This site uses cookies in order to function properly and to allow us to improve our service.
By using this site you consent to the use of cookies. Find out more HERE

Subscriber login Close [x]

Aldi launches premium positioned value sake

By Lisa Riley

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).

Printer friendly version