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Aldi launches premium positioned value sake

Published:  13 July, 2017

Aldi has launched a traditional sake in a bid to tap the trend for Japanese food and culture in the UK.

Aldi’s Sawanotsuru Sake, available now nationwide, is positioned as a premium tipple that can be enjoyed warm or chilled and is suitable to be enjoyed as an accompaniment to food; as an ingredient to pep up a summer cocktail or in Asian dishes.

Hailing from the famous sake-producing Nada-ku region, the drink forms part of Aldi’s Specialbuys Asian Cuisine portfolio.

The rice wine would, with its £3.99 price tag for a 330ml bottle, make the Japanese national drink “accessible to all”, said the discounter, claiming the own-label brand was twenty-eight times cheaper than same sized bottles at London restaurant Nobu.

“In the UK, demand for Japanese cuisine is growing and we believe this sake will be a big hit,” said Tony Baines, joint MD of corporate buying, adding it would capitalize on the “surging demand” for Sake.

The number of Japanese restaurants has grown 18% during the past five years (Wing Yip Oriental Food Report 2016).