Ten Ways Wine Stores Can Sell More Sake

(Though this advice is directed specifically at wine stores, much of it will be applicable to others as well, such as restaurants.)

The demand for sake in the United States is growing at a rapid pace, yet too many wine stores are not adequately addressing this opportunity.  In Massachusetts, few wine stores seem to carry more than a handful of sakes, if they carry any at all.  They rarely showcase sake at their weekly tastings and special events.  Store owners and employees often possess little information about sake.  Yet I am sure that everyone wishes they could capitalize on the growing demand and sell more sake. 

Let me offer some advice and suggestions in this regard. I have a deep passion for sake and would love to see it spread, that others would embrace this fantastic brew.  It is a beverage which more people would embrace if only they knew more about it, if only they had a chance to taste its diversity.  In the end, my ten suggestions may increase your sales, and what wine store owner doesn't desire that?

First, educate yourself. The more you know about sake, the better able you will be to sell it. You will be able to explain about it to your customers, to be better able to answer their questions. This is just common sense. You learn about the wines you sell, the various grapes, fermentation processes and wine regions, so why not learn about sake too? It is not as difficult to learn about it as you might think.

Second, carry premium sake. If you want your customers to enjoy sake, then don't stock the cheapest, lowest quality brews. Such sake is not likely to attract a repeat customer. Carry the premium ones, and give your customers a quality beverage that they are more likely to enjoy. There are plenty of premium sakes that cost under $20, and some even under $10, so price should not be a real impediment.

Third, carry a diverse mix of sake.  Sake comes in many types and flavor profiles, so that if a customer dislikes one type, you will have another that he might enjoy.  You would not carry just one style of Chardonnay or Pinot Noir.  Carry at least eight to ten different sakes, from sparkling sake to daiginjo, and that should give you an adequate variety. 

Fourth, carry some small-sized bottles. Many sake brands come in 300ml bottles rather than the usual 720ml bottle. Customers are more likely to take a chance on a sake if they often have to purchase a small bottle. It does not seem as great a risk as buying a full bottle. Plus, a small bottle is cheaper than buying a full bottle so it becomes more enticing. You should carry full bottles as well, but make sure you have a good mix of bottle sizes.

Fifth, educate your customers. Not enough people understand about sake so they are very reluctant to try it. Wine still intimidates many people, and sake probably intimidates them even more. So run some basic sake classes at your store, giving your customers a foundation of information that will remove their fear and trepidation. If you don't feel confident running such a class yourself, find someone else knowledgeable enough to run such a class.

Sixth, tell your customers stories. Don't just provide them the dry, hard facts about sake. Tell them stories about this ancient brew, its history, rituals, and personalities. Fascinate and intrigue them, making sake come alive. They might not remember the terminology or steps of the sake brewing process, but they are far more likely to recall the interesting stories.  Those stories are also more likely to intrigue them into tasting the sake too.

Seventh, let your customers taste. Have more sake tastings, and give your customers a chance to see the diversity of types and styles of sake, the varied flavors it can contain. If they get to taste the sake, they may realize they actually do enjoy it and will be more likely to buy some. They have preconceptions that need to be broken down, and letting them taste it is one of the best ways to do that. Have some sake-only tasting events. At your large tasting events, add a couple sakes, and add a sparkling sake to your next Champagne & Sparkling wine tasting.

Eighth, provide information sheets. Your sake often sits alone on the shelves and a customer may be confused if they simply look at the label. The kanji and unfamiliar terminology may intimidate them. What is needed is a brief information sheet accompanying each sake, telling your customers something about it, giving them a reason to give it a try. For example, tell your customers whether the sake is dry or sweet, full bodied or light, or even fruit-flavored or earthy.

Ninth, add some food. Sake is very food friendly, pairing well with many other foods besides Japanese cuisine. Yet most people mistakenly believe it is mainly good for sushi. So add some non-Japanese cuisine to your sake tastings, showing how other foods do work well. Try a nice Junmai with some fried chicken, or a mushroom risotto with an earthy Yamahai or Kimoto. Add pairing suggestions to your information sheets, giving your customers something new to consider. Show your customers the versatility of sake and food.

Tenth, discuss sake’s other uses. You can do more than drink sake on its own.  It can also be used to make a diverse number of cocktails, often substituting for white spirits like vodka and gin.  Plus, it is usually less than half the amount of alcohol than those spirits.  Your customers may not consider that possibility, yet it would give them an additional reason to consider buying sake.  It can even be used in cooking, substituting for wine in some recipes, as well as adding flavor to other dishes.   

So now go forth and sell more Sake!