A New Hope: Rejecting terroir and the wider gentrification of sake.
The sake industry has been undergoing radical change over the last few decades. Few would argue that this change was necessary to stimulate an industry that had been in steady decline. Japan's aging population, combined with a tendency amongst the younger generation to consume less alcohol, led to almost three decades of stagnation. Of upmost importance was eliminating the poor reputation that blighted sake domestically and alienated almost an entire generation who passed it