In this issue:

• www.TrueSake.com - New and Improved!
• The Jug – True Sake's Hall of Fame
• True Sake In The News – Qantas, Philly Enquirer, Sauce, NPR
• Sake Spotlight – Henry Sidel Speaks to the "Seven Spearmen"
• New Store Arrivals – More Namas, Gold Flakes, "Heaven of Tipsy Delight"
• Special Events – Importer Feedback Tasting May 9th
• Summary of the "Night of The Nigori" Tasting
• "Ask Beau" – What is the best selling sake at True Sake?
• The SECRET WORD

Well for all of those who have been clamoring for "prices" on the True Sake website, I have great news. The sake inventory section has been dolled up prettier than Anna Nicole Smith at her Supreme Court hearings. Thanks in great part to Miwa (True Sake's manager) and Laurie Sumiye (from WORM: underground media, www.worm-media.com) the site has gone from Junior Varsity to Varsity in look and feel. (That said we are still not taking orders on-line because there are some "areas" in the marketplace that dictate that we cannot take this step yet.)

We have been receiving amazing comments about the site for years, but I personally have been taking a pounding in emails from frustrated folks who want to know the "God Damn Price." There have been several well-oiled emails that had I not been drinking at the time may have ruined my day. But the fruits of our labor have really fermented into quite an easy and attractive vehicle for you to keep abreast of our massive inventory. Nobody sells more varieties of sake, nobody! And finally over half of our inventory is now on-line visually and "economically."

We must thank you for your patience and by all means take a quick peek at this upgrade and prepare yourself to be wooed into buying some more tremendous sake from your friends at True Sake. For a peek go here then click on "SAKES." Enjoy!

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We all know about Mecca and that every true Muslim should make a pilgrimage at least once in their lifetime. And of course we all know that Jim Morrison is dead and buried in France, and at some point in a true rock fan's life they should stand on his grave and either smoke a joint or urinate. And then there is the store known as True Sake. What do they have in common? Absolutely nothing! But they each represent a destination that holds a mystical power than can be felt only by those who believe.

In my three years in business, I have had well over 75 owners of sake breweries who either came from Japan specifically to see the store or were in the US on business and decided to stop in. Point being they felt a need to bear witness to my establishment as another signpost in the long road of history known as sake. True Sake represents a first, a pioneering endeavor, that has changed the landscape of sake forever, and they want to see what their great great great grandparents could never have dreamed about!

I should have written about this long ago, but was really reminded of how inspired these makers of sake are when three different owners of breweries showed up on the same day last month. It dawned on me then that the "trip" meant something more than a visit. True Sake represents a positive future, a viable market, and a breath of fresh air for a sake industry that has been taking a beating in Japan. And these guys and gals just love seeing the store. There is nothing quite like hearing a Japanese guy when he is impressed! We in the West may say "wow," or something along those lines. But a "blown away" brewer of sake, who sees a boutique filled with 180 different sakes all lit up and fancy makes a sound very much like breath escaping Darth Vader.

Ask any team member of True Sake "what makes Beau excited?" and they will say that it is when kuramotos (brewery owners) visit the store. For me it is not validation, nor vindication, it is pure honor. I am so damn honored to sell sake that when a 15th- generation owner of a brewery is speechless I feel a tremendous sense of pride. When his or her eyes are opened wide to the store and their mouths are opened but words do not come forth, I am humbled, for it is then that I know that my passion has company, lots of company.

Sadly, in the midst of this love affair between admiring sake brewer and peacocking sake peddler an old American urge comes forth out of my inner-kid. Other than the click click clicking of the coolest damn digital cameras that you have ever seen the "moment" needs to be captured in a more "Hall of Fame" or "Wailing Wall" capacity, and that is when I thought of the jug! As these select few are my true heroes I wanted to capture their presence in a manner that did not require "cheese" or the Japanese version of "Cheese-o." Thus I thought of the ol' autograph! But rather than a bar where decrepit old rock stars sign a wall, I wanted the kuramotos to sign something of meaning!

If you have been to the store or seen a photo then you will have noticed my large collection of antique sake pots (jugs that were used in a similar fashion to reusable milk bottle in days of old). These really cool fired clay pots that have unique kanji characters look both rustic and timeless. They are "history" in a container. And all sake folks know what these jugs mean, when their day had come, and when glass bottles made the killer blow. My collection is roughly 100 or so of these pots and my favorite is a well-used piece that has no kanji or markings whatsoever (A truly unique pot! Actually as I type this I will throw out my keen desire to find another of these kanji- less pots, and if anybody can find one for me I will make your day!). This blank jug was perfect to capture the autographs of the brewers who visited. The first few signers had so much room that they signed their name, their brewery's name, and a kind word or two, but today almost every inch is covered in autographs.

