The Golden Age of Sake Consumption

In the late 1950s, Japan entered a period of rapid economic growth known as the “Economic Miracle.” As incomes rose and diets diversified, sake reestablished itself as a staple in Japanese households.

By the 1960s and 70s, sake consumption soared, becoming an integral part of daily life. Evening drinks at home became commonplace, and sake was the beverage of choice at banquets and izakayas.

The rise of the salaryman culture further bolstered sake’s popularity, with hot sake (“atsukan”) symbolizing camaraderie and relaxation after work.

From Blended Brews to Premium Sake

Post-war Japan saw the prevalence of “sanbai-zojo-shu,” a type of sake diluted with added alcohol and sugars to stretch limited rice supplies. However, as the economy stabilized, consumers began seeking higher-quality options. This shift led to the rise of “junmai” (pure rice) and “honjozo” (lightly fortified) sakes, emphasizing craftsmanship and flavor.

By the 1970s, national sake competitions spotlighted these premium brews, encouraging breweries to focus on quality over quantity.

The Emergence of Local Sake Brands

The late 1970s and early 1980s witnessed a “jizake” (local sake) boom. Travelers began bringing regional sakes back as souvenirs, and a newfound appreciation for local flavors and traditions emerged.

This movement laid the foundation for today’s craft sake industry, highlighting the unique characteristics of sakes from different regions.

Challenges Amidst Changing Tastes

Despite its popularity, sake faced challenges as Western beverages like beer, wine, and whisky gained traction, especially among younger generations.

The perception that these drinks paired better with Western cuisines led to a decline in sake consumption. In response, breweries began rebranding efforts, introducing modern packaging and marketing strategies to appeal to a broader audience.

Legacy of the Showa Era on Modern Sake Culture

The Showa period marked a transformative era for sake, transitioning from mass-produced blends to refined, quality-focused brews.

The emphasis on regionality and craftsmanship during this time has had a lasting impact, influencing today’s sake industry.

Modern consumers continue to seek out unique, high-quality sakes, a testament to the enduring legacy of the Showa era’s innovations.

---

#06: Early Showa Period — Wartime Sake and the Era of Sanbai Zojo-shu

#08: The Heisei Era — Sake’s Renaissance and Global Expansion