London set to host sake celebration

Restaurants across the capital will be celebrating the diversity and versatility of sake this October.

Launching on World Sake Day, on 1 October, the campaign will be taking place in Japanese and non-Japanese restaurants alike to demonstrate that these traditionally brewed Japanese drink works in any setting. Each participating restaurant, perhaps totalling 30 venues, will offer two to three different dishes with two to three different sakes to pair. The details of which restaurants are taking part will be announced on a dedicated mini-site later this month.

So that they can get the most out of this beverage, a WSET qualified sake expert and a UK sake distributor will be offering training and guidance in order to develop the menus. The Sake Seafood Sensations campaign will be exposing Londoners to how different styles of sake work with different fish and shellfish dishes.

Aoi Kuze, director of JFOODO London (the organisation behind the campaign, alongside SLAM Communications), said: “Sake is made with care and passion to produce a high quality but very accessible drink that has enormous versatility. Traditional yet contemporary, it matches well with many different cuisines, but especially with seafood.”

“Through this promotion, with the support of some exciting London restaurants and our esteemed UK distributors, we are looking forward to introducing more UK diners to the varied styles, aromas and flavours of Sake throughout October,” Kuze continued. “The Sake market outside of Japan continues to grow and we see great potential for further expansion here in the UK where there is a clear appetite, especially in London, to discover new, high-quality food and drink.”

Any restaurants wishing to get involved should contact the following email: [email protected].

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