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Sake tastes success abroad
Mon, Aug 10, 2009
The Daily Yomiuri/Asia News Network

A sharp increase in sake exports amid a Japanese cuisine boom overseas has lifted the spirits of a number of manufacturers looking abroad to make up for evaporating domestic sales.

As shochu distilled spirits and other alcoholic drinks cut into sake sales, major sake manufacturers in the Fushimi district in Kyoto and the Nada district in Hyogo Prefecture--both major sake manufacturing bases in western Japan--have tried to expand their market overseas. Some have even increased production at their overseas breweries.

The largest sake manufacturer, Hakutsuru Sake Brewing Co, devotes some production lines at the factory at its headquarters in Higashi-Nada Ward, Kobe, to exports several days a week.

Sake bottles, each bearing an English-language label, are shipped to destinations around the world from Kobe Port.

"We've been very busy for the past several years," said Koichi Kashiwagi, 49, in charge of the production lines.

Indeed, sake exports began increasing about a decade ago.

According to the Finance Ministry's Trade Statistics of Japan, these exports grew from about 7,000 kiloliters in 2001 to 12,151 kiloliters in 2008.

Exports to the United States, the largest importer, have doubled since 2001 to 3,843 kiloliters.

Michael Bobrove, vice president of the American Chamber of Commerce in Japan, said that each time he goes back to the United States, the number of restaurants serving sake has increased. He also said high-quality brands, such as dai ginjo, are popular.

Manufacturers also are raising a glass to the jump in sake exports to Asia. In 2008, 1,529 kiloliters of sake was exported to South Korea, where the drink's popularity has recently taken off. This figure is about 50 times the volume shipped there in 1998.

Bae Byung Jin, 43, a commercial director in Seoul, said, "I like to find my favorite types of sake here."

Exports to China in 2008 reached 482 kiloliters, nearly nine times that of 1998.

"Some Chinese restaurants also have begun serving sake," said Makiko Noshi, 36, who operates a drinking water sales company in Shenzhen. "More wholesalers have contacted me about importing it recently."

The exports have benefited from sake's healthy image. Compared with whisky and other distilled alcoholic beverages that contain about 40 percent alcohol, sake contains only 15 percent, giving consumers the impression that it is lighter and better for you.

Some major sake manufacturers have ramped up local production at their breweries in the United States to cope with the growing demand.

Takara Shuzo Co., which is headquartered in Kyoto, will increase the manufacturing capacity of its brewery in California to 7,500 kiloliters a year, 1.5 times the brewery's original capacity, by 2012.

Gekkeikan Sake Co., also headquartered in Kyoto, is considering expanding its manufacturing facility.

The increase in sake exports and manufacturing overseas is part of efforts to cope with the slump in sake consumption domestically. At its peak in 1975, 1.67 million kiloliters were consumed in Japan. However, this had fallen by more than half to 664,000 kiloliters in 2007.

Industry observers expect the sake boom overseas will lead to a revival in domestic consumption, according to the Kiku-Masamune Sake Brewing Co., which is headquartered in Higashi-Nada Ward.

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