I have been told by very reliable sources that within the sake brewing community in Japan, the makers when speaking about sake and its future ask each other if they have "signed the jug?" at True Sake. It is a badge of honor of sorts, and carries a rock star aura within the biz. That is why I am desperately seeking a second jug with no kanji on it to continue this "Jug of Fame." I regularly get emails from brewers who write that they "intend on visiting True Sake one day" and that I should save room on the antique sake pot for their signature.

Of all of my sake belongings, vintage sake making equipment, vintage sake making clothing, vintage sake bottles and pots, photos, gifts etc, this autographed sake pot is my most prized possession. It's a bit of history, and ton of passion, and well worth a trip!

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April was a good month for free press lovin' from several media outlets. Firstly we took to the skies of Australia in a small piece in Qantas Magazine (April 06). Then we made a splash in the Philadelphia Enquirer in a nice piece about sake that was tight and informative. For those who read Japanese we had a very flattering article about my book and True Sake in the Nichi Bei Times. And lastly, I did an in-studio interview for NPR's "Mouthful with Michelle Anna Jordan" on Sunday April 30th.

Last month I forgot to mention a really clean article written by Daniel O'Malley for Sauce Magazine in St. Louis in their March Issue.

And last but not least I had a terrific time at the Chronicle Books and 7X7 Magazine book launch party for " Sake - A Modern Guide. Chronicle Books." Unbeknownst to me several of my favorite breweries supplied sake for the event as a gift to me for peddling their wares. Otokoyama, Wakatake, and Gokyo made a good evening great! And thanks also goes to Kazu Yamazaki from Japan Prestige Sake for making that "gift" possible. Our dear friends at Sebo, who went balls to the wall to make a fantastic "occasion" that will remain with me forever, hosted the event. (I have been asked by Chronicle Books to send out an e-flyer to announce the arrival – at last – of my book and this will be the second non-newsletter email that will come from True Sake in three years! No we do not spam!)

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"Sake Spotlight" is a unique section within the Newsletter that takes a closer look at specific sakes that may be purchased at True Sake. I approach different professionals within the industry to give their perspectives and insights to the how, what and why's for very special sakes. These insiders are importers, brewers, authors, sake sommeliers, or just enthusiasts who will take your knowledge base a little further. What I like about this segment is that often my review is quite different than that of the guest professional's adding to the point that there is no right or wrong when discussing your opinion about sake.

This month I get great pleasure in welcoming another sake soul to the Newsletter. Henry Sidel, a professional in the food and beverage industry since 1986, launched Joto Sake LLC in 2004 and takes rank with a handful of sake-only importers, who are changing the sake landscape in the US for the better. Joto Sake has a brilliant collection of sakes from some amazing breweries. Currently, True Sake carries four of Henry's brews but this is just a starting point. I have asked Henry to comment on one of these four and he has chosen a very solid Junmai from Shiga Prefecture.

Take it away Henry:

