The rise of Sake! How Japanese rice drink has taken over the UK

Sake – the fermented rice wine from Japan – is clearly the drink of the moment. 

It appears to have taken over the UK, with sake bars springing up across London, while Waitrose has reported a huge 241 per cent increase in searches. 

Sake typically has around 15 per cent ABV and is the national drink of Japan, with a heritage dating back 2,000 years. 

It’s also taken social media by storm, with many taking to TikTok to try it out, while celebrity endorsements from the likes of Brooklyn Beckham and Cate Blanchett have now given the drink an A-list-approved status. 

Experts have told FEMAIL that the drink’s growing popularity can be put down to the increased influence of Japanese culture, as well as the drink’s ‘versatility’ and ‘purity’. 

Jeremy Lithgow MW, Head of Wine at Amathus Drinks, said: ‘Sake has benefited from the rising influence of Japanese culture across all areas including TV, film and of course food. 

‘This brings associations of being cutting-edge yet traditional, precise and refined, little known and interesting.

‘People enjoy sense of discovery but also its versatility and purity – essentially, it is just made from rice, yeast and water, plus it’s extremely food friendly and versatile, with an ability to pair well with almost any kind of food. 

‘Plus, the packaging is often very elegant, and there is a nice sense of ceremony to the service of Sake.’

Sake has also become a popular ingredient to include in cocktails, often used as a lower alcohol alternative.  

Sake, also known as nihonshu, is a wine but has a brewing process more similar to beer. 

Accounts on social media dedicated to the drink have now sprung up, with one @sakepsycho having her page entirely dedicated to reviews. 

The phenomenon is clearly catching – as Sake Psycho’s comments are filled with others promising they will ‘start buying sake’ and that they ‘can’t wait’ to try it for themselves. 

Others have been trying sake on camera for the first time. 

Adaleta Avdić (@adaatude) clearly enjoyed her taste of sake, saying: ‘It’s actually really good. I think I actually want to put it in the freezer and make it even more chill.’

However, it’s clearly not for everyone and for some, it’s an acquired taste.   

Another TikToker, @el_theveganbodybuilder_, tried sake for the first time but was clearly less than impressed, saying it tasted ‘like vodka water’. 

Also popular with Gen Z are ‘sake bombs’ – a glass of beer and cider with a cup of sake balanced on top with chopsticks. 

The ‘bomb’ then explodes after bashing the table, causing the chopsticks to wobble and the sake to fall into the drink.

Sake is not only fashionable and delicious, but it is rapidly gaining a cult following of A-list celebrities.  

In March this year, Cate Blanchett was appointed as the new creative director of Toku Sake, which sells for £155 a bottle. 

Brooklyn Beckham has also picked up sake as a business venture, and is the co-founder of WESAKE, which sells canned cocktails.  

‘No one has really done [sake] before, especially the way we’re doing it,’ he said. 

He added: ‘Joining WESAKE unites many of my different passions, including my fascination with Japan, cuisine and my love of sake, which I know more people will share if they are exposed to it in the right way.

‘Sometimes sake can be perceived as formal, distant and hard to understand. But in Japan, sake isn’t just for sushi restaurants… it is something to enjoy with friends, family, casually outside during summer or at a BBQ.’

He says: ‘Grab a can, a glass, and pour your buddy and yourself a chilled WESAKE and join us.’

WESAKE is Junmai Ginjo sake and only four ingredients – rice, water, koji, and yeast. It’s relatively inexpensive too, at £32 for eight cans. 

Brooklyn recommends having sake alongside a cheese board, Italian food or even beef Wellington. In fact he says he has it with ‘every dish’ he eats.  

Blanchett even says you can even have it with fish and chips as each dish brings out a different flavour to the sake. 

Jennifer Wagoner, global head of wine and sake at Zuma, says that interest in sake has increased substantially since the pandemic. 

She says: ‘During my time at Zuma I have seen many changes in our guests’ taste – with the most remarkable being a notable increase in guests requesting sake and being more inquisitive about different varieties and what makes them different.

‘Since the pandemic, we’ve noticed guests are more curious and interested in exploring beyond traditional pairings with dinner and that is where sake complements this desire perfectly.’

Jennifer added that Zuma has seen a huge increase in sake sales across the globe, after launching their own branded sake in 2018. 

Natsuki Kikuya, who is a senior researcher in sake at WSET, says a new range in sake styles and varieties – such as sparkling, low alcohol, natural and organic sake – is now appealing to a new range of consumers. 

She says: ‘People love the unique and varied flavour profiles of different styles of sake, as well as the cultural aspects, social rituals and the historical stories associated with this drink.’ 

Meanwhile Jeremy at Amathus Drinks says sake is ‘incredibly flexible’ and can be enjoyed with most foods. 

He told FEMAIL: ‘Sake is great with food as the style ranges from fruity to very umami heavy, and it can form and interesting base for a cocktail, as it is able to carry and amplify a range of additional flavours. 

‘With a range of styles available, food matches can range from sushi and sashimi through to cheese, grilled meats and even some desserts – it really is very flexible.’