The export value of sake reached 43.5 billion yen ($AU458.3 million) in 2024, with 3.45 million cases (9L equivalent) exported to a record-high 80 countries and regions.

While many major global alcohol categories, such as Champagne and Scotch whisky, are expected to see declines in shipment volumes in 2024, sake exports grew 6% year-on-year according to the Japan Sake and Shochu Makers Association.

Compared to 2020, the number of export destinations increased by 19, export value grew by 80%, and the average unit price increased by 26%, indicating that premium sake is being exported to a broader range of regions.

By region, Asia, which accounts for 61% of the total export value, struggled, recording a 3% drop year-on-year. The decline was primarily due to the Chinese market (excluding Hong Kong), which accounts for 44% of Asia’s total export value and 27% of total exports, falling 6% year-on-year.

Additionally, major Asian export markets such as Hong Kong and Singapore fell below the previous year’s figures. On the other hand, South Korea, a key Asian export destination, showed significant growth at 29% year-on-year.

In contrast, all regions except Asia and Africa (Western Europe, Central and Eastern Europe, Oceania, the Middle East, North America, and Latin America) saw an increase in sake export value.

The North American market, which accounts for 29% of the total export value, played a major role in driving growth with a 27% year-on-year increase. According to a major importer in the US, a notable trend in 2024 was the increase in sake sales at fine dining.

Restaurants added sake to their drink pairing courses, enhancing their value while giving consumers more opportunities to experience sake with non-Japanese cuisine, which has been well received.

The association said the Western European market, though only accounting for 7% of the total export value, is becoming increasingly important as it collaborates with the wine industry to expand demand.

In 2024, sake exports to this region grew 18% year-on-year and an impressive 148% compared to 2020.

While Central and Eastern Europe and Africa have a small share of total export value, the number of export destinations has increased over the past five years. The association said efforts to integrate sake education with the wine industry are beginning to yield results.

Rising interest in sake in Australia

The data revealed Australia is now sake’s eighth biggest export market, with 27% year-on-year growth and a total of 677,962 litres of sake imported in 2024.

The Australian delved into the trend with an article entitled “Sake might just be the trendiest drink of 2025”.

“Sake has seen a remarkable rise in Australia as more diners embrace its nuanced flavours and versatility,” head of wine at the Melbourne-based Lucas Restaurants group Loic Avril told the pubiication.

Avril attributed the rise to diners becoming more adventurous.

“We’re seeing a genuine curiosity and enthusiasm for sake,” he said.

At the Lucas group’s bar Deep in the Tombo Den, its sake martini has become the top-selling cocktail.

“This modern generation of Australian drinkers are willing to experiment with new profiles and flavours,” Avril said.

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