• Shichi Hon Yari The Seven Spearsmen Junmai Made at the Tomita Shuzou, Kinomoto, Shiga-ken (north side of lake Biwa, not far from Maibara or Nagahama (bitchin' onsen)) Sakamai: Tamazakae, from Shiga-ken Seimaibuai: 60% Nihonshudo: +4 Sando: 1.5 Although history is a major part of many sakes and one that is all too often overlooked, Shichi Hon Yari is a brand that is truly steeped in history. Founded in the 1540's it is one of the oldest breweries in Japan. It is also one of the smallest, producing just over 5000 cases (270 koku) per year. We get about 500 cases for the United States. The company is now managed by the 14th generation son, Yasunobu, but his mother and sister are very much involved. The Shichi Hon Yari, the Seven Spearsmen, were the main lieutenants of Hideyoshi and became legends in Japanese history in the battle of Shizugatake, which was fought outside the town where this sake is made. In the Battle of Shizugatake, Hideyoshi defeated the Nobunaga's. One battle later, he defeated them for good and united Japan for the first time in its history: but it was really the battle of Shizugatake that made his dominance inevitable. During the Edo Period, when the Tomita's started shipping their sake to Tokyo (the new capital), like other breweries, they needed a brand name for their sake: until then, it was just the local sake, From Kinomoto, made by the Tomita's. They then named their sake Shichi Hon Yari after these great warriors who won this battle just outside their town. Now, when I show this sake to Japanese, they say "wow, that's a really historical name." And I say, "yeah, but the brewery was founded BEFORE the battle!" Fast forward some three or four hundred years later to the early 1900's when a then-young, poor artist named Rosanjin was still making his way through Japan, exchanging his craftsmanship for food and lodging. Somehow, he ended up in the town of Kinomoto and stayed with the Tomita's, becoming friends with the great grandfather of today's managing director. In exchange for the Tomita's hospitality, he created a wood-block etching of the characters for Shichi Hon Yari. This still hangs above the entrance to the brewery and these kanji grace every bottle of Shichi Hon Yari. Rosanjin went on to become one of the most revered Japanese artists, considered the Da Vinci of Japan. He was a potter, craftsman and even a cook, making pottery for his restaurant, where he served hand crafted and delivered foods. This Junmai is made with Tamazakae rice, which as far as my research has told me is only grown in Shiga-ken. The Tamazakae used in this is grown locally in cooperation with local farmers. Although not certified organic, it is grown without fertilizers or chemicals. The first thing you'll find about this sake is the wonderful aroma. There's no getting around it, it's just mushroomy. Kinoki, shitake, porcini, who knows what kind, it's just got this deep, earthy mushroomy nose on it that neither I nor anyone else I've tried on it has found any other description for. But when you drink it, it has some real fruitiness to it. It's also made with very soft water, which contributes to a wonderfully creamy, melting texture. It doesn't have a long, lingering finish. It's actually pretty quick, which means, hey, you gotta have some more! I like it for many reasons, many of them "philosophical" or "conceptual." First, wine people have a widely known reference point of Old World vs New World (Europe vs America, Australia, etc.). It is not widely known, nor crystalized in the same way, but in sake, there is "old style" vs. "modern" or what people would call "ginjo- poi" or "ginjo style." Ginjo style is what's evolved over the past 40 or 50 years and is best described as fruity, aromatic and complex. Wine drinkers love it. "Old School" or "Old Style" sake is much more austere, in my mind more balanced and a bit, well, crustier. It's hard to describe exactly, but having tasted many Japanese (especially older sushi chefs) on it, they often remark, "oh, this is like the sake my dad drank, or my grandfather. This isn't like the ginjo style sake so many people make today." I also love it because it demonstrates a side of sake not talked about that much--structure. It is loose, open and expansive, whereas other sakes can be tighter, leaner and more defined. John Gauntner talks about structure and it's a cool side of sake that takes a little time understanding but then becomes very fun to see. Lastly, one of my favorite things about all sake is that often the nose and the palette are on two different planets. Here you get earthy mushroomy notes on the nose and then fruity notes on the palate. Just one of the great joys of sake.

Thank you Henry! Before I give my thoughts on this brew I love the fact that Henry uses the word "Mushroomy," a term that I have been using for several years, but at great costs to my ego as my Queen's English-speaking friends have reminded me countless times that the word does not exist. Yes it does! And here is liquid proof! (Also this brew has some similar qualities to Gokyo Junmai, which is our SECRET WORD sake of the month – see below!)

We at True Sake selected this sake out of three offerings from the brewery because it had a certain style and solidity. It is very "Junmai" in feeling and flavor, and drinks very wide in scope. Shichi Hon Yari Junmai also embraces several temperature zones. Out of the fridge it is clean and earthy. Room temperature sees the brew really opening up, allowing a wide array of richness to flow on a silky fluid. And lightly warmed this Junmai gets very earthy, with deep layers of elements that look great on a forest floor.

I was also pleased to see Henry throw down the "aroma challenge" on this sake, which he feels has lots of mushroom nose elements. Gladly, I feel that there is a sweetness to the scent that pulls a different aroma profile, and that is why I love people's opinions on brews, as there is no wrong or right. It's all about you! Herewith is my store review for SHY Junmai:

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Shichi Hon Yari "The Seven Spearsmen" Shiga Prefecture. Junmai. SMV: +4 Acidity: 1.5 This semi-dry Junmai is made by a brewery that consists of four people. The nose is a mix of sweet rice, butterscotch, coffee, and ü earthy elements. Think rich and layered, as this semi-thick sake is round and full-bodied. Amazingly it drinks clean and smooth for all of the deep Junmai flavors that hide veins of caramel and toffee tones. A great Junmai to explore a brew that is "all night long" drinkable. WORD: Slick WINE: Merlot/Sauvignon blanc BEER: Ambers FOODS: Anything off of the grill, anything on a stick, anything with grease. $27/720ml

Again, thank You Henry for the review and if there is room left in the tasting, please do not miss the "Importer's Feedback Tasting" on May 9th. Henry and team True Sake will be reviewing 6 or Henry's sakes in a very intimate and educational environment. And by all means please check out Henry's website, and keep this man in business! (True Sake can special order any of Henry's sakes by the case!)

