THE CUP SAKE REVOLUTION
RECEPTION
We did all the PR ourselves - the concept of the cup sake bar was key in capturing the imagination and for the project to gain traction . The bar was featured as Time Out ’ s drinks event of the week , as well as appearing in quite a few other places such as London on the Inside , the Dojo app and on the Code Bulletin . In addition , we had contacted the BBC a few weeks before and Natsuki appeared on the Radio 4 Food Programme talking aout sake . As a result , approximately a thousand people visited the bar during its week-long opening , consuming about 800 cup sake and 700 glasses .
Several years since our last public sake bar event there seemed to be an interesting shift in interest and perceptions in the London audience . Many visitors were still relatively new to sake , having only tried it once or twice before and had been drawn in through popular media . However , many guests came to the event already aware that there was much more to learn about the topic . They wanted a much better understanding of the drink having become aware that there was a sophisticated range of tastes and styles to explore .
Basic perceptions of sake seemed to have improved from 3 years ago - it was not just a ‘ hot strong spirit ’. There appeared to be a significant audience who are now very interested in experience and trying different sakes , providing the cost and environment are not too intimidating .
Our other aim was to challenge the usual means of experiencing sake . The atmosphere managed to be relaxed , casual and stylish whilst remaining fundamentally informative . In this sense it was a very uniquely London event playing to an urban crowd that craves authenticity and originality . We worked hard to ensure we were providing a sophisticated experience but one unburdened by formality . We also found that the length of visit and average spend was much higher than predicted , with many return visits within the week and strong traction through social media channels .
The cup sake also showed how it is possible to go beyond activities that simply translate and show Japanese culture , to creating a far more unique hybrid culture in London . Far from a Shinjuku vending machine , the cup sake could be a much more stylish and fashionable object in Hoxton . Reforming and creating its own unique sake culture within London could prove to be the first step in a new sake revolution for the city .
MUSEUM OF SAKE JOURNAL 17