Sake market in Japan - statistics & facts
Sake has not only symbolic importance as the national beverage in Japan, but is also popularly associated with Japanese food culture in overseas markets. The government has been protecting the traditionally important industry by restricting approvals for new brewing licenses, which are essential for becoming a manufacturer. This is to prevent price wars caused by an influx of new businesses in a time of declining sake consumption. While fermented rice wine is still the main product line of almost half of licensed liquor manufacturing sites in Japan, the industry is struggling to keep businesses running.
Rice grains are milled to prevent the development of off-flavors, which is a significant step in premium sake production. The most produced premium quality sake is graded junmai-ginjo-shu, for which only up to 60 percent of a rice grain can be used. A sake-flavored alcoholic drink made without rice known as synthetic sake (gosei seishu) was popular during the Second World War but has since lost importance.
Traditional sake brewers are looking towards other segments such as the rapidly growing whisky export market to keep the business running. As sake is commonly brewed in cold temperatures during winter, whisky distillation during the off season in summer has garnered attention as a business strategy. Meanwhile, aspiring sake brewers who cannot obtain a new sake brewing license aim for the revival of the industry through craft sake products. Categorized as “other alcoholic beverages” according to liquor tax laws that do not require a sake brewing license, the beverages combine sake brewing techniques with ingredients that are traditionally not allowed in “seishu” including fruits and herbs.
Sake manufacturing
Rice wine cleared of rice solids is known as seishu in Japan. Other sake-type beverages like cloudy sake (nigorizake) and the sweet, fermented alcohol amazake are prohibited from being labeled as seishu. The main ingredients for sake brewing are polished rice, rice mash treated with koji-fungi, and water. Brewer's alcohol may be added depending on the type of sake. The industry annually processes around 200 thousand tons of rice for sake brewing, with over 100 types of rice having been designated as suitable for the manufacturing of premium grades, known as special designation sake. While table rice can be used to save cost, the end product is marketed as general sake equivalent to table wine.Rice grains are milled to prevent the development of off-flavors, which is a significant step in premium sake production. The most produced premium quality sake is graded junmai-ginjo-shu, for which only up to 60 percent of a rice grain can be used. A sake-flavored alcoholic drink made without rice known as synthetic sake (gosei seishu) was popular during the Second World War but has since lost importance.
Sake brewer’s fight for survival
Despite its recognition as Japan’s national beverage, the sake production volume has halved in just two decades. Factors like rising health awareness and the preference for lighter alcoholic drinks are weighing down on the fermented drink that boasts an alcohol content averaging 15 percent. Younger consumers in particular favor other segments like liqueurs and beers in casual drinking situations.Traditional sake brewers are looking towards other segments such as the rapidly growing whisky export market to keep the business running. As sake is commonly brewed in cold temperatures during winter, whisky distillation during the off season in summer has garnered attention as a business strategy. Meanwhile, aspiring sake brewers who cannot obtain a new sake brewing license aim for the revival of the industry through craft sake products. Categorized as “other alcoholic beverages” according to liquor tax laws that do not require a sake brewing license, the beverages combine sake brewing techniques with ingredients that are traditionally not allowed in “seishu” including fruits and herbs.
