Cultivating Sake Culture: Sake-Tasting at Muru Wine Bar

Abstract

Over the a few years, the traditional Japanese beverage made from rice, Nihonshu, commonly known as Sake, has gained significant popularity throughout the world. Despite its modest presence in Finnish culture, there is a growing interest in Sake among individuals fascinated by Japanese culture and those seeking unexplored experiences beyond wines. This thesis explores the introduction of Sake culture at Muru Wine Bar, a cosy establishment located in the heart of Helsinki, frequented by wine enthusiasts and consumers looking for a light bite. Known for its Saturday tastings organized by Muru's sommeliers including myself, covering various topics.

The decision was made to introduce sake-tasting sessions, marking a significant shift in the Muru Wine Bar offerings. This transition not only aligns with appearing trends but also provides a fascinating experience for our regular consumers. Through Sake tasting sessions, we aim to deepen our understanding of Sake and its diverse styles.

In addition to enriching the cultural experience for our patrons, this thesis also delves into the revenue management aspect of introducing sake-tasting sessions at Muru Wine Bar. By analysing the costs associated with procuring and serving Sake during these events, as well as estimating profits, we aim to assess the financial viability of incorporating Sake into our offerings. Furthermore, the materials used for the tasting sessions, including Sake varieties, serving ware, and accompanying food pairings, will be thoroughly examined to ensure a comprehensive understanding of the operational aspects of this initiative. Through this holistic approach, we seek to not only enhance customer satisfaction but also optimize the economic outcomes of integrating Sake culture into Muru Wine Bar's repertoire.