For decades, sake (or nihonshu for the majority of Japanese) didn't really do it for the citizens of this archipelago. Cheap, ubiquitous and made from rice, it seemed too familiar — tacky even. Older people drank it at weddings, or swilled the stuff when they wanted to get uproariously drunk. Young women tended to avoid it (the smell put them off) while young men preferred to dazzle dates with their knowledge of imported wine.