Sake Trends for 2026: A Perspective from Guilherme “William” de Macedo
Sake Trends for 2026: A Perspective from Guilherme “William” de Macedo
Sake continues to gain ground in the U.S. market, and the momentum is expected to grow into 2026. According to Guilherme “William” de Macedo, co-owner of 305 Wines and Master Sake Sommelier, consumer interest is shifting from curiosity to confidence.
What was once seen as a niche category is now becoming a natural part of the conversation for wine drinkers looking for versatility, food compatibility, and something different at the table.
Sake Is No Longer Limited to Japanese Cuisine
One of the biggest changes Guilherme sees is how people are using sake at home. Sake is increasingly being paired with non-Japanese food, from seafood and vegetables to grilled meats, cheese, and even game-day dishes.
Consumers are realizing that sake’s balance, umami, and texture make it incredibly flexible. This shift is helping sake move beyond stereotypes and into everyday drinking occasions.
Curiosity Is Driving Education
As interest grows, so does the desire to understand sake better. People are asking questions about styles such as Junmai, Ginjo, and Daiginjo, as well as service temperature and glassware. Education plays a key role in helping consumers feel comfortable exploring the category.
At 305 Wines, sake buyers range from first-time drinkers to collectors. What they share is a desire for guidance and clarity, not complexity.
Travel and Tourism Influence Sake Discovery
Tourism continues to shape how people discover sake. Travelers experience sake in Japan or in international food-focused destinations and then want to continue that exploration at home. This connection between travel and taste is one of the strongest drivers of sake’s growth heading into 2026.
Sake, much like wine, is deeply tied to place, culture, and food. As global travel increases, so does interest in understanding sake beyond the label.
Looking Ahead
Sake’s growth is steady and intentional. It is not about trends or novelty, but about integration. Wine drinkers are adding sake to their repertoire, not replacing wine, but expanding how and what they drink.
As interest continues to build, there is also growing curiosity around deeper experiences with sake, including education, tastings, and travel opportunities in the future. These conversations are happening naturally, and the path forward remains open.
A Category Built on Trust
Sake’s future depends on education, thoughtful selection, and trust. When consumers understand how sake fits at the table, it becomes part of regular life, not a special occasion category.
At 305 Wines, the focus remains on helping people discover sake with confidence and enjoyment, one bottle at a time.