A New Begging of Japanese SAKE

The reason we launched SAKE INITIE comes from countless conversations we have had with people around the world while working in the field of international sake trade.

As we visited overseas markets and talked with people over shared glasses, we heard the same words again and again:

“Sake seems difficult.”
“I don’t know how to choose.”

At the same time, we saw something inspiring.
When we explained just a little about how to enjoy sake — its ways of drinking and its background — and offered a slightly different way to encounter it, people’s expressions changed.
“This is delicious.”
“I want to know more.”
We saw their eyes light up again and again.

Through these experiences, we became convinced of one thing:
Sake should feel open and approachable to everyone, not just a select few.