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The second round of Spring Nama Sakes are coming to a close. We only have several bottles of some of the sakes, and the others will go fast. If you have not tried this collection of unpasteurized sakes, I say get off of your ass! It was a great season!

Basically there is something for everybody, if you are a first timer or enjoy softer and silkier sake experiences I would recommend the Dewanoyuki. If you are a Nama-slut I would say jump on the Kaika. That said if you are looking for a really elegant Nama for a cocktail hour try the Otokoyama, and for you mad foodies grab a bottle of the Gokyo and throw the kitchen sink of flavors at this layered beast. There is a Spring Nama for everybody! And Yes, they are will be gone soon!

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Dewanoyuki "Hatsushibori" Yamagata Prefecture. Nama Tokubetsu Junmai. SMV: +1 Acidity: 1.3 Wake your nose up to cherries, mint, citrus, and fresh cut wood tones. This unpasteurized sake is water in a glass, as loads of flavors vanish into a finish that can best be described as "ghost- like." Take note of flavors such as minerals, unripe mango, and white grapes, and then ponder the concept that this sake uses 3 different yeasts to achieve a "super softness" that does not belong in the Nama world. Oddly enough this is the perfect "saliva sake" as it blends like water into your own mouth fluids. WORD: Phantom Finish WINE: Chewy reds/ plump whites BEER: Chewy Ales FOODS: Sushi, creamy pastas, fresh fruits. $28/720ml

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Kaika "Shiboritate" Tochigi Prefecture. Nama Tokubetsu Junmai Genshu. SMV: +1.5 Acidity: 1.5 What a nose filled with flower blossoms, cut grass, marshmallow, and rose water. This unpasteurized sake is loaded with ripe and delicious flavors including green grapes, powdered sugar, and overly ripened pear. There is a touch of sweetness buried in layers of balanced fruit tones that drinks quick and crisp. The mouth feel is slippery and the finish is full-bodied, curvaceous, and slinky - appealing to those who want a flavo-gasm! WORD: Luscious WINE: Deep reds/ Strong whites BEER: Pilsner/crisp ales FOODS: Grill-fare, anything on a skewer, sushi, Thai food. $28/720ml

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Otokoyama "Yukishibare" Hokkaido Prefecture. Nama Tokubetsu Junmai. SMV: +4 Acidity: 1.4 With a rolling nose of cotton candy, raspberries, and a hint of coconut this unpasteurized sake is a "sasa" or "usu" Nigori, which means it is "misty" in appearance. Clean, soft and layered behold an extremely elegant nama-sake filled with hints of honeydew, ripe papaya, Japanese apple-pear, and mineral flavors. Its gentle fruity tones drink dryer than expected and the finish is pure "class" in a glass! WORD: Elegant WINE: Merlot/Non-Oaky Chardonnay BEER: Ales FOODS: Sashimi, grilled white fish, fruit salad, creamy cheeses. $28/720ml

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Gokyo Arabashiri Yamaguchi Prefecture. Nama Tokubetsu Junmai. SMV: +4 Acidity:1.9 This unpasteurized sake has a complex nose flexing with aromas from nuts and mint to strawberries and vanilla. It is huge! Think thick and crisp and add an extremely wide mouth that speaks to those who like their wines large and their boozes neat. Gokyo is a great example of a "fat" sake with layers of deep flavors such as green apple, honey clover, green bamboo and orange peel. The viscosity is thick and chewy and this balances out a vivid acidity that plays so well with the creamy taste and soft roundness. WORD: Huge! WINE: Beaujolais /Big Whites BEER: Stouts FOODS: Throw the kitchen sink at this Nama - the bigger the flavor the better! $28/720ml

I recommend that you act sooner rather than later in regards to these really special sakes. If you have the Nama fever we charge $100 for all four if you get one of each (a savings of $12!). And for those in distant lands we have a "no exceptions policy" that if you would like the Namas delivered you must pay for overnight shipping.

