A New Hope: Rejecting terroir and the wider gentrification of sake.
In recent years, the sake industry has been experiencing radical change, both internally and externally. Any debate regarding whether this has been for better or worse is likely an exercise in futility. However, few will argue, at least, that change was both necessary and inevitable in order to stimulate a rapidly declining industry. With Japan's aging population, combined with a tendency by the younger generation to consume less alcohol, a new approach was needed in order to
