The LA Weekly reports that not only are breweries dealing with lost lives and destroyed inventory in the wake of the natural disasters, the usually ready-to-party Japanese are adopting a more somber attitude that is affecting sake sales:
Pre-eminent sake expert John Gauntner, non-official Japanese sake ambassador to the world, says the Japanese tradition of self-restraint (jishuku) means that "people won't party when others are suffering." As 98% of Japanese sake stays in Japan and is consumed locally per Gauntner, that's a serious setback for sake makers.
Sake imports to the United States have almost returned to normal, however, and both Japan and the U.S. are screening shipping containers for radiation. As one sake expert notes, "From a consumer standpoint, drink away without fear and drink with pride, supporting a damaged industry and economy."
• Read the full article: Japan's Sake Brewers Want You To Drink Up - LA Weekly
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