Tokyo Jizake Strolling / Sake Seminar
2026-05-20
By Ryuji Takahashi
Recently, I was invited by a group of small and medium-sized business owners to lead a sake seminar, and I hosted an engaging two-hour session. While I receive requests for sake seminars from various organizations throughout the year, trends in sake—and alcoholic beverages more broadly—are constantly evolving. As a hands-on instructor who stays connected to the field, I make it a point to continually refine and update the content, ensuring each seminar reflects the latest insights and industry developments.
Most of what I talk about in my seminars focuses on the real, on-the-ground state of the sake industry and practical tips for buying sake without making mistakes. Unlike instructors who hold certifications but lack firsthand experience, I bring insights that only someone actively working in the field can share. I also make it a point to deliver these lessons in an engaging and often humorous way. One topic I often highlight is that, compared to younger generations, middle-aged consumers have become less willing to spend money on sake—a trend that always sparks lively discussion.
In fact, according to the latest household survey by Ministry of Internal Affairs and Communication, the annual average spending on sake has actually increased among people in their 20s and 30s, while it has declined among those in their 40s and 50s. This suggests it’s not that younger people aren’t drinking alcohol—it’s that middle-aged consumers are buying less sake. And when you consider the age groups that still maintain regular drinking habits, there are actually more drinkers in their 40s and 50s. The real concern, then, is the middle-aged shift away from sake. While some older men often claim that “young people don’t drink anymore,” the reality is quite the opposite: it’s the middle-aged men who should be spending more on sake—this is the true, on-the-ground picture of the market.
Teaching sake to young people might feel a little awkward—after all, many of them may already be more knowledgeable about the latest trends in sake than we are. However, when you look at shipment data by type of sake, there’s only a modest increase in sales of namazake (unpasteurized sake) compared to the previous year, suggesting that young people aren’t yet keeping sake regularly stocked at home. From this observation, the conversation naturally shifts to an important point: when people aren’t spending, it often means they don’t want to risk buying sake they might not enjoy. This leads perfectly into discussions on how to purchase sake wisely—how to avoid mistakes and choose bottles that truly match your taste—making the seminar both practical and engaging.
The seminar weaves in colorful stories—from a stubborn owner of a second-hand record shop to the passionate proprietor of a specialty coffee bean store—bringing life and relatability to the lessons. We also cover practical tips: what to pick up at the supermarket, which pack sake is worth trying, and other easily accessible options for enjoying Japanese sake. After the main session, there’s always a Q&A segment where attendees can ask anything, and this time was no exception. The two-hour seminar was so lively that it extended to two and a half hours. While the organizers were a bit anxious about the venue schedule, I was grateful to receive requests to repeat the seminar in the future—an opportunity I’d be more than happy to accept.
Interest in sake isn’t limited by age—both young people and older generations share a curiosity and appreciation for it. While terms like “alcohol harassment” are part of today’s conversation, perhaps it wouldn’t hurt if, every now and then, we returned to the old days a bit: sharing a drink between a boss and their team, and yes, even listening to the occasional sake trivia from a passionate older gentleman. Sometimes, a little of that tradition can be a good thing.
Most of what I talk about in my seminars focuses on the real, on-the-ground state of the sake industry and practical tips for buying sake without making mistakes. Unlike instructors who hold certifications but lack firsthand experience, I bring insights that only someone actively working in the field can share. I also make it a point to deliver these lessons in an engaging and often humorous way. One topic I often highlight is that, compared to younger generations, middle-aged consumers have become less willing to spend money on sake—a trend that always sparks lively discussion.
In fact, according to the latest household survey by Ministry of Internal Affairs and Communication, the annual average spending on sake has actually increased among people in their 20s and 30s, while it has declined among those in their 40s and 50s. This suggests it’s not that younger people aren’t drinking alcohol—it’s that middle-aged consumers are buying less sake. And when you consider the age groups that still maintain regular drinking habits, there are actually more drinkers in their 40s and 50s. The real concern, then, is the middle-aged shift away from sake. While some older men often claim that “young people don’t drink anymore,” the reality is quite the opposite: it’s the middle-aged men who should be spending more on sake—this is the true, on-the-ground picture of the market.
