Word: joto
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Three years ago, Henry Sidel, 39, traded the fast track of vodka imports for sake. The former Brooklyn Brewery general manager and marketing director of Millennium Import started Joto Sake, an import firm, with $250,000 in equity and a personal lust for the drink. "More sake is sold in the U.S. than French champagne," he says dryly, sitting in his warehouse office in Manhattan. "People think of sake as a niche category...
...Joto Sake now boasts 150 restaurants and retailers that offer its 10 brands from six Japanese producers. Sales doubled in 2006 from 2005, and Sidel expects to break even this year with revenue of a little more than $1 million. "Sake is transitioning from the image of being cheap, hot and in a little carafe that gets you hammered to one of a fine wine with a lot of complexity, flavor and craftsmanship," he says...
...with sake selection is not only lack of exposure but also those pesky Japanese characters. Even after four years of college-level Japanese, Sidel couldn't read the labels, so he has tried to carve out what he calls a middle ground by incorporating more visual elements and English. Joto Sake's packaging now includes descriptions and a "bit of education." Oversimplifying the label, he says, as some competitors do, "might look cool but isn't helpful to Americans...
...Pastoral Capriccio Scarlatti Mennet Ravel Jesus Christus, Filius Dei Bach II Gnossienne Sabie Prelude Debussy La Soiree dans Grenade Debussy Danse de Pucto Debussy L'Apres-midi d'un fanne Debussy III Espano cani Unknown Tango Espagnole Albents El Polo Albents Canco danza. No V Mompon Homenaje a la joto Niu Malaguena Lecuena
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