Fancy a sake and tonic? The owners of Sake Hall Hibiya Bar are hoping the answer from young drinkers will be a hearty yes as they attempt to carve out a new niche in Japan’s crowded drinks market. The bar, which bills itself as the world’s first specialist sake cocktail bar, opened in Ginza on April 20 and is a collaboration between seven different sake brewers who are using the venture to raise the profile of the much-maligned sake cocktail.

Though sake cocktails, such as the sake bomb, have made a splash overseas, the concept has yet to gain traction in Japan, according to Food Stadium. Many of the sake producers I spoke to at Foodex, a couple of years ago seemed to view the concept of mixing sake with anything as an aberration, but some were trying to run with the concept with a special stand serving cocktails shaken by bow-tied bartenders from snazzy silver shakers. This new venture is simply raising the profile of a campaign that has yet to gain momentum.

If they can pull it off, the rewards could be huge. Suntory’s campaign to promote the highball has brought the company a whole new generation of whiskey drinkers, who like the idea of whiskey as a sophisticated drink but are put off by the high alcohol content. Nihonshu suffers from the same image problem whiskey did years back: it’s perceived as both expensive and way too strong. Many young drinkers instead prefer to instead drink shochu with a mixer which allows them to enjoy the tipple without getting immediately smashed.