Also new to the store is a really impressive Dai Ginjo from Akitabare brewery in Akita. Talk about a really "nuanced" sake, this one is hands down as subtle as sake gets. I like to say it is "loaded" with subtleties and radiates a "complexity" found in much more hefty sakes, but this is so light and soft. If you are looking for a truly elegant sipping experience I would not miss Suirakuten

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Akitabare Suirakuten "Heaven of Tipsy Delight" Akita Prefecture. Dai Ginjo. SMV: +4 Acidity: 1.2 This incredibly nuanced sake has a vivid nose filled with berries, mangos, white grapes, and clover honey elements. Talk about a gentle sake, this Dai Ginjo redefines expressive subtleties. If you blink you will miss it, but close your eyes and spelunk for layers and layers of hidden treasures such as minerals, melon, rock candy and white grape tones. Is it passive or passive aggressive? A superb sake to open the eyes of non-sake believers. WORD: Subtle WINE: Layered reds/complex whites BEER: Blond Ales FOODS: Lightly flavored cuisines $56/720ml

And for those looking to give the gift that keeps on giving our dear friends at Wakaebisu have released their gold-flake "Kinpaku" sake in a tremendously cool single-bottle package minus the two glasses of year's past! I do not need to add this fact, but it is my father's favorite sake, and he has been given a lot of brews to try, as you can well imagine! Nevertheless, it remains a super flavorful expression of sake as a gift! Think gold flake and think celebration.

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Wakaebisu Kinpaku "Gold Flake" Mie Prefecture. Junmai Ginjo Kinpaku. SMV:+3 Acidity: 1.4 Welcome to the world of "celebration" sake! This brew has gold flakes throughout, but by no means is the flavor a novelty. This is an excellent sake (would they put gold in a crappy product?) with mineral, cherry, and unripe melon aromas. What an elegantly gentle and drinkable Ginjo, with hints of plums and cherries in a silky softness that has a quiet vanilla departure. Super clean and super fun this "gift" sake will not disappoint, but you need not "celebrate" to enjoy a fantastic brew. WORD: Gold WINE: Soft reds/gentle whites BEER: Creamy ales FOODS: Party cuisine $30/720ml

Last but not least, it is nice to welcome the return of Masumi's Arabashiri, one of the store's best selling Nama sakes. This ripe and robust brew is a pleasure to peddle as it speaks so well to the pros and rookies alike. This season's brew has all of the "attitude" found in Arabashiri-style sakes and new attributes as well. Again, this is a Nama that should not be missed!

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Masumi "Arabashiri" – "First Run" Nagano Prefecture. Junmai Ginjo Nama Genshu. SMV: -1 Acidity: 2.0 This undiluted and unpasteurized sake is raw and vivacious. The nose is filled with grapefruit, raspberry and mineral elements. The first sip tells one that this sake "talks the talk" as a lively fruity start meets a balanced and floral middle for a clean and fresh mouth adventure. Look for hints of citrus amongst the clean and balanced layers of flavors. The acidity play is fantastic as it blends with a "lightness" not usually found in "Arabashiri" sake to produce an 18% alcohol finish that is brazenly fresh. More "nama" hints emerge closer to room temperature. WORD: Fresh WINE: Beaujolais BEER: Octoberfest Brews FOODS: Bold cuisine with strong character. $32/720ml

You can review many of our sakes on our web site:
www.truesake.com

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May 9th – The Importer Feedback Tasting! This is the first-ever "Meet and greet a sake importer to pick their mind about six excellent brews" tasting. Henry Sidel from Joto Sake will be sharing several of his brews for our collective review. This event is for those who will actively participate, to those who feel up to the fun of really expressing their thoughts (no pressure – just fun) about the sakes. Henry will use this information for marketing purposes. Consider this an "evaluation" tasting. • When: Tues May 9th from 6:00-8:00PM • Where: FIND ( one block East of True Sake on Hayes) • How Many: Only 16 seats are available! • How Much: $30/person • What: 6 sakes from Joto Sake plus a selection of appetizers This unique event will sell out immediately so please do not hesitate. Again please be prepared to share your thoughts on the sakes that we taste. Please phone 415.355.9555 to reserve your spot.

