SPIRIT OF ECSTASY
Head to the bar at one of Mayfair’s high-end nightspots and you might not think of ordering a round of saké – a rice-based alcoholic drink usually associated with ancient Japanese dining rituals. But a bottle of Four Fox Saké, a newcomer to the nightclub scene, may well catch your eye with its sleek and visually striking chrome design complete with LED lighting in the bottle.
A brand that began as a passion project for four saké enthusiasts, Four Fox Saké has brought this beverage steeped in tradition straight into the 21st century by transforming it into a versatile drink – equally at home in a cocktail bar as it is served chilled in a wine glass at home.
For Michael Campion, Managing Director, the brand’s manifesto is all about introducing this much misunderstood and underrated drink to a wider audience. “We’re at the forefront of a new frontier in terms of high-quality, upmarket saké,” he says. “We want to get people excited about drinking saké by bringing the best of Japan to the rest of the world in a format that they can get on board with.”
For the brand, staying true to original saké production methods is key. All Four Fox Saké is brewed and bottled in a 150-year-old traditional brewery, using only the highest grade of rice and the purest mountain water that surrounds the brewery in Niigata, Japan. The drink is expanding its global footprint, and is currently available online in the UK, Australia, Canada, the United States, Singapore and Hong Kong.
A category all of its own, saké is often thought of as a spirit but is in fact a rice wine that is more like beer in terms of its production. An alcohol content of around 15 per cent – much lower than spirits – means this niche product has already proved a popular alternative for nightclub goers.
“Saké has a much softer and smoother taste compared to spirits in general,” explains Michael. “This is what makes it so drinkable and its versatility – both with and without food – means that it stands out from the crowd. There is definitely room for a shift in how people consume alcohol, and we’re there, ready and waiting.”