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Hiro Sake eyes single-serve boom with new 18cl sake cup

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Japan's Hiro Sake is to launch an "on-the-go" sake serving size in the US and Australia.

The 15%-abv Hiro Sake smaller-serve will roll out to the US and Australia

The 15%-abv Hiro Sake smaller-serve will roll out to the US and Australia

The company said the 18cl glass cup, which is already a popular concept in Japan, will initially roll out in the Florida on-premise ahead of a wider release in the US and Australia through next year. Hiro Cup Sake has an abv of 15% and will retail for US$6.49.

According to Hiro Sake, the cup brings the brand into a new market segment of single-serve products. "It is the evolution of a market that supports single-serve wine, Champagne, Prosecco and ready-to-drink alcoholic beverages," said company co-founder & CEO Carlos Arana. "We think that cup sake is the next single-serve trend."

The company produces a range of Japanese sakes, including Gold, Red and Blue.

In July, Davos Brands added a canned version of the cucumber-flavoured variant to its Tyku Sake portfolio. The company said the 25cl can is a "refreshing alternative" to white or rosé wines.

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