Sake Ono Debuts at Selfridges: A New Era for Japan's Iconic Drink

Eight months after its United Kingdom launch, Sake ONO proudly announces its retail debut across all UK Selfridges locations, bringing long overdue global spotlight to sake. Now available in London, Birmingham, and both Manchester stores, in Selfridges’ renowned Wine & Spirits Hall, the brand introduces a luxurious, modern reimagining of Japan’s most iconic drink to a wider audience. 

A visionary brand that blends centuries of Japanese craftsmanship with bold, forward thinking design, Sake ONO is redefining how sake is perceived, enjoyed, and celebrated. Crafted in the heart of Niigata, one of Japan’s most esteemed brewing regions, Sake ONO’s flagship Junmai Daiginjo embodies purity and precision. Made with hand selected rice, koji, yeast, and pristine snowmelt water, it delivers a clean, aromatic expression with notes of honeydew melon, lemon peel, white floral, and green apple, balanced by a soft umami finish. 

“We believe sake is ready for its renaissance,” said Lana Buchanan, Chief Executive Officer of Sake ONO. “It is clean, elegant, and has the same culinary and mixology potential as fine wine or spirits. Our mission is to make it accessible and inspiring, whether you are a long time enthusiast or discovering sake for the first time.” 

Mike Beavan, COO of DrinksOne, added: “We are proud to bring Sake ONO into Selfridges, one of the most prestigious retail destinations in the world. This launch is a milestone moment for the category and underlines the bright future of Sake in the United Kingdom. We are seeing growing demand for premium, authentic, and versatile drinks, and Sake ONO is perfectly placed to lead that movement.” 

A New Vision for Sake; Founded by the Yang, Cue, and Azoff families, respected leaders in the global music and technology industries, Sake ONO was born out of transformative experiences with premium sake in Japan. Motivated by the lack of recognition for the category in Western markets, they set out to create a brand that bridges heritage and innovation and elevates sake onto the world stage. 

The name “ONO” carries dual meaning: in Japanese it translates as “small field” while in Hawaiian it means “delicious”. This cultural resonance reflects the brand’s cross cultural foundation and deep respect for craftsmanship and flavour. Under the leadership of an all female executive team, Sake ONO is rewriting sake’s narrative with elegance, inclusivity, and modern relevance. 

Designed for Versatility; Whether served chilled in a wine glass, paired with refined cuisine, or reimagined in low alcohol cocktails, Sake ONO shines in both culinary and mixology settings. Signature serves created with acclaimed mixologists Julie Reiner and Jonathan Adler, including the ONO Vesper, ONO Spritz, and ONO Daiquiri, highlight its crisp, elegant profile and showcase its versatility for contemporary bar culture. 

Culinary Pairings and Modern Appeal; Sake ONO elevates both classic pairings such as oysters, sashimi, and beef tartare, and more unexpected surprise pairing dishes including truffle risotto, aged cheeses, grilled peaches, and dark chocolate desserts. Served in a wine glass, it offers a lighter, gluten free, lower alcohol alternative to white wine or Champagne, an option perfectly aligned with the preferences of today’s consumers. 

Already featured in leading venues such as Lucky Cat by Gordon Ramsay, Coya, and Mandarin Oriental, Sake ONO now strengthens its presence in the United Kingdom with its Selfridges rollout in London Oxford Street, Birmingham Bull Ring, Manchester Trafford Centre, and Manchester Exchange Square. 

Market Momentum; Sake is experiencing a surge of global interest. According to IWSR, super premium sake volumes more than doubled from 2023 to 2024, with the category forecast to grow by five per cent annually and reach 6.6 per cent of global market share by 2028. As consumers increasingly seek lower alcohol, clean label, and culturally authentic drinks, Sake ONO is uniquely positioned to lead this renaissance.