Teaching sake to young people might feel a little awkward—after all, many of them may already be more knowledgeable about the latest trends in sake than we are. However, when you look at shipment data by type of sake, there’s only a modest increase in sales of namazake (unpasteurized sake) compared to the previous year, suggesting that young people aren’t yet keeping sake regularly stocked at home. From this observation, the conversation naturally shifts to an important point: when people aren’t spending, it often means they don’t want to risk buying sake they might not enjoy. This leads perfectly into discussions on how to purchase sake wisely—how to avoid mistakes and choose bottles that truly match your taste—making the seminar both practical and engaging.
The seminar weaves in colorful stories—from a stubborn owner of a second-hand record shop to the passionate proprietor of a specialty coffee bean store—bringing life and relatability to the lessons. We also cover practical tips: what to pick up at the supermarket, which pack sake is worth trying, and other easily accessible options for enjoying Japanese sake. After the main session, there’s always a Q&A segment where attendees can ask anything, and this time was no exception. The two-hour seminar was so lively that it extended to two and a half hours. While the organizers were a bit anxious about the venue schedule, I was grateful to receive requests to repeat the seminar in the future—an opportunity I’d be more than happy to accept.
Interest in sake isn’t limited by age—both young people and older generations share a curiosity and appreciation for it. While terms like “alcohol harassment” are part of today’s conversation, perhaps it wouldn’t hurt if, every now and then, we returned to the old days a bit: sharing a drink between a boss and their team, and yes, even listening to the occasional sake trivia from a passionate older gentleman. Sometimes, a little of that tradition can be a good thing.
日本酒セミナー
先日、中小企業の経営者の人達から日本酒セミナーの依頼が有ったので、2時間のセミナーを開催した。毎年、何度か色々な所から日本酒セミナーの依頼が有るが、日本酒だけでなくアルコール飲料の動向は毎年変わっていくので、現場を知る講師として、内容のブラッシュアップを常に意識している。私の喋る内容は、ほとんどが日本酒業界のリアルな状況と失敗しない日本酒の買い方である。これは資格だけ持っている講師とは違い、現場にいる私にしか出来ない講義内容だと思っている。そしてそれを面白可笑しく説明するようにいつも心がけている。その中の一つで、若者よりも中年が日本酒にお金を使わなくなったという話がある。実際、総務省の家計調査にて直近1年で２０代３０代の日本酒の年間平均購買金額はアップしており、４０代５０代は下がっている。これは若者が酒を飲まないのでは無く、中年が日本酒を買わなくなっていると言って良いだろう。しかも飲酒習慣がある年代で言えば４０代５０代の方が多いので、深刻なのは中年の日本酒離れである。若者は酒を飲まないとよく言うオジサン達がいるが、いやいやオジサン達こそ日本酒にお金をもっと使ってくれが本当のリアルだったりする。もしかしたら若者に日本酒を教えるなんぞ恥ずかしい話で、よっぽど若者の方が最近の日本酒に詳しい可能性がある。しかし、造り別出荷数量を見ると生酒が前年比で多少上昇しているデータから若者も家に日本酒を常備するとまではいかない様だ。などという話を絡めながら、お金を使わないということは、出来るだけ好みでない日本酒を買いたくはないとなるので、では失敗せずに日本酒を買うにはどうしたら良いかなどと話が進んでいく。そこには、中古レコード屋の頑固店主の話も出てくるし、こだわりの珈琲豆屋の店主も話に出てくる。スーパーでは何を買えば良いか、パック酒を買うなら何が良いかなど、気軽に手に入る日本酒の話もする。その後は何でも質問してくださいと質問コーナーを設ける。今回も２時間のセミナーが盛り上がり、２時間半まで延長となり、場所の確保の問題で主催側が少し焦っていたが、是非またリピートをお願いしたいと有難いことに依頼を受けた。日本酒に興味があるのは、若い人も年配の人も同じで有る。最近はアルコールハラスメントなどの言葉もあるが、また昔みたいに上司と部下が酒を酌み交わし、面倒な日本酒うんちくを話すオジサンが出てきても、たまには良いのではないだろうか。
