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The Niigata Nippo More site reports on 2017 shipments of sake from Niigata to the rest of Japan – noting that they have fallen for the third consecutive year.

According to the Niigata Sake Brewers Association, domestic shipments have fallen by 1.6% compared to 2016, to 42,636,000 litres, declining for the third year in a row. Although styles such as honjōzō suffered a fall in quantity shipped, ginjō grades displayed a remarkable increase – showing a continued trend among consumers for more refined styles.

The Niigata Sake Brewers Association intends to intensify its efforts to encourage young people to drink sake, as this group is seen as a potential area for growth.