Perhaps what sake needs for a rebound is a woman’s touch.
Even as sake makes inroads abroad, sales of the iconic alcoholic beverage have suffered a steady decline in its home market over the past 50 years.
Sales of nihonshu, as it’s known in Japanese, currently make up less than 7% of alcohol sales in Japan, compared to a 30% share for beer. That’s a long way down from the dominant position sake held after World War II when its market share peaked at around 80%.
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