The sake industry is boosting its promotion of the alcoholic drink in Britain, where interest in the Japanese rice wine is rising thanks to the growing popularity of washoku Japanese cuisine.
The Times newspaper has published a feature on sake, and local supermarkets have begun selling the drink.
An industry source said that "appealing directly to consumers is key" to overcoming problems such as the rising trend to drink at home following the COVID-19 pandemic and younger consumers' growing preference for low-alcohol and nonalcoholic drinks.
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