Premium sake?

Holly cow !?

Craft alcohol is all the rage these days, whether it’s whiskey, beer, or sake. It’s called premium because it’s produced in small quantities and is made in a delicate way. But it’s questionable whether it’s delicious enough to justify the price. 

It’s expensive because it’s made in a laborious way, or because they spend a lot of money on advertising and branding. I think anyone who studied business administration would agree. 

If you’re the type of person who is easily swayed by new things and trends, please go along with the sales company’s strategy. You can become a premium customer. 

In many cases, something that is not common certainly attracts people’s attention for a while, but eventually it goes back to being common. Just like when you buy expensive delicate tableware, you go back to the one you used before. 

There are people who call themselves experts or critics in the field of alcohol as well. If you watch YouTube, you’ll come across many such people’s channels. They rank brands based on their preferences and show off their collections. They seem to think that opening expensive bottles is worthy of respect. And I always think this. Do those people really enjoy their drinks from the bottom of their hearts? 

I have tried many kinds of sake, from premium to regular. There were many different flavors and aromas, but each one was delicious. There is a huge range of sake. So I can’t rank them in order. And I said that all the sake I’ve tried so far has been delicious, and that’s true. Of course, this excludes sake that has been left in a high-temperature warehouse or stored in direct sunlight.

 Why do I think that way? The answer is simple. Because I don’t drink alcohol according to my own preferences. 

There are people in this world who only drink alcohol that they like. Such people’s sense of taste doesn’t develop. It’s the same as a child who doesn’t eat vegetables, fish, or mushrooms that he/she doesn’t like, not being able to appreciate their deliciousness even when he/she becomes an adult. 

Also, there are many things in this world, not just sake, whose goodness you can’t appreciate at first glance. Your brain can’t understand it until you’ve tasted or used it two or three times. So you shouldn’t judge things based on your first impression. 

Finally, here’s a suggestion from me. I’d like you to try a sake that you tried before and didn’t think was delicious. If possible, I’d like you to start off chilled and slowly raise the temperature, then try it at various temperatures. I’m sure you’ll discover something new.

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