Japan Alcoholic Drinks Catching On in Britain amid "Washoku" Boom

   London, Oct. 7 (Jiji Press)--Japanese alcoholic drinks, such as sake and whisky, are gaining popularity in Britain amid the "washoku" Japanese cuisine boom around the world.
   While the alcohol market in Japan is saturated, many promotional campaigns are underway in London, a center of wine business and a trendsetter.
   People and companies from Japan are making efforts so that British consumers will add Japanese alcoholic drinks to their daily drinking choices.
   Rie Yoshitake, who has been working to make sake more widely known in Britain, has emphasized the importance of localization.
   "Japanese people tend to stick to the Japanese way. The idea that drinks should be consumed in particular ways makes them look unapproachable," Yoshitake said, adding that it is important to let people enjoy Japanese alcoholic drinks just like beer and wine without caring how they should be drunk.

(2024/10/07-12:18)

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