Sake Consumption during the Showa Period (1926-1989)

However, the quality of Japanese sake was reviewed in the late 1960s, and consumers crusaded to demand the content of sake be labeled, as sake brewers started to actively brew “Honjozo” and “Junmai” sake.  

Also, the assignment of quota on sake rice was abolished, and various sake similar to wine and carbonated sake were released. Since enjoying peak sales in the late 1960s, sake sales slumped due to the increasing popularity of whiskey, beer, wine, and shochu. Although sake consumption is declining in Japan, each sake producer is engaging in various efforts to improve quality and diversify containers, while releasing a line-up of various sake products such as draft sake and Ginjo sake to increase sales. 

Adding preservatives to sake was banned in 1983, and The Sake Grading System of Japan was ended in April 1992. Since then, premium sake such as Daiginjo sake and Ginjo sake became mainstream and local sake increased in popularity. As more Japanese restaurants opened overseas, the sake boom was ignited in the U.S. Sake sales in the U.S. market, where many consumers enjoy wine, transition around ten percent in growth rate each year.