Campaign seeks to demystify sake for British drinkers

Businesses in Britain are coming up with inventive ways to try to broaden the appeal of sake to European palates as Japan looks to increase sales in developed markets across the world.For many Brits, sake is an acquired taste and only to be drunk with Japanese food. Often, people will first drink the beverage in Japanese restaurants with no idea of the brand or quality of what they are trying.Now, a host of professionals are trying to change perceptions with some early signs of success although they admit more work needs to be done.Sake cocktails are becoming increasingly common in London's…READ FULL ARTICLE