Premium sake brand Sake ONO has arrived at all UK Selfridges locations, marking a significant expansion for the Japanese beverage category eight months after its initial British market entry. The modern sake brand aims to challenge traditional perceptions of Japan’s national drink.
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Premium Whiskey Alternative Enters UK Retail Market
The flagship Junmai Daiginjo sake is now available at Selfridges stores in London Oxford Street, Birmingham Bull Ring, and both Manchester locations. Crafted in Niigata, Japan, the product features four core ingredients: rice, koji, yeast, and snowmelt water.
According to the official tasting notes, the sake delivers flavors of honeydew melon, lemon peel, white floral, and green apple with a soft umami finish. The brand positions itself as a lighter alternative to traditional spirits and wine, containing lower alcohol content than most whiskeys.
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“We believe sake is ready for its renaissance,” said Lana Buchanan, Chief Executive Officer of Sake ONO. “It is clean, elegant, and has the same culinary and mixology potential as fine wine or spirits.”
The brand was founded by the Yang, Cue, and Azoff families, known for their work in music and technology industries. Led by an all-female executive team, Sake ONO targets both traditional sake enthusiasts and newcomers to the category.
Growing Sake Market
Market data from IWSR shows super premium sake volumes more than doubled between 2023 and 2024. The category is forecast to grow five percent annually, reaching 6.6 percent of global market share by 2028.
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Sake ONO has already secured placements at establishments including Lucky Cat by Gordon Ramsay, Coya, and Mandarin Oriental. The brand offers signature cocktails created with mixologists Julie Reiner and Jonathan Adler, including the ONO Vesper, ONO Spritz, and ONO Daiquiri.
The product comes in 300mL bottles priced at $30 (£24) and 750mL bottles at $60 (£48), available through Selfridges and DrinksOne distribution channels. The sake serves well chilled in wine glasses and pairs with both traditional Japanese cuisine and Western dishes.
