Sunday, December 18, 2005

Single-serving sake

A traditionally popular drink among Japan's oyaji (older guys) is sake in single-serving cups with a peel-off lid. Pass by a popular riverside fishing spot, for instance, and you're bound to see a couple of empties.

Now, Japan's sake brewers are trying to spark a trend among the young and influential by releasing some of their upmarket brands in single-serving cups, which customers say they find less intimidating than the big 1.8-liter bottles in which sake is normally sold.

—Mellow Monk

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