A flavorful liquid from a brand on a mission to redefine the category

Read
Food + Drink

Interview: Sake ONO’s CEO, Lana Buchanan

A flavorful liquid from a brand on a mission to redefine the category

Mike Tommasiello

2 July 2024

Rarely, outside of Japan and other Asian nations, do people consider sake as something to be enjoyed casually or even outside of a culinary or omakase experience—let alone as a mixer for a cocktail. Enter Sake ONO and their debut Junmai Daiginjo. On a mission to redefine the alcohol category, Sake ONO has set out to create the first international “modern lifestyle” sake brand while introducing new consumers to the world of this versatile liquid. We sat down with Lana Buchanan, the CEO at Sake ONO, who is steering the brand toward their mission to make sake everyone’s favorite drink.

What differentiates Sake ONO from other premium sakes on the market? 

Sake is truly an art form; we believe that each brewery and sake is unique in its offering. For our core offering, we partnered with Yoshi No Gawa, a brewery from Niigata, Japan that was founded in 1548. They kindly created a Junmai Daiginjo for us that delivered on the key profile expected of the style—honeydew, lemon peel, white flower and green apple—notes with an umami backbone. There’s also our unique twist, a crisp and clean finish without any residual sweetness. It creates a liquid that pairs beautifully with everything from oysters to charcuterie. That same finish is what allows for Sake ONO to stand out in classic cocktails like a Martini or a Negroni.

What type of emotions are you trying to evoke in enthusiasts and what’s your favorite way to drink it?

We want to be a nice surprise. There is nothing more exciting than seeing someone try our product neat in a white wine glass or in a cocktail. The moment they taste and say “I never thought of sake like this” is one of the best reactions we can have. To be part of a moment of discovery is rare, and something that connects you to the consumer. My favorite way to drink it is chilled in a white wine glass. The tapered shape concentrates the aromas, so you get the full impact of the notes as well as a great way to experience the color and clarity of the sake. 

What does it mean to create the first “modern lifestyle” sake brand?  

Our goal is to build a brand that connects. It’s every brand’s mission to mean more to their consumer than just the basic offering, to become something they are proud to share with friends and think of as part of their repertoire. This takes time, consistency and dedication. You have to show up across your consumer’s ecosystem in both expected and unexpected ways and deliver a great experience each time. So, our focus right now is offering an award-winning product, surprising consumers with great cocktails and pairings, and overall bringing our sake to a new audience across our markets.

How do you see sake continuing to expand across the world? 

Sake already has a global presence driven by the popularity of Japanese cuisine. What we see is an evolution of sake beyond the traditional sushi bar, driven by the popularity of fusion concepts and trade interest in lower ABV alternatives for white spirit-based cocktails. This opens the door for sake to enter new restaurant concepts and bars. While growth continues in developed markets outside of Asia—like the US, Canada and the UK—we believe that there will be more opportunity in Europe and South America in the future.

Tell us a little more about the history of the brand and how you came to be involved. 

The brand was the dream of our founding families for over 10 years. They spent a lot of time thinking about the opportunity and how they could bring the amazing experiences that they had in Japan to a broader audience in the US. I was introduced to the founders several years ago through a former colleague and we proceeded to talk every few months about their progress and ideas. With every conversation, I grew more and more excited about the idea and their vision. After 17 years in the industry, to be part of something that can redefine a space or bring innovation is rare. Last fall, we decided that I would join the team to lead the company and develop the launch—which finally happened this April. It’s been a fast paced nine months, but we are all very excited for the brand to finally be in front of consumers and for the team that we are building at Sake ONO.

What can we expect from Sake ONO in the future?

We are going to stay focused on driving trial with our consumers across top bars and restaurants across our markets this summer. From The Lobster Club in New York to the Mayborne in Los Angeles. We are working on some great events and brand partnerships where we plan to pour Sake ONO for guests and surprise them with frozen serves that my team has been developing. In the coming year, we hope to bring another one or two styles to our portfolio that will continue to build on the Sake ONO experience. 

Your website has many strong cocktail recommendations. Which one is your favorite? 

Our team loves creating new cocktails. Would you believe we have over 50 more developed that aren’t up yet? I am a martini girl, so the Crisp Wit is definitely a personal favorite. It pairs perfectly with a steak or oysters and has approximately half the ABV of a classic martini, a perfect alternative for after work.