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We typically get 20-30 emails per Newsletter from those wanting a summary of past sake tasting events. As such I make it a regular practice to highlight what you fools have been missing! (I say that in the most loving of ways). Point being, many people cannot attend a tasting and they want to know what goes down at these fun and informative events. Bottom-line is that we bend over backwards to create events that feature superb sakes, great spaces, and fabulous foods. You should at some point attend one of our tastings, and here's another example of why:

The Night of The Nigori tasting held at Zoya Restaurant in Hayes Valley featured 6 really different unfiltered sakes and two "bonus" brews that play to our fascination of testing sakes durability. We poured a conditioned and a "damaged" bottle of Shirakawago Nigori for the participants to taste sake that had been left in the sun for a month. Oddly enough (which is not odd at all as we proved time and time again) most of the "True Tasters" enjoyed the damaged sake more than the perfectly conditioned bottle, as it had more deep flavors emerge. And this just proves the durability point about sake and highlights the fact that pasteurized products need not be tossed if mishandled!

Herewith was the line-up for the evening, which was paired with a walnut crusted goat cheese salad, Crab Poke, and seared Ahi Tuna:

1. Yukiwatari "Snowy Steps" Iwate Prefecture. Junmai Nigori SMV: -10 Acidity: 1.4
2. Hitorimusume "Only One Daughter" Ibaraki Prefecture. Junmai Nigori. SMV: +4 Acidity: 1.4
3. Tsukinokatsura "Eternal Tree On The Moon" Kyoto. Junmai Nigori. SMV: +3 Acidity: 1.7
4. Kikusakari Kurashizuku Ibaraki Prefecture. Junmai Ginjo Usu Nigori. SMV: +1 Acidity: 1.5
5. Ama no To "Diamond Dust" Akita Prefecture. Junmai Ginjo Usu-Nigori. SMV: -3 Acidity: 1.3
6. Momokawa "Nigori Genshu" Aomori Prefecture. Junmai Nigori Genshu. SMV: -18 Acidity: 1.4
7. Shirakawago Sansanigori "Bamboo Leaf" Gifu Prefecture. Junmai Ginjo Nigori. SMV: +1 Acidity: 1.5

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Dillon D from Chicago writes:

"What is your best selling sake and why?"

Dillon my man I am at a loss how to answer this question. Not because I do not know the answer, but rather it's the statement of reinforcing somebody else's favorite sake, when one should find their own way and own brew. If I tell you what sake it is then readers will be inclined to buy it. This is a good thing right? But if I don't say which sake sells the most then readers will want to taste a sake that is right for them, and not be swayed by the "most popular" motif.

But since you asked, I will answer. The top selling sake in the store is a Junmai Ginjo from Niigata called Kikusui or "Chrysanthemum Water." It is a very approachable and clean sake with a crispness that speaks to those who like dryer wines with some snap. It also has some elements of acidity that speak to those who like gin and vodka. It is very user friendly on the inside! The packaging, however, accounts for most of the in-store sales. The bottle itself is light blue "pounded" glass that looks cool and mysterious. It also comes in a really retro- colored box with turquoise and yellow hues. Thus it looks great and drinks really well, and it is affordable at $10/300ml, $28/720ml with box, and $56/1.8L with box. The second and third best selling sakes are Otokoyama from Hokkaido, and the famous Wakatake Onikoroshi from Shizuoka. (Otokoyama and Wakatake are the #1 and #2 selling sakes imported from Japan in the US, and I do not know where Kikusui stacks up in the national ranking.)

Please send your sake specific questions to askbeau2 @ truesake.com. (This address is not for general questions and I only review the questions once per month. All correspondence should use info @ truesake.com.)

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Ah, at last we have reached the end of this Newsletter and that of course means that we have come to the now-famous SECRET WORD. To those who are new the SECRET WORD is a chance for you to try a sake of note for half of that sake's original price. Just for reading this Newsletter. It is our way of saying thank you for trying to understand the wonders of sake. And in this regard we typically select a sake with a story, and this month's story is Mushroom. Well, at least I pull a lot of 'shroom from one of my favorite Junmais ever made, Gokyo Junmai.

Please remember the rules: only one bottle per reader, and don't tell your buddy at the moment if he/she isn't a Newsletter subscriber, always use a hushed or secret agent voice when saying the SECRET WORD, and lastly for those who have their sakes shipped I can only include the SECRET WORD sake in a four-pack purchase – meaning you must buy three other sakes. Gokyo Junmai usually sells for $24/720ml but for you glorious sake-jockeys your cost is $12. And the SECRET WORD is 5 Bridges!

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Thank you for reading!

True Sake

TRUE SAKE: America's First Sake Store.