Some of London’s leading restaurants are set to spotlight sake’s food-pairing potential this February, serving the Japanese drink alongside contemporary, non-Japanese cuisine. Launched under the banner Sake Food Sensations, the initiative brings together a curated group of high-profile restaurants offering exclusive pairing menus for at least two weeks during the month. The campaign has been created on behalf of JFOODO, the organisation responsible for promoting Japanese food and drink products globally. “In the UK, sake is still largely associated with Japanese cuisine, with most consumption happening in Japanese restaurants,” said Masaru Mizoguchi, Director at JFOODO. Tradition and support offer solutions to Japan's rice crisisSake’s adoption is growing beyond Japanese restaurants