FROM DUBAI
African + Eastern coordinates numerous sake masterclasses and dinners, visits from
brewers, consumer tastings, sake & food pairing workshops – a large array of activities
to showcase the versatility of sake and prove to even the most stubborn sommeliers,
chefs and bar professionals that there are so many amazing sake products which truly
deserve to be on every master beverage list. African + Eastern is one of very few certified
WSET Level 3 Sake programme providers, and will commence courses from October
2015 which will further contribute to category awareness and promotion. In addition
to supporting the many hotels in the UAE, African + Eastern owns and operates 26
retail stores across the UAE & Oman, each holding a selected Sake range.
“There are over 300 Sake brands available in Dubai, but success of the category is based
not only on diversity. Fair prices which do not scare away consumers who love sake
or just on the way of discovering it; fresh products which are shipped in refrigerated
containers; active marketing and activation done by not only distributors and outlets
but by breweries themselves - these are the requirements which lead to sake category
growth”, Viktoryia comments. “Since 2013 this approach has worked and annually
resulted in over 60% year on year volume and value sales increases for the sake category.
More and more restaurants offer sake to their customers, and more and more customers
ask for sake. The evolution in consumer perception has changed from broadly dividing
all sake into cold and hot, to interest and understanding of sake grades, specialties and
producers”, she adds.
All of these factors show that sake is enjoying success in the UAE, however African
+ Eastern does not intend to rest on its laurels. “The big idea and plan is to keep
promoting sake and engage customers and sake producers via their amazing products.
The ultimate goal is for sake to become a fully-fledged category, and come out from the
shadow of other popular beverages”, Viktoryia tells us passionately. Indeed it is a very
noble and brave intention, and one that Museum of Sake wholeheartedly supports.
MUSEUM OF SAKE JOURNAL 39