Gen Z and Sake

“Isn’t sake just an old man’s drink?”

Many members of Gen Z (those born between the late 1990s and early 2010s) might have this image of sake.

But today, the sake industry is beginning to change. New sake that reaches younger generations, new ways of drinking, new communication. Let’s explore the relationship between Gen Z and sake.

Gen Z Characteristics and Values

Digital Natives

A generation that has had the internet since birth.

Characteristics

• Information gathering through social media is second nature
• Affinity for video content
• Online purchasing behavior

Impact on Sake

• Instagram-worthy sake gains popularity
• Sake content on YouTube and TikTok
• Increased e-commerce purchases

Experience Over Possessions

A tendency to spend money on experiences rather than things.

Characteristics

• Experiences over ownership
• Emphasis on “experiential consumption”
• Interest in stories

Impact on Sake

• Popularity of brewery tours
• Participation in sake events
• Attraction to brewers’ stories

High Social Awareness

Strong interest in environmental issues and social challenges.

Characteristics

• Interest in sustainability
• Ethical consumption
• Awareness of local contribution

Impact on Sake

• Interest in organic sake
• Wanting to support local breweries
• Choosing environmentally conscious products

Respect for Diversity

Dislike of being pressured into uniform values.

Characteristics

• Pursuit of individuality
• Seeking diverse options
• Resistance to being told what to do

Impact on Sake

• Free drinking styles over “you should drink it this way”
• Enjoying various types of sake
• No resistance to cocktails and variations

Causes of Young People Distancing from Sake

Image Problems

“Old-fashioned” Image

• Something older people drink at izakaya
• Banquet sake in small cups
• Easy to cause hangovers

“Difficult” Image

• Too many types to understand
• Technical terminology is confusing
• Don’t know how to order

Lack of Touchpoints

No Opportunity to Drink

• No habit of drinking sake at home
• Beer and sours dominate drinking parties
• Many restaurants don’t carry sake

Information Doesn’t Reach Them

• Little outreach targeted at young people
• Weak social media presence
• No trigger to spark interest

Abundant Alternatives

Diversified Options

• Craft beer, wine, RTDs (ready-to-drink)
• Expanded non-alcoholic beverage options
• The option not to drink at all

Sake That Reaches Gen Z

Attracting Through Design

Label and bottle design have evolved.

Modern Labels

• Aramasa’s No.6 series
• Pop illustrated labels
• Brands with alphabetic names

Instagram-worthy Bottles

• Colorful bottles
• Unique shapes
• Designs you want to collect

Pursuit of Drinkability

Products that even sake beginners can enjoy are increasing.

Low Alcohol

• Light sake at 8-10% ABV
• Easy to drink with meals
• Less likely to cause hangovers

Sparkling

• Champagne-like elegance
• Suitable for toasts
• Fruity and refreshing

Flavored Sake

• Fruit flavors like yuzu and peach
• Enjoyed like a cocktail
• Popular with women as well

Connecting Through Stories

Brewery stories and philosophies resonate with young people.

Young Brewers’ Challenges

• Innovating while inheriting tradition
• Sharing on social media
• Stories that create empathy

Connection to Community

• Local rice, water, and people
• Contributing to regional revitalization
• Becoming someone you want to support

Proposing New Ways to Drink

Liberation from the fixed idea of “this is how you should drink sake.”

Sake Cocktails

• Sake-based cocktails
• With tonic or soda
• Combinations with fruit

Diversified Pairings

• Compatibility with Western and ethnic cuisine
• Combinations with desserts
• Enjoying with free imagination

Temperature Freedom

• Chilled or warmed
• Finding your preferred temperature
• Changing with seasons and mood

Industry Initiatives

Social Media Marketing

Reaching platforms where young people gather.

Instagram

• Branding through beautiful photos
• Daily updates through Stories
• Influencer collaborations

TikTok

• Short videos showcasing brewery charm
• Introducing ways to enjoy sake
• Content aimed at going viral

YouTube

• Virtual brewery tour experiences
• Toji interviews
• Sake basics

Events and Experiences

Initiatives targeting experience-focused Gen Z.

Sake Festivals

• Combined with youth-oriented music events
• Photogenic venue design
• Experiencing the joy of tasting comparisons

Brewery Tourism

• Instagram-worthy brewery tours
• Hands-on content
• Opportunities to purchase limited sake

Pairing Dinners

• Sake and food marriage experiences
• Luxurious intimate gatherings
• Places for new discoveries

Collaborations

Creating new touchpoints through cross-industry partnerships.

Fashion Brands

• Collaborative products with apparel
• Pop-up stores
• Lifestyle proposals

Artists

• Collaborative label designs
• Offerings at music events
• Fusion with art exhibitions

Restaurants

• Sake pairing courses
• Increasing sake bars
• Casual sake izakaya

Education and Outreach

Efforts to convey sake knowledge in accessible ways.

Online Courses

• Sake introduction for beginners
• Video-based learning content
• Easy-to-join formats

Clear Information Sharing

• Explanations without technical jargon
• Use of infographics
• Q&A format content

Sake Recommendations for Gen Z

For Your First Bottle

Aramasa No.6

• Modern design
• Fruity with refreshing acidity
• A taste that changes your concept of sake

Dassai Junmai Daiginjo 45

• Easy-drinking fruitiness
• Available everywhere
• A classic for sake beginners

Mio

• Sparkling sake
• Sweet and easy to drink
• Perfect for toasts and parties

For Those Ready to Explore

Kaze no Mori

• Fresh, slightly effervescent sensation
• Refreshing acidity
• A new sake experience

Senkin Modern

• A wine-like approach
• Balance of acidity and sweetness
• Excellent with Western cuisine

Tenbi

• Brewed by a young female toji
• Clear and elegant taste
• Compelling story too

A Message to Gen Z

Sake is definitely not “an old man’s drink.”

It’s a fermented beverage born from rice and water that Japan proudly shares with the world. Its diversity rivals that of wine. From fruity to full-bodied umami. Chilled or warmed. Paired with all kinds of cuisine.

Enjoy it freely, in your own way.

There are no rules about “how you should drink it.” Mix it with soda, make it into a cocktail. In your favorite glass, listening to your favorite music.

Sake might become your new favorite thing.

Start with just one glass, and give it a try.

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For sake basics, see What Is Sake?.

For beginner sake recommendations, check out Your First Bottle.