Sake—the national alcoholic drink of Japan—has recently garnered renewed global attention with its designation as a UNESCO Intangible Cultural Heritage. This long-overdue recognition of an ancient beverage is indeed exciting news. Yet, with a legacy that spans over two millennia, sake has always held a revered place in the world of beverages. That is precisely why anyone entrusted with representing such a product must act with utmost responsibility, as even minor lapses can create ripple effects that could tarnish its brand image.
Recently, I encountered an incident that compelled me to write this piece—not as a critique for its own sake, but as a reminder of the care and credibility required when promoting a cultural symbol like sake.
Adhocism betrays credibility
A recently held sake pageant in India positioned itself as a celebration of Japanese tradition and cross-cultural exchange. Experts were invited to judge the event and contribute to what was pitched as a dignified and inclusive platform. However, just two days before the event, the organisers uninvited some confirmed judges—including seasoned professionals, abruptly and unceremoniously.
The official reason? A sudden pivot to a “women-centric panel” alongside some other implausible logic.
The Invitation
The Withdrawal
This sudden U-turn, apart from conveying inadequate planning and lack of organisational clarity on part of the organisers, also raised doubts about external influences and manipulations that might be at play to suit a particular agenda.
Gender Balance or Convenient Cover?
Let us be unequivocal—gender inclusivity and female representation are vital in all sectors, including food, beverage, and cultural forums. However, when these causes are used as post-facto justifications to veil internal mismanagement, the move feels disingenuous.
Even more concerning is the precedent such decisions set. If the judging panel was subject to rehashing at the last moment, stakeholders are right to wonder: Was the final outcome truly impartial? We genuinely hope that merit alone guided the results, and that the most deserving contestant was finally selected.
Credibility is not a detail, it is the foundation.
Reputation of Sake must be safeguarded
India has shown encouraging signs in embracing sake. According to a recent market report, sake imports into India have tripled in the past five years. As the founder of Sake Club India, established in the same timeframe, I take personal pride in contributing to this growth. Our Sake Newsletter remains the only dedicated digital publication of its kind in the country, offering a platform for educators, professionals, and enthusiasts to voice informed perspectives.
It is hence also our duty to highlight such anomalies in the overall interest of this growing beverage category in India. Sake is far more than a drink—it is a symbol of heritage, refinement, and discipline. Those who promote it must do so with honour, fairness, and accountability. Missteps in its representation may be the last thing we would like to witness in this respect.
We only hope that such unsavoury incidents remain an aberration, and the popularity of sake in India grows by leaps and bounds in the coming years..
💬 What Do You Think?
Have you witnessed similar inconsistencies in food, wine, or cultural forums in India or abroad?
Drop a comment below or write to us at hello@sakeclubindia.com.
