In the UK, sake is seen as intimidating, inaccessible and very strong. The brand seeks to educate people about sake to remove this sense of bewilderment and give consumers the confidence to choose sake with ease.
Seimaibuai (or phonetically, say my boo eye) is the percentage of rice that remains after polishing — one of the key processes in sake production. This concept is explained graphically through rice silhouettes which gradually become dots, and the range is expressed in the seimaibuai percentage. The more the rice is polished the more elegant and refined the sake’s flavour profile will be.