opening up new occasions for the spirit.
“The UK on-trade has also begun experimenting with sake in cocktails,” said Gillett of Mangrove Global. “Used delicately, it brings a subtle depth of flavor to classics like Negronis, Martinis, and Manhattans, or it can be paired with lighter mixers to create lower-ABV serves.”
And the category is ready to tap into the RTD alcohol trend: smaller formats, including cans, could open the door to more casual and RTD occasions and help the drink feel more accessible.
Embracing the potential of sake
Sake, for the minute, remains a niche category outside of Japan. But both Mangrove Global and Akashi-Tai believe the potential is huge.
But there is still work to be done to embrace that potential: primarily in improving accessibility and education.
For many people, sake is still an intimidating category and work needs to be done to demystify the drink. Bringing it into more familiar formats and into mainstream venues and retail channels will be crucial.
“We’re only at the beginning of sake’s potential in the UK and US, and the opportunity is significant,” said Komatsu.
“Exports to the US leapt by 25.9% in 2024, underscoring the strength of consumer demand. In the UK, momentum is building quickly too.
“The key drivers are education and accessibility: demystifying sake, showing how to serve it, and highlighting its pairing potential with both Japanese and Western dishes.
“Visibility is also essential: placing sake on wine lists, in cocktail menus, and in premium retail spaces will help shift it from an occasional curiosity to a regular feature in people’s drinks repertoire.
“Just as categories like craft gin and Prosecco have transformed consumer habits, we believe sake with its rich heritage, versatility, and distinctive character can capture that same momentum in the UK and US.”
