Miho Ohta, a key player in the nihonshu production industry, joins sake expert John Gauntner and flavors connoisseur Frank Walter to discuss natsuzake, Japan's refreshing summer sake. They explore the absence of a legal definition for natsuzake and the trending shift towards sour, low-alcohol varieties. With anecdotes on personal serving rituals and insights on the visual appeal of sake, the trio delves into the unique serving styles that make nihonshu a beloved drink even during the hottest months. Cheers to summertime flavors!
Natsuzake represents an innovative response by breweries to the seasonal decline in sake consumption during Japan's hot summer months.
The evolving perception of sake, including creative serving methods like ice and mixed drinks, aims to attract new consumers in a competitive market.
Deep dives
The Origin and Evolution of Natsuzake
Natsuzake emerged as a seasonal sake crafted for the hot and humid summer months in Japan, addressing a distinct gap in the market. Prior to the early 2000s, sake breweries primarily produced fresh sake known as shinshu, which was available only from late November to around April. Recognizing the decline in sake consumption during summer, many breweries began creating lighter and fizzier options specifically for this season. This led to a diversification in sake offerings, allowing consumers to enjoy beverages better suited for warmer weather.
Consumer Preferences and Market Trends
Surveys conducted at sake fairs reveal that even among dedicated sake enthusiasts, summer consumption of sake tends to decrease in favor of lighter drinks like beer. In fact, when participants were asked about their preferred alcoholic beverages during summer, beer outnumbered sake significantly, highlighting a trend away from traditional sake. This shift points to the need for breweries and retailers to adapt their offerings to match consumer taste preferences, particularly during the hotter months. The design and marketing of Natsuzake, including cooler packaging and promotional strategies, aim to entice consumers back to sake during the summer.
The Characteristics of Natsuzake
Natsuzake is not a strictly defined category, but it generally encompasses two main types: refreshing and rich, full-bodied sake. Refreshing Natsuzake tends to be lighter in flavor and lower in alcohol, often served chilled, making it an appealing choice in hot weather. In contrast, the richer varieties may include higher alcohol content and can be served on the rocks, still providing a refreshing experience. With this variety, Natsuzake serves to meet diverse consumer preferences while emphasizing the importance of seasonality in beverage enjoyment.
Innovative Serving Methods and Cultural Shifts
Creative serving methods for Natsuzake, such as pouring it over ice or mixing it with flavored ice cubes, reflect a cultural shift in how sake is perceived and enjoyed. Some breweries have embraced these methods to enhance the drinking experience while also making sake more appealing in a competitive beverage market. Interestingly, the acceptance of serving sake with ice indicates a blending of traditional practices with contemporary drinking styles, aimed at attracting new consumers. As the popularity of Natsuzake grows, it is likely to push the boundaries of traditional sake consumption, leading to innovative ways of enjoying this iconic beverage.
Summer in Japan is hot! Too hot some might say. To help beat the heat, nihonshu producers sell a variety of sake called natsuzake or “summer sake.” But what is natsuzake really? It has no legal definition and no established taste or serving guidelines.
Miho Ohta and John Gauntner have a conversation about the recent trends in natsuzake until Frank Walter joins the fray to talk about natsuzake flavors and the trend towards sour flavors and low alcohol in sake.
While the jury is still out on whether natsuzake will become a consistent kind of sake, the answer is clear that sake is totally a summer drink, even (according to Miho) when warmed.
Tell us your thoughts and feelings about natsuzake at @sakeonair on Instagram and Facebook, or send us a message with your thoughts and experiences to questions@sakeonair.com.
We’ll be back with more Sake On Air before you know it.
Until then, kampai!
This episode has been made possible with the generous support of the Japan Sake & Shochu Makers Association. Sake on Air was created by Potts-K Productions and is produced by Export Japan. Our team is Justin Potts, Miho Ota, Cindy Bissig, Sebastien Lemoine, John Gauntner, Chris Hughes, Rebekah Wilson-Lye, Marie Nagata, Christopher Pelegrini, Arline Lyons, Shuso Imada, and Frank Walter. Our theme, “Younger Today Than Tomorrow” was composed by forSomethingNew for Sake On Air.
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