Flavored sakes are emerging in the retail market. Some are infused with fruit flavors, while others are flavored Nigori— “cloudy” sake that still contains rice solids that have not fermented— or have sparkling sake as a base. They appeal to customers who like a sweeter, more cocktail-friendly kind of beverage.
These sake varieties range from apple to plum to yuzu, and many flavors in-between. Some are also sparkling and include flavors like yuzu and berry. Most are representative of fruits and flavors that can be found in Japan. The bulk of these sakes are also generally sweeter than other categories of sakes. While most are made in Japan, there are a handful of New World producers of this category as well.
Merchandising these Sakes
Flavored sakes are often sold in specialty shops and niche bars. Customers who are already familiar with classic styles of sake may be more willing to explore these new flavors. According to Karen Sgroi, Director of Business Intelligence at Southern Glazer’s Wine & Spirits, flavored sakes are “being sipped cold or even used in cocktails and are definitely not traditional.” She adds that they “would be merchandised in the rice wine and sake set.”
Packaging bottles with recipe ideas and suggestions could help sales at retail. On-premise, bartender suggestions can lead the way. Mixing them with ice and other mixers can form the base of a number of good drinks. Both their own and in cocktails, flavored sakes benefit from being served cold at around 59 degrees Fahrenheit.
The demographic for the consumption of these sweeter styles of sakes may be different from your classic sake consumer, offering retailers a wider variety of ways to market them. If you have a sake section of your list or store, you could place them there. Otherwise, they might sell well when placed with other, off-dry, fruit-flavored alcoholic beverages.
Getting creative, you might even promote them in the mixers aisle along with cocktail shakers and snacks if you sell them. The category leaves lots of room to have fun with while introducing your customers to a new drink experience.
