SakeTaberu’s James Liu on Carving Out a Niche in Asia’s Luxury Beverage Market

SakeTaberu founder James Liu never set out to become a sake entrepreneur, but what started as curiosity quickly turned into an obsession — not just with sake itself, but with the centuries-old culture behind it. Today, his brand SakeTaberu is reimagining how sake is enjoyed across Southeast Asia, pairing small-batch brewing with sustainable practices and introducing the drink to unexpected spaces like yachts and private clubs. LUXUO previously spoke with James Liu, the entrepreneur behind Singapore-based sake label SakeTaberu, about his approach to creating premium sake. Now, LUXUO explores how Liu grew the business from scratch, why sake is more than just a drink in his eyes and how SakeTaberu is strategically positioning itself for long-term regional growth. From partnerships with private clubs to tapping into yachting culture, Liu shares how he is navigating the competitive landscape of Asia’s evolving luxury beverage scene.

Tell us about the origins of Sake Taberu?

SakeTaberu started pretty much as an accidental pursuit, from barely knowing anything about sake or the cultural significance behind Japanese sake, to where we have come today. I stepped into uncharted waters, believing that as long as I had grit and passion for business pursuit that I would eventually figure things out. Whilst it may seem like that has come true to a large extent, it is not without its fair share of trials and tribulations. There were endless nights of learning what sake was, how it played a very important role in Japanese culture and history, and how I could transform this knowledge into something that made sense both from a business perspective and also as a movement and legacy people could look upon years down the road and find meaning and value in. 

Read More: CEO of SakeTaberu, James Liu Brings Something New to the Luxury Sake Market

Why do you like to state that drinking Sake is similar to a cultural journey?

Sake has long been considered a sacred drink in Shinto rituals, used to appease deities, pray for blessings, and express gratitude for harvests. By sharing sake, the Japanese believe they can connect with the spiritual realm. Throughout the years, sake has become largely intertwined with everything social and celebratory in Japan and now the world. By sharing sake with the world, we not only showcase the luxurious liquid silver in its very lively and indulgent form, we get to share the beauty of Japanese agriculture, celebrating and bringing more awareness behind the different sake rice used in the fermentation and also the creation of the bottles of intoxicating joy we have become so fond of and so used to enjoying in Japanese restaurants, omakases and now even in Chinese, French and many other cuisines and establishments. Through sake, it can be said that we have also spread more of Japan’s culture to the world, not solely by the drink, but the food and history to one and all alike.

Sake is very much associated with Japanese fine dining across Southeast Asia. Are Singaporeans into trying new Sake-based cocktails?

I would say sake-based cocktails have become massively popular not just in Singapore but all over the world. Sake in general is hugely versatile, and can complement not only a multitude of cuisines but also a massive array of drink types. One of the most popular sake-based cocktails we have grown extremely fond of would be the Kyoto Sour, where sake is complemented by citrus-based juices, agave nectar and a touch of spice to give it a very refreshing amalgamation of flavours that swims harmoniously within the palate.

How do you maintain consistent quality standards at SakeTaberu?

We never compromise on the quality of our rice grains and water source, only procuring the best spring waters in Japan and the highest standard sake rice grains for our brews. Our Toji (Sake brew-master) meticulously and constantly refines our brewing processes to make sure that only the best of the sake we produce gets to delight the tastebuds of customers and fans.

Tell us about the sustainability policies in place at SakeTaberu?

We have started to tap heavily into the usage of sustainable recyclable glass for our sake bottles. Glass is endlessly recyclable with no deterioration in quality. Unlike many other packaging materials, glass can be infinitely recycled in a closed loop with no deterioration in quality. Although other packaging options can be recycled, many can only be recycled once or twice before the materials need to be downcycled.

Is SakeTaberu available online?

Of course, we can be found on our website www.SakeTaberu.com, and even at most of your favourite restaurants in Singapore.

Tell us about your partnership with Pacific Club Singapore?

Pacific Club Singapore is founded by a close personal friend and mentor of mine, Simon Lim, and is a very exclusive and inclusive private club that, despite already boasting an impressively dominating presence in the whiskey space in Singapore, constantly looks to embrace, showcase and champion brands and businesses, including other alcohol types and varietals. I am very proud and honored to be in partnership with the club, and I am very confident that we will continue bringing value and class to our supporters.

SakeTaberu has been very active on the yachting scene. Why this focus on yacht owners and yachting events?

The yachting scene is active and dynamic in Singapore, very much like in the European regions and also increasingly in the Southeast Asian markets. The scene not only boasts exceptional individuals behind the pillars holding and strengthening its presence and relevancy, but also garners some of the most brilliant customers and friends who constantly appreciate and enjoy an elevated lifestyle and experience. I believe very strongly that there is beautiful synergy behind promoting sake and its beautiful celebratory essence alongside the appreciation and merriment of a yachting lifestyle. We want to expand the ideas of drinking sake to outside of the boundaries of restaurants, to spaces uncharted, waters unsailed. 

Where do you see Sake Taberu five years from now?

We seek improvement and expansion every day. In five years, we are aiming to have Southeast Asian markets fully expanded, alongside already having a strong presence in China, and with Europe on a smooth expansion and induction into many of its regions.

If there is one ultimate thing you’d like people to know about SakeTaberu, what would that be?

That with our brand comes not simply a drinking experience, not just a bottle in hand, but a promise of quality in taste, in aesthetics and value.

Find out more about SakeTaberu here:

Website: www.saketaberu.com
Instagram: @sake.taberu
Email: Liubuziness@gmail.com & saketaberusg@gmail.com

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