Word: sushi
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...least what ensued in the wake of a few generously poured ochoko, or ceramic cups. But after decades of the drink being sold--and mass-produced--in the U.S., America's acceptance of Japanese rice wine has matured beyond that of the warm tipple gulped by sushi-going Japanophiles to become a premium drink of choice, sipped with an Asian or a European food pairing or just chilled and enjoyed...
Sake buyer Paul Tanguay says more information in English on the label is key to U.S. sales. And he's one to be heard. Having worked with every distributor in the U.S. while he was the beverage director of Sushi Samba restaurants nationwide, Tanguay is a formidable player in the popularization of the drink and imported sake's upward trajectory. "So much of what goes into developing brands in this business is distribution," says Sidel. "This is true of management of any luxury good or product--who is buying it, who is drinking it--and that is determined by distribution...
...Sushi...
...rapid expansion of other species now being farmed, which have much higher feed requirements. Ranched tuna, for instance, dine on live pelagic fish, such as anchovies, sardines and mackerel, but it takes about 20 kg (44 lbs.) of such feed to get 1 kg of tuna ready for a sushi bar near you. (Tuna are ranched - that is, corralled from the wild and then fed in anchored pens - because despite prodigious efforts, especially by the Japanese, no one has been able to raise tuna from eggs...
...private room at a posh shinjuku crab restaurant, five twentysomethings surround Noboru Koyama, 60, CEO of Tokyo cleaning company Musashino. Koyama looks at his watch--it's 8:30 p.m.--and announces that the party is moving. "O.K.," Koyama says briskly, "we'll do hotel bar, sushi, drag-queen show, hostess club, in that order." The young salarymen, who volunteered to spend Saturday night with their boss, gasp. "We're going...