How to Sell Sake to Wine Drinkers: Debunking 5 Common Misconceptions

The closest comparable alcoholic beverage to Japanese sake is wine. Some people even call sake “rice wine” indicating the similarity to a fermented beverage and the fact that sake is made out of rice instead of grapes.

The main differences between sake and wine

To help wine lovers understand the unique charm of sake, let's break down the main differences between sake and wine:

Ingredients:

• Sake: Made exclusively from rice.
• Wine: Crafted from fermented grapes.

Alcohol Content:

• Sake: Typically ranges between 15-17%, but can reach up to 21%.
• Wine: Generally hovers around 13-14%.

Fermentation Process:

• Wine: Grapes contain natural sugars, allowing for a straightforward fermentation process (single fermentation).
• Sake: Rice lacks direct sugars, so starch must first be converted into sugars before yeast can work its magic, resulting in a unique parallel fermentation process (multiple parallel fermentation).

5 common misconceptions

As we have now understood the main differences between wine and sake, we will discuss more about how to make sake attractive to wine drinkers.

Misconception #1: Dry sake is like dry wine

One common misunderstanding is likening dry sake to the dryness found in wines. Ordering a dry sake doesn't always guarantee a similar dry experience as one might expect with wine. The key lies in the distinct characteristics of sake.

Umami and Sugars: Sake tends to boast more umami (a savory taste) and sugars than wine. This means that even a dry sake might carry a hint of sweetness when compared to a dry wine.

Less Acidity: Unlike wine, sake generally has lower acidity, adding to its unique flavor profile. So, a dry sake might still give off a somewhat sweet vibe, surprising those expecting the bone-dry sensation of a dry wine.

Instead of asking customers if they prefer dry or sweet sake, consider recommending unpasteurized sake. Opt for varieties that strike a balance—those not overly sweet but with a touch of freshness and acidity. Alternatively, suggest high-umami, high-acidity sakes, which align with the more robust and flavorful palate often found in wine drinkers. This tailored approach can be especially effective for those accustomed to the acidity and complexity present in various wines.

Pro Tip: Wine vs. Sake nutrition values

Caloric information (per 100ml)

• Sake: 105 ~ 110 kcal
• Wine: 80 ~ 100 kcal

Umami amino acids 

• Sake (Honjozo): 60 mg/100ml
• Wine (White): 5 mg/100ml

Sweet amino acids 

• Sake (Honjozo): 104 mg/100ml
• Wine (White): 23 mg/100ml

Misconception #2: Sake only drinks well with Japanese food

A widespread misconception suggests that sake is exclusively designed to complement Japanese cuisine. While it undoubtedly harmonizes with traditional Japanese dishes, the reality is far more versatile.

Culinary Compatibility: Sake isn't limited to Japanese fare. It's a culinary chameleon that effortlessly complements Western, Chinese, and Southeast Asian dishes. Picture umami-rich and acidic sake elevating meaty delights, or lactic sake forming delightful partnerships with a variety of cheeses.

Dessert and Bubbly Alternatives: Don't confine sake to the main course. Aged or Kijoshu-type sake can gracefully substitute your dessert wine, bringing a unique twist to the sweet finale. Additionally, sparkling sake proves a sparkling alternative to traditional sparkling wines, making it a delightful choice for celebrations.

So, the next time you're reaching for sake, let go of the notion that it's exclusively tied to Japanese cuisine. Embrace its versatility and explore the myriad of taste adventures it can offer across a global menu.

Misconception #3: Sake must be served in traditional sake cups

Another common misbelief surrounding sake is that it must be exclusively sipped from traditional vessels known as "o-choko." While these cups foster a convivial atmosphere, they may not do justice to the full aromatic potential of sake.

Unlocking Aromas: To fully appreciate the aromatic symphony of sake, we suggest a departure from tradition. Instead of the traditional cups, opt for tulip-shaped wine glasses akin to those used for white wine. This not only enhances the aromatic experience but also offers a more familiar setting for those accustomed to wine culture.

Familiarity with Wine Glasses: The tulip shape of wine glasses isn't just for aesthetics. Similar to wine, these glasses play a crucial role in capturing and concentrating the subtle aromas. The aroma molecules, when swirled and trapped in the glass, hit the olfactory senses directly, allowing for a more nuanced and enjoyable drinking experience.

So, the next time you pour yourself a glass of sake, consider stepping away from tradition and embracing the tulip-shaped wine glass. It's not about abandoning heritage; it's about unlocking the full potential of your sake-drinking experience.

Misconception #4: Sake should be served warm

A prevalent misunderstanding in the sake world is the notion that all sake should be served warm. While warming sake can enhance certain varieties, the landscape has evolved, and today, many sakes are crafted to be enjoyed chilled.

Diverse Temperature Preferences: Not all sake is meant to be warmed. A general guideline is that premium sake types like Daiginjo and Ginjo, along with Namazake (unpasteurized sake), are best stored in the refrigerator and served chilled. This practice ensures that the full spectrum of the sake's character is experienced by the consumer.

Evolution of Sake Culture: With advancements in brewing techniques and a growing appreciation for the nuanced flavors of sake, the trend has shifted towards chilled enjoyment. Keeping premium sake varieties cool preserves their delicate flavors and aromatic intricacies, providing a more authentic and satisfying tasting experience.

So, when it comes to serving sake, forget the one-size-fits-all approach to warming. Embrace the diversity in temperature preferences and let the characteristics of each sake shine through by serving it as recommended – chilled for those premium and unpasteurized varieties.

