Bubbly beverage shoots Takara to top spot in Japan's sake market

Creating the right fizz and buzz key to success of brewer's 'Mio' sparkling sake

Mio, a bottled sparkling sake, has helped Takara Shuzo become Japan's largest sake brewer in terms of shipments.

SAYO YAMAMOTO, Nikkei staff writer

March 20, 2019 14:01 JST

TOKYO -- Sake brewer Takara Shuzo is toasting a very good 2018, having shipped the largest amount of sake in Japan last year on sales driven by the popularity of Mio, a sparkling version of the country's traditional beverage.

Launched in 2011, Mio owes its popularity to Takara's success in marketing the Champagne-like beverage as a drink for celebrations, targeting young revelers in their 20s and 30s, many of whom do not regularly imbibe normal sake.