At Tsuki Sake, we’re passionate about growing the U.S. sake scene from the inside out — from local breweries to online marketplaces, and all the curious new drinkers in between. That’s why it was such a pleasure to sit down with Genki, founder of Tippsy Sake, one of the most important players in the national sake landscape.
In this wide-ranging conversation, we explored everything from flavored sake trends to the future of American craft production — and how education, affordability, and mutual respect between American and Japanese producers are the keys to a thriving sake culture.
The Evolution of Sake in the U.S.
Genki’s sake journey began over 15 years ago, working distribution routes in Hawaii and New York for one of the largest Japanese food and sake importers. Back then, sake’s reputation in the U.S. was shaky — most consumers only knew it from sake bombs or hot house pours at sushi spots.
But things have changed.
“Wine drinkers are learning to appreciate Junmai and Ginjo,” Genki told us. “People are becoming more curious. And now, the stats back it up — sake exports from Japan to the U.S. have grown 2.5x in the last 10 years.”
This shift reflects a more educated audience, aided in no small part by Tippsy’s work in demystifying the category.
Tippsy’s Mission: Bridge the Gap
Genki founded Tippsy to create a consumer-facing platform for people curious about high-quality, craft sake. What began as a small DTC experiment is now the largest online sake retailer in the U.S., offering over 500 bottles and educating a growing community of sake lovers.
They’re also doing something few others have done well: helping sake reach beyond coastal cities and Japanese grocery stores.
“Most people didn’t know where to get the good stuff,” he said. “They'd try something amazing at a restaurant and want more — but couldn’t find it in stores. Tippsy was built to solve that.”
From seasonal Namazake drops to curated subscriptions and deep dives into production regions, Tippsy is building not just a store, but a movement.
On Education, Terroir, and Storytelling
Genki is clear about one thing: you can’t grow a sake market without education. At Tippsy, this means more than tasting notes. It’s about translating a sake’s soul — how it was made, why the brewer chose certain rice or water, and what it’s meant to pair with.
This includes tackling nuanced topics like terroir in sake, a newer concept compared to wine but gaining traction.
“It used to be all about polish ratios. Now, more breweries want to use local rice and water. They're telling stories about place — and flavor — in a way that resonates with today’s drinkers.”
Tippsy amplifies those stories through blog content, YouTube features, and partnerships with brewers around the world.
American Craft Sake: A Parallel to Craft Beer?
As American brewers ourselves, we couldn’t help but draw comparisons between the early craft beer movement and what’s starting to happen with American-made sake.
We’re still in the early innings — but the curve feels familiar. A few daring brewers, growing consumer curiosity, and a shared desire to redefine the category.
“What I love about American sake producers is that they’re creative. They’re not afraid to experiment. And that pressure is pushing the whole category — even in Japan — to innovate.”
Let’s Talk Nigori, Flavored, and Sparkling Sake
We also touched on flavor-forward categories that help pull in new drinkers. At Tsuki, our White Peach Nigori has become one of our top sellers. Tippsy sees the same trend.
“There’s a wide customer base — some love premium Junmai Daiginjo, others want something fun like sparkling sake or flavored sake with yuzu or lychee.”
Tippsy’s strength is in serving both ends of the spectrum. If you're curious about where to begin, Tippsy's quiz helps match drinkers to bottles based on palate — a powerful tool for growing category confidence.
The Pricing Puzzle: Why Sake is So Expensive in the U.S.
One topic we explored in depth: why premium sake costs so much.
The reality? A complex three-tier system (producer → importer → distributor → retailer) adds markup at every level — sometimes over 50%. But Genki was quick to clarify:
“It’s not about blaming importers — they work hard to educate and build markets. But the structure makes it difficult to offer everyday pricing for craft sake.”
Tippsy’s long-term vision includes importing some brands directly to streamline costs — just as we at Tsuki Sake are working to reduce costs through local production.
If sake is going to be enjoyed like wine or beer in the U.S., affordability matters.
The Road Ahead: Collaboration and Credibility
At Tsuki, we believe the future of sake lies in collaborative relationships between American producers and Japanese breweries. Genki agrees — and he’s already seeing Japanese brewers take notice of international craftsmanship, even showcasing American-made sake in Japan.
“You guys own the word ‘sake’ just as much. Make it your own. Create something unique for your local audience — and let them fall in love with it.”
This philosophy — that sake should evolve through both tradition and experimentation — is what gives us hope for a more inclusive, dynamic market.
Join the Movement — and Save on Your Next Bottle
Whether you're a first-time drinker or a seasoned collector, now’s the time to explore everything sake can be.
Visit Tippsy Sake and use code TSUKISAKE for 10% off your entire order. You’ll find everything from nigori sake to Junmai Daiginjo, sparkling sake, peach sake, and more.
Together, let’s build a new kind of sake culture — one that welcomes everyone to the table.