Pro Tip: Serving temperatures of sake

In the world of sake, the temperature at which it's enjoyed becomes a fascinating avenue for flavor exploration. Here's a breakdown of the diverse temperature ranges and their impact:

• Reishu (5-10℃): A crisp chill enhances freshness and subtly tempers sweetness.
• Hiya (15-25℃): A mild warmth strikes a balance, offering a nuanced experience.
• Kanzake (30℃ and above): A warmer setting enriches the aroma but brings out a heavier overall profile.

Delving further into poetic descriptors:

• Yuki-Bie (5℃): Experience the chill of snow for a refreshing sip.
• Hana-Bie (10℃): Embrace the coolness akin to being stored in a fridge.
• Ryo-Bie (15℃): Slightly cold, offering a delicate balance.
• Jo-on (20℃): Room temperature, showcasing sake in its natural state.
• Hinatakan (30℃): Warmth reminiscent of a sunny day.
• Hitohadakan (35℃): Body temperature, offering a comforting feel.
• Nurukan (40℃): Lukewarm, a midpoint that balances flavors.
• Jokan (45℃): Enjoy the warmth without reaching a scalding point.
• Atsukan (50℃): A hot option, intensifying the sake experience.
• Tobikirikan (55℃+): Piping hot, for those who relish the extreme warmth.

Misconception #5: Sake is expensive

A widespread misconception suggests that sake is an expensive indulgence, especially when enjoyed outside of Japan. While it's true that overseas prices can be 3-4 times higher than the retail cost in Japan, understanding the factors at play can help navigate this perceived hurdle.

Taste Exploration: To overcome the price concern, it's crucial to emphasize the unique taste profile of each sake and offer thoughtful pairing recommendations. By highlighting the intricate flavors and textures, customers may better appreciate the value of each sip.

History and Quality Assurance: Delving into the rich history of the sake brewery and emphasizing the Japanese commitment to quality can be a powerful tool. This not only adds a cultural dimension to the experience but also instills confidence in the craftsmanship behind each bottle.

Packaging and Exploration: To entice wine drinkers, consider innovative approaches like bundling different sake in a food pairing course or offering a dedicated sake flight featuring 3-4 distinct types. This allows customers to explore their preferences, discover new favorites, and enjoy a variety at a more accessible price point.

By combining education, cultural context, and thoughtful packaging, sake can become not just a beverage but a unique and value-rich experience for wine enthusiasts.

Sake for wine drinkers: 5 selections

Here are 5 of our favorite sake recommendations that every wine drinker will love.

1. TENZAN Sparkling Dosage Zero (天山 スパークリング Dosage Zero): An elegant sparkling sake, certified by the Japan Awasake Association, this Dosage Zero variant offers a supremely dry experience. Crafted through bottle fermentation without the addition of sugar, akin to the Champagne method, it exudes a luxurious aroma featuring notes of white peaches and yogurt. The delicate, soft mouthfeel and dry aftertaste highlight the pure essence of rice, harmonizing seamlessly with fine bubbles for a perfectly balanced indulgence.
2. ZAKU Junmai Daiginjo Nakadori "Miyabi no Tomo" (作 「雅乃智」 中取り 純米大吟醸): Crafted from the purest "Nakadori" sake, excluding the typically imbalanced "Arabashiri" and "Seme" portions, this Junmai Daiginjo offers a stunning Ginjo aroma and a gracefully rounded sweetness. Its smooth, mellow texture and luscious aftertaste contribute to its delicate and elegant profile, making it a standout in refinement and subtlety.
3. SHICHIDA Junmai Yamadanishiki 75% (七田 純米 七割五分磨き 山田錦): A trailblazer in the 75% polished series, this unfiltered and undiluted Junmai showcases the distinctiveness of Yamadanishki rice with full and refined flavors. The concept aims to maximize the rice's inherent power, achieved through a one-year maturation that harmonizes brilliant flavors. Subtle aromas of grape and steamed rice introduce comforting notes of toasted cereals, complemented by a well-balanced acidity that lingers for a delightful aftertaste.
4. MUTSU HASSEN Ginjo PINK (陸奥八仙 ピンクラベル 吟醸): Crafted with local yeast, rice, and white koji, this playful Ginjo sake bears a pink label and a slight citric acidity. Exhibiting fruity aromas of melon and banana, its mellow flavors evoke notes of cotton candy or bubble gum, transitioning into a light dryness. The aromatic qualities are mirrored in its taste, and a crisp finish enhances the lingering fruitiness. Versatile enough to complement both Japanese and Western cuisines, its light dryness and pleasant sharpness make it an enjoyable choice across various culinary experiences.
5. ZANKYO Junmai Daiginjo Super 7 (残響 純米大吟醸 Super 7): At 7%, the Miyagi-native Kura No Hana rice undergoes extensive polishing, with 93% removed before fermentation. The outcome is a sake boasting a luxurious fruity aroma and a light palate featuring a gentle sweetness. A year of aging in ice temperatures further refines the product, ensuring clarity. The delicate aroma, reminiscent of grapes and strawberries, accompanies a velvety, moist attack that sparkles on the palate, fading instantly and leaving a subtle lingering aftertaste.

Conclusion

Sake is more than just rice wine and is a great choice for every wine drinker. Almost all wines on your wine menu and within your course menu can be potentially replaced by delicious sake options. So try to integrate sake into your menu and clear out the misconceptions by serving chilled sake in wine glasses.