Businesses in Britain are coming up with inventive ways to try to broaden the appeal of sake to suit European palates as Japan looks to increase sales in developed markets across the world.
For many in Britain, sake is an acquired taste and is only consumed with Japanese food. Often, people will first drink the beverage in Japanese restaurants with no knowledge about the brand or the quality of what they are trying.
Now, a host of professionals are trying to change perceptions, tempering early signs of success with the admission that more work needs to be done to popularize Japan's famous beverage.