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Tokyo Brewery’s Historic Sake Production Faces New Challenges and Opportunities

Located in Tokyo, a brewery with deep historical roots dating back to the era of samurai is continuing the traditional craft of sake, Japan’s renowned rice wine. However, the sake industry is experiencing a troubling trend, with local consumers increasingly favoring cocktails and other beverages, leading to a prolonged decline in domestic sales.

Recently, this traditional craft received a significant boost when UNESCO officially designated the sake-making process as Intangible Cultural Heritage. This recognition, announced during a meeting in Paraguay, is seen as a potential catalyst for revitalizing interest in sake among the Japanese populace.

Japan’s representative at UNESCO, Takehiro Kano, expressed optimism about this development, stating, “The international recognition of sake-making is expected to reignite curiosity among everyday Japanese people, fostering a renewed commitment to pass down these traditional skills to future generations.”

At the heart of this brewing tradition is Koichi Maesako, the head brewer at Ishikawa Brewery in Tokyo. He shared information about a batch of sake that will be ready for consumption in a week, crafted using ancestral methods that align with the UNESCO listing. Key to this craft is the utilization of a special mold known as koji, along with a distinct three-step fermentation process that defines quality sake production.

Maesako noted the promising impact of UNESCO’s support, drawing on past experiences where Japan’s culinary traditions elevated globally following similar recognitions. “Since our food culture was acknowledged by UNESCO, Japanese cuisine has flourished worldwide. I believe sake will follow suit. Our brewery has seen a rise in exports, and this recognition could significantly enhance that growth, propelling our international sales even further,” he shared.

Yet, the challenges aren’t solely tied to shifting consumer preferences. Japan’s sake producers are also grappling with the consequences of unusually warm weather that has affected rice harvests, resulting in diminished grain quality and rising prices. This situation complicates the ability to maintain affordability in their products.

The recent UNESCO designation, which marks Japan’s 23rd addition to the intangible heritage list, arrives at a crucial time for the industry. While sake exports are on the rise, there is hope that the traditional drink can achieve a similar global presence as sushi and make enduring inroads into international markets.

Source
finance.yahoo.com