Sake in Japan is undergoing an image makeover. It's desperately trying to become one of the cool kids again. Currently the second-lowest consumed alcoholic beverage in the country — whiskey and brandy being the lowest — sake only has a 6.8 percent market share according to a National Tax Agency Report in 2013.

A new generation of sake brewers are hoping to turn things around. But it's not going to be easy as the aging drinkers of traditional sake are literally dying — and taking the market with them. Young toji (professional brewers) are hoping to captivate younger generations of drinkers by creating new flavors with ancient techniques, and their unconventional attempts at making a comeback seem to be working.

Sake was alive and well at Craft Sake Week held in Tokyo's Roppongi Hills last month. During the 10-day event, 100 domestic breweries presented their to a young, enthusiastic crowd. The scene was far removed from stuffy standard sake tastings. A live DJ spun pop and electronic music, gourmet food trucks served international cuisines and craft sake was poured from the hands of the very toji who labored over it.