Thanks to my 8 year history of working with Japanese cuisine, I have established a soft spot for sake and more specifically, cold sake. So when the opportunity arises, I make myself available to learn more about the continually growing sake industry and culture. Discover Sake was my latest conquest.

Discover Sake, was hosted by Jetro on Sunday, September 23rd at The Olympic Collection in West Los Angeles. The free event began with an informational sake seminar, preceding a 2 hour tasting of almost 100 sakes. Timothy Sullivan (UrbanSake.com), a certified "Sake Samurai" and brand ambassador for Hakkaisan sake, led guests though a one hour lecture about sake history, what sake is made of, profitabitly potential for sake sales, sake education awareness and challenges of the sake market integrating into the United States hospitality scene.

Although I did try one hot sake, the Discover Sake event consisted mostly of sake served cold - my preference. Sake, as you may have heard, is NOT a rice wine nor beer (although it does have a similar brewing process to beer) and it is made with four main ingredients: rice, water, koji mold and yeast. By polishing sake rice (different from table rice), sake brewers get closer to the starchy shinpaku center, or "white heart," - resulting in a higher quality sake. Mainly, sake is either fortified with distilled alcohol or made in a Junmai (no alcohol added) style and polishing rates effect both flavor and price.

Dassai's polished rice grains

Sullivan mentioned that some of the biggest hurdles the sake industry faces with growth in the U.S. is contributed to its slightly higher price tag, consumer's difficulty in recognizing or translating sake bottle labels, lack of sake education and the idea that the libation "only pairs well with sushi." Servers with confident pairing suggestions will help guest's confidence in ordering sake instead of their usual beer or glass of wine. He also suggested that venues should try offering small taste testers to entice new sake drinkers, but to not overwhelm guests with too much "sakeducation." Diners will ask for more information about sake or a particular brand if they feel so inclined to.

After the seminar, attendees were escorted to the adjacent room for sake samples and light Asian fare. I immediately noticed some new sake trends during my visit with vendors, especially with Nigori (unfiltered or "cloudy" sake). I tried a lot of new flavored Nigoris (yuzu, mandarin, plum, strawberry) and for the first time I tasted a Sparkling Junmai Daigingo Nigori by Dassai. One of the most intense organic Nigori flavors my palate discovered on Sunday was by Tsukino Katursura (the rumored first maker of Nigori in Japan). New and innovative bottle designs, along with packaging, were definitely on the rise too at this year's tasting.

Jozen (Shirataki Brewing Co)

I of course had to hit my favorites: Ken, Hakkaisan, Moriko, Mizbasho and Dassai. The Dassai Junmai Daigingo boats a 23% milling rate and tastes as smooth as silk. But I also found some new delights such like Niigata Meijo, Kizakura Cherry Blossom Junmai Gingo, Jozen and a Namasake served in a tin can (still trying to remeber its name, 21% alcohol...).

In my opinion, "sake-tails," or sake cocktails are an underutilized market for spreading sake awareness. And I don't mean sake bombers. With the recent mixology madness, sake vendors may benefit from creating specialty sake drinks that will engage serial bar drinkers. I tried a Sake Sunrise (sake, OJ and grenadine) at the event, but I was disappointed in its inventiveness and flavor - the drink tasted way too sweet and it lacked any trace of sake flavor.

Me and the "Sake Man"

Nowadays, we have tons of different drinking options. We are surrounded by a highly competitive alcoholic beverage market and sake has its work cut out for it just like the rest of them, but drinkers with a polished palette are beginning to take notice. Whether we are being introduced to a new cocktail craze or different wine varietal, the sake evolution continues to grow and shows no sign of slowing down. So next time you are out to eat, switch things up a by ordering some cold sake. You may just be pleasantly surprised. Kanpai!

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Discover Sake 2013: Sake Education & Tasting

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