DISCUS–WSET Launch Sake Courses as Sake’s Popularity Grows

Sake is experiencing a notable growth spurt in global and U.S. markets, fitting key consumer trends like authenticity, craft production and lower alcohol. In 2025 Japanese sake exports jumped 110% by volume (114% by value) year-over-year, and U.S. off-premise sake sales have risen +22.4% over the past four years. Experts note that sake aligns with consumer demands for natural, gluten-free, lower-ABV drinks – making it popular with health- and wellness-minded drinkers. Moreover, Western consumers are intrigued by sake’s unique flavor profile (subtle fruit and umami notes) and craftsmanship. One industry leader observes a “growing appetite for authentic, craft-led drinks with a compelling cultural story, and sake fits that demand perfectly”. This growth has been fueled by more Japanese and Asian cuisine venues, sake cocktails/RTDs (ready-to-drink), and innovative styles (e.g. sparkling and fruit-infused sakes) catching consumers’ attention.

‍

New WSET Sake Courses via DISCUS

In response, the U.S. spirits industry is expanding its sake education programs. The Distilled Spirits Council (DISCUS) has become an approved program provider for Wine & Spirit Education Trust (WSET) Level 1 and 2 Awards in Sake. DISCUS President Chris Swonger notes that the partnership reflects “growing interest in this traditional Japanese beverage” and DISCUS’s commitment to high-quality professional education. The online courses target beverage industry professionals, aspiring workers and sake enthusiasts alike. DISCUS will deliver each course over several weeks with a virtual exam at the end. (DISCUS has announced three cohorts for each level spanning late 2026 through mid-2027.)

Course highlights:

• WSET Level 1 Award in Sake ($325): An entry-level, four-week program for those new to sake. It covers sake production fundamentals, main types and styles of sake, service principles and tasting techniques using the WSET Level 1 Systematic Approach to Tasting Sake. This hands-on introduction enables students to understand how sake is made and to describe its basic flavors.
• WSET Level 2 Award in Sake ($575): A deeper, five-week course (no prerequisite) for those with some familiarity. It focuses on how ingredients (rice varieties, koji, yeast) and brewing processes (rice polishing, fermentation, dilution, etc.) create different sake styles. Students learn common labeling terminology and how to assess and describe sake quality using the WSET Level 2 tasting method. By course end, participants gain confidence in selecting, serving and talking about sake.

Each course is delivered online (self-paced with guided content) and culminates in a closed-book multiple-choice exam. Successful students earn a WSET certificate and digital badge. As a WSET-approved program provider, DISCUS joins a global network of educators offering wine, spirits and now sake qualifications.

‍

Sake Trends and Market Opportunity

The timing of these sake courses coincides with a favorable market environment. Analysts note that sake’s attributes match current alcohol trends. Sake is typically low in alcohol (around 14–16% ABV), natural (no additives), gluten-free and often marketed as artisanal – traits sought by modern consumers. While once confined to sushi bars, sake is now appearing in mainstream venues and on global menus. For instance, rapid growth in Asian and fusion dining is expanding sake’s footprint beyond Japanese cuisine. U.S. industry data confirms that sake’s market share in restaurants is holding steady (even as table wine declines), suggesting room for growth.

For alcohol brands and marketers, these trends signal a clear opportunity: embrace sake as a premium, authentic offering. Sake can serve as a natural extension for brands looking to diversify or capitalize on the “craft” and wellness segments. Importantly, sake commands relatively high price points – often above the average wine or beer – which makes it an attractive upsell for restaurants and retailers. One expert notes that adding sake to a drink portfolio can boost revenues, since “sakes tend to be priced a little bit higher than the average wine or beer”. In practice, brands might highlight sake’s story of Japanese heritage and meticulous brewing to differentiate on premium menus or retail shelves.

Key marketing takeaways for brand leaders:

• Leverage authenticity and craftsmanship: Promote sake’s traditional production story (pure water, polished rice, expert fermentation) and artisanal image. This resonates with consumers seeking niche, “craft” experiences.
• Expand pairing and usage: Market sake alongside not only sushi but also emerging food trends (ramen, yakitori, even burgers and tacos). Some sake brands are already targeting non-Japanese restaurants and fast-casual venues to grow the category.
• Capitalize on wellness trends: Emphasize sake’s lower alcohol content and clean label (gluten-free, no additives) to appeal to moderation-oriented consumers. Sake cocktails and sparkling sakes can also attract younger audiences who see sake as a novel alternative to wine or spirits.
• Invest in education: Encourage sales teams, distributors and bartenders to take these WSET sake courses. Better-informed staff will be more confident selling sake and can educate consumers (e.g. explaining flavor nuances and service tips). A well-trained workforce becomes a valuable marketing asset for any sake brand.

‍

Conclusion

With certified sake education now available through DISCUS and WSET, the U.S. industry is signaling that sake is more than a niche import – it’s a growth category. Brand owners and C-suite marketing leaders should take note. The combination of rising consumer interest and formal training programs means firms can confidently build sake into their strategies. Whether launching a new sake product, crafting sake-based cocktails, or simply positioning existing offerings as sake-adjacent, companies that act now may gain a competitive edge. In short, the rise of these sake courses reflects a broader momentum: sake’s runway for growth is expanding, and brands that understand and leverage this heritage spirit stand to gain.