Genki Ito says there are a number of factors behind the continuing decline in sake sales in the drink"s home market.

 

"Sake"s consumption in Japan has dropped significantly due to an increasing variety of choice of alcohol... as well as the westernisation of consumer culture."

 

A Japanese expat, Mr Ito is the founder of Tippsysake, a US website that focuses on importing and selling the alcoholic drink, which is made from fermenting rice soaked in water. ufabetgo